Cristina Parodi launches Crida, a quietly whispered label of comfortable yet chic garments – D. Repubblica
With lifelong friend Daniela Palazzi, the TV journalist realizes a dream in the toughest moment since World War II. “So many women like us want elegant, high-quality Italian pieces that stay in the wardrobe for multiple seasons.” This zero-kilometre capsule collection—“an act of love for our country”—was born in Bergamo, the city hardest hit by the coronavirus: “We felt the pain in the silence surrounding us.”
Sisterhood of style. Cristina Parodi and Daniela Palazzi have ventured into fashion. From this week in boutiques and online, they debut Crida’s first capsule collection, born from the meeting of the journalist and TV personality with the art and design enthusiast. Both mothers (between them they have seven children), they share a twenty-year friendship and the same fashion philosophy: whispered rather than shouted, sustainable, easy to wear, high-quality, and completely Made in Italy. Their dream became reality at the most difficult time since the postwar era.
How did the idea come about? Cristina Parodi explains by phone: “We’d thought about it for years—having dresses made in silk or cotton from our own designs. Then, with no daily TV commitments and much more free time, we said to each other, ‘Now or never,’ and dove in with ten dresses, one jacket, and a trench. Who could have imagined the disaster that followed? At the last Milan Fashion Week, we presented our capsule with great feedback and many orders, especially from abroad. We were thrilled. Then, just as we were set to take off, everything stopped and we even faced many cancellations. We had to scale back. Our collection is online, but first our pieces must arrive in stores, be seen, touched, and worn.”
How are you restarting?
“After this total shutdown, we got moving again. People from Bergamo are tough—they never leave things half-done and always see them through. We shipped out all orders that weren’t canceled. We’re back at the manufacturers, and now we’re communicating our project, which, though it began before the pandemic, aligns with the new sensibility Giorgio Armani described: a more human fashion that doesn’t constantly chase costly seasonal trends. The idea of timeless elegance is also a core part of ours. Perhaps, after this pause, people will start thinking in terms of content and emotion. I believe and hope that when women return to stores they’ll look for something more than a one-season whim to wear only once or twice. It’s no longer the era of disposable fashion, even economically. From the start, we felt there were women like us seeking something different—something Italian, crafted in super-natural, eco-friendly fabrics; feminine and comfortable pieces, Italian and suited to formal, elegant occasions, perfect morning or night and lasting more than one season.”
Long before the pandemic, you conceived your collection as a tribute to Italy and Italian identity…
“From the beginning, ours was a love letter to our country—Made in Italy and its supply chains. Now more than ever let’s support it: buy Italian clothes and everything made here. Stay in Italy even for your holidays. Our designs are inspired by the cities we hope to visit again soon. And our capsule pieces bear names like ‘Firenze, Positano, Taormina, Roma, Venezia.’ And colors that evoke them: ‘luminous as a morning on the Lungarno,’ or ‘red as a sunset over the Gianicolo.’”
You’ve also focused your communication on family…
“Rather than glamour and gloss, we chose warm, family-oriented imagery reflecting our own values and those of our daughters.”
It takes about three weeks to receive a piece…
“Some items are ready, others we produce on demand, like sartorial garments. We’re a niche brand with ambition to grow. We sell online and in boutiques, from Piedmont to Baden-Baden in Germany.”
Among your sober, bourgeois-allure pieces, there’s one sheer, sexy dress that stands out. Why?
“That was a mistake,” she laughs. “The black fabric wasn’t as heavy as we thought, but our daughters’ friends loved it immediately.”
Did your daughters, Benedetta and Angelica, help?
“They couldn’t wait to see the first sketches, and when the first samples arrived in the showroom, Benedetta—the elder—took the first photos and appears in many social images. More than supermodels, as beautiful and professional as they are, we prefer to show our dresses worn by my daughters, a friend, and, generally, real people because they tell a richer story. For example, right now there’s a photo of my sister Benedetta wearing our yellow dress on her first day at a new TV show. We wanted to convey ‘girl power’ and pride. Just as Daniela and I reinvented ourselves at fifty with a little revolution, we love that women—who have borne so much of the hardship of staying at home—can share their own achievements, from fitting back into a pair of jeans to carving out personal time or finding a new job.”
Have you learned from your family to work with women?
“I have strong bonds with my sisters, friends, and my sister-in-law. I’ve never competed with women; instead of envying, I admire capable women. Unfortunately, that sentiment isn’t widespread. Sisterhood and mutual support would be valuable, but there’s still work to do to secure equal rights. I see on social media there’s terrifying meanness that hurts me. Despite all the wonderful feedback, there have been negative reactions too. It’s as if success itself provokes resentment.”
Is it true you’ll soon appear on TV8?
“I thought about it long and hard but decided to decline. I’ve envisioned Crida for years; now I want to focus solely on this project—what happens later we’ll see.”
You live in the city hardest hit by the pandemic; the images of coffins in military vehicles will remain indelible. Your husband, Giorgio Gori, mayor of Bergamo, has been on the front lines. How has the pandemic changed you?
“For twenty years I’ve been Cesvi’s ambassador, but this time I was also asked to help raise funds—a first for me. Then I discovered how much I love caring for my family. I’ve always worked in other cities, commuting back and forth. For two months I’ve been home with my kids; we all have lunch and dinner together—it’s been a beautiful experience. Everyone pitches in: my son Alessandro has done grocery shopping for the elderly, so he became our errand runner; my daughters helped out, and everyone keeps their room tidy. At first we were afraid: Giorgio never thought he’d get sick, but he always protected himself. When he came home we’d bombard him: ‘Wash your hands,’ ‘Take off your mask’… Fortunately we’re all healthy.”
Did loss touch you directly?
“In Bergamo everyone I know lost someone or had one or more family members fall ill. Only now are the real pandemic figures emerging, but we felt it. The pain was palpable in the surrounding silence. We never had the cheerful moments of balcony singing or virtual aperitifs. Now, little by little, the city is waking up. We’re a quiet people who move forward with our heads down, but we need funds to support our area, full of small businesses in difficulty.”
By Silvia Luperini
Source: https://bit.ly/3eOck1h