July Editorial

Dear friends who have followed us for so long, you’ll know by now that our July editorial is all about farewells and upcoming holidays. Have you already packed your beach bags? Or booked a lovely trip to enjoy some well-deserved rest? I imagine you’ve tossed a colorful, lightweight Crida dress into your trolley for what promises to be a scorching summer… We’re not quite ready to switch off yet, because July and August are especially busy months: we’re producing next winter’s collection to ship to stores and finishing the Spring–Summer ’24 collection—shooting it, editing it—so it’s ready for the September–October sales campaign. So Daniela and I have been running around like crazy, as always, to meet every deadline (making fashion is a constant race against time, I promise), and we’re still hard at work to ensure that when you return from summer you’ll find Crida’s Autumn–Winter pieces online and in stores.

Many of you have been asking for previews and trunk shows so you can pre-order the new collection’s dresses in advance. That’s a goal we’ve set—and we’re going to make it happen: you can contact our social team (by phone or email) to request photos and prices of the new Madama collection and secure the model you love, which you’ll receive at home when you’re back from vacation.

Meanwhile, we keep working—Daniela and I are always in the car, our mobile office—visiting our manufacturers, holding meetings in the Milan showroom, collaborating with partners, and occasionally joining the summer events between Bergamo and Milan that fill the evenings with wonderful occasions and let us wear our fresh, lightweight dresses, perfect for any situation. And let me say, I’m truly delighted by all the compliments Daniela and I receive when we’re out and about, especially from women who follow us and appreciate our style.

It’s also true that, watching people on the streets, I increasingly see young women and ladies practically undressed—shorts or very short skirts and little else. Yes, it’s hot, but in my opinion high temperatures don’t justify a lack of elegance and taste. As rightly pointed out in Corriere della Sera by two authoritative fashion voices—though from different professional and generational backgrounds (the incomparable Lina Sotis and the brilliant Michela Proietti)—there’s a right age and place for every outfit. Let’s leave hot pants, bare midriffs, and flip-flops to the beaches and seaside resorts we’ll visit this summer: in the city, an elegant woman wears a dress—perhaps sleeveless, in very lightweight fabric—a cotton skirt, and comfortable sandals, not a swimsuit cover-up! And if you still don’t have that one piece in your wardrobe that makes you feel feminine and refined, yet fresh and easy to wear, keep following us on social media, because at the end of July, for those who love last-minute shopping, we’ll have a lovely surprise featuring dresses from the summer collection… but only for our followers, via newsletter and editorials.

Happy holidays, happy life, and restful days to you all. We’ll be back in September with a thousand surprises.

Cristina and Daniela