December Editorial

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.