July Editorial

Dear friends who have been following us for a while, you probably already know that the July editorial is mainly dedicated to greetings and upcoming holidays. Have you already packed your bags for the seaside? Or booked a nice trip to enjoy some well-deserved rest? I imagine you’ve tucked a colorful, lightweight Crida dress into your suitcase for this summer, which promises to be scorching… We aren’t quite ready to switch off yet, as July and August are particularly demanding: we must oversee the production of the upcoming winter season for shipment to stores, and finalize and photograph the new Spring-Summer 24 collection for the September-October sales campaign. So, Daniela and I have been running like crazy, as always, to meet every deadline (creating fashion is a constant race against time, I guarantee you), and we are still hard at work ensuring that when you return from the summer, you will find Crida’s Autumn-Winter pieces online and in stores.

Many of you have been asking for previews and trunk shows to pre-order dresses from the new collection in advance. This is another goal we’ve set and want to achieve: you can contact us through our social media channels (via phone or email) to request photos and prices for the new “Madama” collection, securing your chosen model to be delivered to your home upon your return from holiday.

In the meantime, we keep working—Daniela and I are always in the car, our mobile office—traveling to manufacturers, attending meetings in our Milan showroom, collaborating with our team, and occasionally participating in the summer events that fill the evenings between Bergamo and Milan. These are magnificent occasions that allow us to wear our fresh and light dresses, perfect for any situation. And let me say, I am truly happy with all the compliments Daniela and I receive when we are out, especially from women who follow us and appreciate our style.

It is also true that, observing people on the streets, I increasingly see girls and women who are practically undressed, wearing shorts or tiny skirts and very little else. True, it’s hot, but in my opinion, high temperatures do not justify a lack of elegance and good taste. As two authoritative fashion voices rightly pointed out in Corriere della Sera—despite their different professional backgrounds and ages (I’m talking about the immense Lina Sotis and the talented Michela Proietti): there is a time and a place for every outfit. Let’s leave the micro-shorts, bare midriffs, and flip-flops for the beaches or the seaside resorts we’ll visit this summer. In the city, an elegant woman wears a dress—perhaps sleeveless and in a very light fabric—a cotton skirt, and comfortable sandals, not a beach cover-up! And if you don’t yet have a garment in your wardrobe that makes you feel feminine and refined while remaining fresh and easy to wear, keep following us on social media: at the end of July, for those who love last-minute shopping, there will be a lovely surprise regarding the summer collection dresses… but only for our followers, and those who receive updates via our newsletter and editorials.

Happy holidays, a good life, and a good rest to everyone. We’ll talk again in September with a thousand surprises.

Cristina and Daniela