December Editorial

For those in the fashion industry, December is a complicated month. You need to have already started the production process for the summer collection that stores will receive in the spring, but it is also essential to be well underway with the new samples—the Fall-Winter 23 collection that will be presented in February. Creating fashion is a continuous journey that rarely allows for a pause between departure and arrival. But I have always loved the idea of traveling, ever since I was a girl, when my parents would take me along with my brother Roberto and my sister Benedetta to visit Europe, or when, around the age of 20, I began traveling the world. and I have never stopped.

Travel means not just miles and adventure, but also—and above all—curiosity, knowledge, change, and the desire to learn and challenge oneself.

For nearly three years, my most exciting journey has been the one I started with Daniela, my wonderful friend and partner: an experience that has changed my life because it is a path we walk together every day, setting goals to reach and facing increasingly difficult challenges with commitment and passion. Throughout these months, I have tried to tell you about this journey in the simplest and most honest way, through social media and the editorials you find on this site, to share our choice with you. I wanted to help you understand what it means to build a business and to involve you in the great efforts as well as the small satisfactions we have experienced, growing our project like a child, never straying from the original idea we set for ourselves: creating elegant, Italian, high-quality dresses.

Daniela and I, as you may have noticed, never stand still. We do many things, but we always do them with a smile. It is the life we chose, and Crida is the journey we decided to undertake together.

This is why, to send you our Christmas wishes this year, we chose a location with the fascinating flair of a railway station: a fantastic place that recreated every detail of the atmosphere of travel from a bygone era—when people dressed elegantly for the train, carried mountains of luggage, changed for dinner, and slept in a sleeper car. Now more than ever, there is a deep desire to depart: to go skiing in the mountains, to visit a beautiful city, or simply to spend the holidays with friends and relatives who live far away. The enthusiasm of departure and the emotion of arrivals, the hugs, the gift packages prepared with love, the joy of being together.

After the difficult years when it was impossible to travel and share experiences, we wish everyone to resume their path, not to stop in the face of difficulties, and to try to reach the destinations, goals, and dreams that might have remained tucked away in a drawer. Crida’s journey, as you know, started on a steep uphill climb right during the outbreak of the pandemic, but we held on; we grew in small steps, entered the most beautiful stores in Italy, and next season we will use not a train but a plane to ship our dresses to the United States—a milestone that seemed unthinkable until recently. That is why our Christmas video speaks of a journey, a family, and a dream, Crida, that has become reality.

Thanks to Vincenzo D’Ascanio for welcoming us into his wonderful railway station, in a world made of lights, flowers, and special objects.

If you happen to be in Via della Spiga in Milan, I suggest you stop by and have a coffee…

Thank you to all of you who followed, supported, bought from, and encouraged us.

Safe travels, a good life, and a Merry Christmas.

Cristina and Daniela