Today there’s a lot of talk about longevity: in the past few weeks I attended two conferences devoted entirely to this topic. At the first—where I served as host—the focus was on nutrition, a universal theme for both men and women, aimed at giving clear guidance on how to choose the foods that truly benefit us.

I learned that blue fish—mackerel and sardines—those small fish often overlooked by haute cuisine, which favors tuna or swordfish, are essential for boosting our body’s omega-3 levels (far more effectively than any supplement) and for keeping our blood vessels healthy. I also appreciated that a company like Delicius, which produces these types of tinned fish, has created a discussion platform called Be Blu—bringing together doctors, experts, and distributors—to present the findings of a landmark study commissioned by the Cardiovascular Research Institute.

At the second event—where I spoke at the invitation of Elle magazine—the conversation turned to longevity as a challenge for women to overcome prejudices about mature beauty, and that topic truly captivated me as well.

So I want to share my own view.

Longevity doesn’t mean staying young forever, but rather living well for as long as possible. Thanks to incredible advances in science and medicine, this is now within reach—but for women, it’s still hindered by age-old prejudices that need debunking: “Sure, you age, but don’t let it show.”

Over the last 50 years, women have conformed to this diktat: first the myth of the eternal youth, then cosmetic surgery that altered countless faces, and today the post-production filters on social media that erase features, age, and identity from so many women’s faces.

None of this has helped us.

Yet I sense a change: we can turn the battle against time into a cultural challenge—stop fearing the years and start embracing them as an opportunity and an expression of freedom. Wrinkles aren’t flaws; they’re stories, they’re our lived experiences. They’re an achievement, not a defeat.

How do we do it? We must dismantle the equation “youth = value” and replace it with a richer, more human narrative. Overturning this paradigm is a revolutionary act that many celebrated women have already undertaken.

Icons like Helen Mirren, Jane Fonda, and Andie MacDowell embody this new beauty: authentic, self-aware, free from youth-obsessed diktats. Likewise, Frances McDormand and Isabella Rossellini speak openly about acceptance and the female power that matures over time. It’s not about “defying age,” but about living it with pride.

I loved when Paulina Porizkova—the 1980s supermodel and now a radiant sixty-year-old with silver hair—declared, “I don’t understand why cosmetics companies always label products ‘anti-aging’… I’m pro-aging, and I’ve never been happier than I am at this age.”

Let’s listen to her, ladies, and together spark this great little revolution: stop chasing an unattainable ideal of beauty and build over the years an identity grounded in experience, emotional intelligence, and genuine presence.

I leave you with this thought to ponder this summer when you look in the mirror in a swimsuit and hesitate. Smile instead and love yourselves: let’s stop fearing time’s passage and live it as an act of freedom! Longevity is not a race against time but a steadfast alliance with life.

Are you ready for the Crida tour this spring? As every year, Daniela and I will be traveling across Italy to present Mediterranea, our summer collection, and to meet everyone who wants to enjoy a special experience: discovering our world up close.

For us it’s always an important opportunity to test the garments, understand what women want today, and above all verify the fit of our pieces on different body types. Each of us is unique and special in our beauty, and you know that four years ago we started this adventure with a clear goal: to dress every woman, make her feel comfortable in her clothes, correct the flaws (real or imagined) and highlight her best features.

Don’t forget that we are two women who design and create clothes for women. And we know exactly what women want. So grab a pen and paper or mark your calendars with our dates, because we can’t wait to meet you!

The first stop is in Lecce on May 8th and 9th, where we always feel a bit at home. Lecce is a wonderful city full of elegant, refined women who love color—and at this time they’re already sun-kissed from weekend trips to the sea. The bright hues of our silks and the multi-shade polka dots are perfect for adding a special touch to their wardrobes.

On May 21st and 22nd we’ll be in Rome, where we’ve returned season after season. Roman ladies are gorgeous and love to stand out, so for their special occasions you’ll find our long silk and cotton dresses—ideal for parties and ceremonies from now through summer, allowing for slightly more daring outfits while staying true to Crida’s refined style.

We’re scheduled for Florence on May 26th (date to be confirmed—I’ll let you know soon), where we’ll meet the chic Florentines, aristocratic women who can elevate even the simplest dress with a special piece of jewelry or accessory. They adore long, airy dresses and natural fabrics with delicate floral prints.

The weekend of June 7th we’ll be in Milano Marittima for an exclusive event at Hotel Mare Pineta. We’re always thrilled to explore the world of haute hotellerie, which attracts an international clientele drawn to the Made in Italy we represent. We’ll certainly bring the highlights of our collection: the versatile chemisier for day and night, long yet easy-to-wear dresses, and the travel pants that have been a hit this season with frequent travelers. Plus our new Bermuda shorts—an unmissable summer staple.

For Versilia lovers, you’ll find us in Forte dei Marmi in mid-June—June 13th, 14th, and 15th—with all our lightweight cotton and eyelet beach looks, perfect to throw over your swimsuit, plus the most playful dresses for aperitifs and summer evenings.

And to end beautifully, on the penultimate weekend of June (20th, 21st, and 22nd) we’ll arrive in Capri at Parisienne, the most iconic boutique overlooking the historic Piazzetta. It’s the perfect place to wear our brand-new silk and light-cotton caftans that solve every look from morning to night, styled with Capri sandals and a straw bag.
So, dear friends, mark these dates and message us in Direct if you have any questions or special requests.
See you very soon—and happy spring with Crida!

The first flowers have bloomed. Witch hazel, with its seductive scent, has been signaling the arrival of spring for weeks, and now colorful primroses are carpeting gardens and meadows. Magnolia trees are a triumph of large blossoms with thick, silky petals, while in the fields the smaller, more delicate peach and cherry blossoms form magical clouds above the pale green grass. My daughter Benedetta, who studies botany, shows me in her videos the tiny orchids that peek out on Sardinia’s rocky terrain, colored in vivid hues from pink to purple. Wherever you turn your gaze, you glimpse nature’s beauty reborn—and this feeling, I don’t know about you, but it fills me with joy. Spring is the season of promises, of rebirth, of love… and why not, of shopping too.

It’s no coincidence that shop windows are finally lighting up with color: shades of pink, variations of blue, red and orange, on lightweight fabrics like silks and cottons, to show off on the first sunny, breezy days—perhaps draped over your shoulders as a jacket or trench.

And flowers—floral prints aplenty on the new fabrics, which, alongside polka dots, will be the season’s strongest trend.

In Crida’s new collection, now available in stores and online, you’ll of course find all the pieces that make spring brighter and more vibrant.

Polka dots, as you know, are in our DNA and return on elegant silk shirtdresses, but also on lightweight cotton voile dresses with unexpected pairings like blue and burgundy or pink and caramel.

The paprika hue and the brand-new denim shade make skirts, blouses and the sophisticated jumpsuit truly special—easy to wear and impossible to forget.

And flowers? The tropical print appears on long dresses in two color versions—tobacco and sand—brought to life by shades of pink petals. Woven on a precious shiny-and-matte pekan silk, it’s the undisputed star of the newest dresses, perfect for evening events or ceremonies.

But hold on tight, because the most exciting novelty of this collection is… the pants! They’re called travel pants and they’re feminine and incredibly comfortable. Designed with waist pleats, pockets and a wide leg, to wear with sneakers or heels, in perfect Crida style. Casual chic in solid cotton, super-glam in silk with our beloved polka dots. The choice is yours.

And finally, in anticipation of future warm-weather weekends, let me point out the caftan dresses. Nothing like beach cover-ups: if you want to be super-chic on summer evenings or for beach aperitifs, try wearing our refined caftans—in green silk with small black polka dots or in bold stripes brushed with pink, yellow and tobacco.

Yes, just like the flowers blooming around you.

Desire for spring.
Desire for beauty.
Desire for elegance.

What emerged from the just-concluded Fashion Week that sheds light on the trends set to define next autumn–winter fashion?

In my opinion, it wasn’t a memorable edition for a sector still caught between large groups that drive and influence the most famous luxury brands and smaller realities struggling to emerge amid a global market crisis. Perhaps there was more restoration than true innovation, but if fashion mirrors society, this mood was to be expected in a time of such intense international tensions. Worries over foreign trade are evident; the wave of tariffs launched by Trump will make America increasingly “First” to Europe’s detriment, yet Made in Italy remains a unique and invaluable asset—and we must hope it weathers this challenge too.

But let’s talk style: as always, everything and its opposite appeared on the runway. I’ll try to summarize which trends have the strongest chance of imposing themselves—and above all, which I liked the most…

1. Knitwear returns to the spotlight and is worn head to toe—think Sharon Stone at the Marras show. Dresses and suits that make the outfit. The strongest trend is mélange, which Crida also showcased with its newest cardigans coordinated with hats.
2. Burgundy will reign supreme again next autumn, and I must say I don’t mind at all—it’s a spectacular color. We miss Sabato De Sarno, who introduced it sublimely at Gucci, so much so that everyone followed suit this season. But not in small doses: burgundy becomes a total look, accessories included. I point you to Crida’s burgundy suit for the next season, with its tailored jacket and pencil skirt—one of the new collection’s most praised pieces.
3. Fur becomes a must, whether genuine (though I know not everyone agrees) or boldly faux. The key is volume and showiness. I recommend raiding your grandmother’s closets for vintage furs: you can make a statement without harming animals and at zero cost.
4. The masculine suit in a feminine version appeared on many runways—and of course at Crida too. Say goodbye to super-oversized, armor-like shapes and yes to a beautiful double-breasted gray gabardine jacket paired with wide, feminine trousers: worn alone it’s the sexiest, easiest outfit to pull off. With loafers by day and heels by night.
5. Windowpane checks revitalize suits and outerwear like pea coats and paletots. Easy to wear at any age, a bit British and a bit grunge, it can look refined on midi dresses and intriguing when mixed with lace. You’ll find it in our winter collection too.
6. Fringes have become more than a trend—they’re an obsession. They return each season, blossoming on dresses and accessories, but if I may say so, I’m a bit over them…
7. Nude is another standout, seen refined in sheer yet sophisticated dresses. Light fabrics like chiffon and georgette paired with wool and tweed make a beautiful mix—especially in unexpected hues like sky blue or acid green. A trend worth copying!

These are the magnificent seven I recommend for the upcoming autumn–winter season. I haven’t mentioned accessories because there you can really let your imagination run wild. My suggestion is to stick to the classics and, above all, cultivate the most important and precious accessory for being noticed: personality.

I’m not sure under which astral conjunction my zodiac sign (Scorpio) fell at the start of 2025, but it certainly wasn’t a fortunate one. My beloved mother-in-law Mimma passed away, and it was a great sorrow for the whole family—and on top of that, I managed to injure myself. During the shoot for next winter’s collection I slipped in my clogs: fractured the fifth metatarsal, cast, and crutches for a month. But I’m a born optimist, so I’m looking ahead to this February—jam-packed not only with work but also with major events like Sanremo and the upcoming Fashion Week—with my usual enthusiasm. “Never stop” has always been my motto. And never mind that I won’t be able to wear heels—Crida dresses look just as good with sneakers and loafers, especially because in the new spring-summer collection, about to drop online and in stores, we’re debuting for the first time the travel pants: stunning wide-leg, masculine-pleated trousers that, I know already, will save me on every occasion!

Daniela and I are busy on many fronts these weeks: the Fall-Winter ’25/26 sales campaign is kicking off in our Milan showroom and beyond. We’re super excited because our garments are about to enter two more key markets— the United States and Australia/New Zealand. I can hardly believe how far we’ve come together, driven by our passion for a fully feminine Italian style since that distant 2020, when at the dawn of the pandemic we started this adventure, all uphill, of course. I still remember how many people advised us to give up and abandon a venture trying to sail in stormy seas. We didn’t—we held course, grit our teeth, and little by little, step by step, we crossed this ocean of difficulties, bringing Crida to be a brand known and appreciated not only in Italy but worldwide.

Nothing is easy even now, mind you, but the mix of pride and confidence we feel each time an online order arrives or we see our dresses in the windows of beautiful boutiques makes every effort worthwhile. And it drives us to do even better in the face of a global economic situation far from simple, with some markets like America in strong expansion and Europe struggling to find unity and strength against the gigantic powers of Russia and China.

That’s why we’ve named the upcoming Fall-Winter Wonderland, the land of wonders: because we like to dream of a world living in perfect harmony, with clean energy and respect for the environment, without walls or wars, without impossible tariffs and without migrants fleeing their lands only to die at sea. But dreams alone won’t change the world unless they’re backed by shared commitment and passion.

“After all, we’re just people, with feelings and anxieties. We’re grains of sand on a grain of sand orbiting the sun,” goes a song called Hiroshima that I love so much. We make clothes, not political strategies, but we like to think that if all those grains truly wanted it, our Earth could be a wonderful place—like Alice’s Wonderland. Remember it? The world she falls into, where everything is different and the impossible becomes possible—it reminds us how important it is to commit, not give up, and nurture our dreams, no matter our age. Many limits exist only in our minds. And even if not all wishes can come true, it’s still right to chase them and try to fulfill them.

My wish for you these days is to start 2025 with important goals in mind to achieve, each in your own field—be it professional, sentimental, or personal. But since I imagine you’re also fashion enthusiasts and followers of Crida, I also want to add that the start of the new year is the perfect moment to redefine your style, inside and out.

Are you familiar with the word decluttering? Literally it means “removing unnecessary items,” so clearing out and organizing to gain new space, both in your wardrobe and in your life. Leave behind what no longer represents you and try to explore the new with boldness and curiosity.

This certainly applies to friendships: nurture those that are true with passion and commitment, and let go of those that are toxic or that add nothing to your life but weigh you down. As for your look, eliminate without regret the pieces that don’t flatter you and focus on garments that speak of you: an iconic item, a color palette that lights you up, a special detail that catches the eye.

But style isn’t only about appearance: to be and feel special, work on yourself as you would on an impeccable outfit. A digital detox, a regenerating skincare routine, and why not, an organization of your days that includes not only work commitments or tiring chores: carve out space each day for yourself to do something you truly enjoy and that relaxes you, whether it’s a walk, a coffee with a friend, an exhibition to visit, or a good book to read.

Dare to change your image: a new haircut, a unique fragrance, or an accessory that defines you.

I believe that every step toward a better year begins with the intention to shine. And at Crida, we work to ensure that this happens for every woman who chooses our garments.

Fashion is an extension of who you are. Dressing is a game, of course, but it can also be a wonderful ally to overcome fragility and shyness and present yourself to others in a different, brighter light.

Use it to express yourself at your best, because the new year is waiting just for you to make your mark!

First of all, thank you. And now let me explain why.

If you follow us on social media, you’ll have seen that the last few months for me and Daniela have been truly hectic. After Venice, New York, and Milan Fashion Week, we decided to kick off this autumn season with a series of Crida trunk shows—special sales events—that took us to so many different cities to present the winter collection and meet new clients.

We want to say thank you because it’s been a very demanding experience but also extraordinarily constructive and exciting: for the warm welcome we received, the enthusiasm you showed us, and especially for the joy of meeting so many people like us with whom to share energy, style ideas, and life philosophies.

We’ve been to Varese, Monte Carlo, Montecatini, Turin, Lecce, Venice, and Rome. Why did we choose to embark on such a long journey across Italy at a time when the fashion system is under strain? Well… exactly for that reason!

Because we believe in the strength of our product and we refuse to bow to the logic of wild discounting as mere bait. Because we think it’s valuable, in this historical moment when people are buying less in stores, to meet our potential clients in person and share Crida’s philosophy—our values, Italian craftsmanship and refined elegance—but also the passion that led us to this work and drives us to select only natural fabrics, made in Italy and crafted as only our Lombard ateliers know how.

And do you know what the real magic was? That every woman we met tried on, loved, and bought our pieces. A result that went beyond our wildest expectations.

Many fashion professionals told us: “Well done—an excellent marketing strategy; it’s clear you studied the situation and sought good advice.” I’ll confess something: it wasn’t a marketing or numbers-driven choice, but one made from the heart. We wanted to see for ourselves how the collection was received, and stop after stop we realized what every customer is looking for today: not just a simple purchase—perhaps on discount—but a deeper, different experience to understand the value of things and buy more consciously.

Today more than ever, in these complicated times we’re living through, we can no longer ignore the deception of rampant consumerism—the fact that too many garments are produced, mountains of non-recyclable clothing choking landfills in poorer countries like Ghana or Pakistan—and in response, I believe we must learn to buy only what we truly need, and ideally wear those garments for a long time, because they’re well made and environmentally sustainable. Watch the Netflix documentary Buy Now and you’ll get a clearer idea of what I mean.

The fashion market—and not only that—is out of control.

On one side are the super-luxury brands with clients willing to spend exorbitant sums just to own that item, that bag, solely for the brand name, not for its actual value, which is infinitely lower.

On the other side are fast-fashion chains that introduce new merchandise every week, imitating luxury products with cheap synthetic materials and often underpaid labor.

We don’t want to be part of either world; we want to represent an attainable luxury, an Italian, sustainable fashion with a fair price relative to the fabric quality and the craftsmanship involved, and that reflects the needs of women like us, who want to be elegant but also ethically conscious about what they wear. And the only way we can convey these values is by going out and telling people about them.

This is why the Crida tour of the last two months was so useful and constructive—it showed us, through your feedback, that we’re heading in the right direction.

This is why we want to say thank you for standing by our side.

In November I celebrate an important birthday—60 years old, thirty of them spent working as a television journalist. The last four, however, have been revolutionized by a total change in my professional life with the creation of a start-up, Crida, and my new role as an entrepreneur in the fashion industry. I have no regrets about having had the courage to change; on the contrary, I believe every transformation—with all the study and preparation it demands—helps you stay young and is above all a challenge with yourself that can only make you better. But I never imagined I’d be working in this sector at such a difficult and complicated time, especially for someone who in 2020 decided to launch a brand based on Italian elegance, strongly Made in Italy, and absolutely sustainable.

In my view, two factors have completely overturned the rules: on one hand, the pandemic, which radically changed consumer habits—people today are less willing to spend on clothing and instead seek experiences like dining out, travel, and weekends away. It’s no coincidence that the major online fashion platforms collapsed, triggering a crisis in Asian markets like China, and forcing brick-and-mortar stores to put merchandise on sale just weeks after receiving it in order to attract customers.

On the other hand, a deep divide has emerged between luxury brands—which, despite seeing significant drops in revenue, remain supported by a core of high-spending buyers—and fast-fashion, which began with the brazen intent of quickly copying luxury designs at rock-bottom prices with inevitably poor materials, and now seeks to expand its market share by waving the banner of sustainability, positioning itself as a new prêt-à-porter alternative to high fashion.

However, one must be cautious, because the words and images that some brands use to launch this challenge are not enough.

Take Zara, for example—with its 7,000 stores in 100 countries and a $20 billion annual sales empire, it has just rolled out a glossy ad campaign—hiring Stefano Pilati as designer, in a campaign reminiscent of Gucci or YSL—to convey that its clothes are not only affordable but also beautiful, well made, and sustainable. Yet the goal remains to grow by 10 percent annually, flooding the market with ever more garments destined to go out of style even faster and end up polluting the poorest regions of Asia and Africa.

The financial resources at their disposal are massive, unlike those of many smaller but higher-quality brands that work locally, use truly natural fabrics, pay their workers decent wages, and must understandably price their products higher. And so they struggle much more.

Do you know how many garments are produced each year on average? 150 billion. Yet there are only 8 billion of us.

We could make a difference if we choose consciously to buy less and buy better, selecting clothes made of non-synthetic fibers (even if labels now boast “recycled polyester,” it’s still plastic), and checking where our garments are produced.

Crida is certainly among those many companies that produce few but well-crafted items, invest heavily in fairly paid labor, and carefully choose only natural-fiber fabrics. We release just two collections a year and believe in fashion that endures—garments you keep in your wardrobe for years, in the elegance of fabrics produced in our own country. We don’t run extravagant ad campaigns, because we lack the means and prefer to invest in our products and people. Above all, we strongly believe in Italian fashion—quality prêt-à-porter that must not and cannot be destroyed by fast fashion.

What did the runways of the just-concluded Fashion Week reveal to us?

I must confess it was hard to pinpoint clear, definitive trends. It seems many brands felt the need to offer a bit of everything: from lightweight sheers seen everywhere to decidedly heavy oversized coats; from models in their underwear (almost always) to grand evening gowns—often asymmetric, with extremely deep cuts and slits. It’s as if no type of buyer should be excluded in such a difficult moment for global fashion.

The Asian markets, which in the past supported Western brands’ revenues, are no longer a driving force, as they too face crisis. Plus, two wars still rage, blocking strategic regions like Russia and the Middle East.

Let’s not forget we’re emerging from a pandemic that radically changed purchase priorities. Today, people are more mindful: they care less about appearance—clothes and fleeting goods—and more about values and experiences. They buy with greater caution, preferring to invest in a night out or save for a weekend rather than add yet another piece to an already full wardrobe.

You’ve probably noticed empty shops in city centers and perpetually packed low-cost flights. The super-luxury market shakes less, though seeing “Dior” emblazoned in giant letters on skirts suggests they feel the strain too. But independent brands like ours—with no large funds or investors behind us—are hit hardest by this upheaval. In my view, there’s only one strategy: focus on what you want to convey through your product. It cannot be merely a beautiful (and perhaps importable) expression of a designer’s genius. It must be something people today perceive as a real, concrete need—well made and long lasting.

I was particularly struck by the show from the young students of the Marangoni fashion school. The best among them presented mini collections with an apocalyptic vibe: garments like armor in leather or fabric, with sculpted shoulders and voluminous hoods. A futuristic vision where people, instead of socializing, dress to protect themselves from an imminent threat. Perhaps they’re right—but this is certainly not the fashion we want to wear in the years ahead.

We belong to another generation—one that experienced the glory of Made in Italy, which also began in difficult times but went on to achieve worldwide success. For us, fashion still means joy, positivity, and inclusion. But now more than ever, we must avoid oddities and extreme trends, concentrating on a sartorial product that is tangible, easy to wear, and of course sustainable.

The Spring–Summer 2025 collection that Daniela and I presented at the Hotel Diana embodies clarity, wearability, and Italian elegance. It was praised by the press for blending perfectly with the peaceful beauty of the hotel’s garden amid the chaos of Milan Fashion Week. Crida aims to be just that: an oasis of Italian elegance in the jungle of ever-more seductive but fleeting offerings that surround us.

If today we can choose so little, let’s choose well. If we must buy less, let’s buy better.