May Editorial

The first word that comes to mind is thank you. We have just concluded the Crida pop-up at Rinascente in Rome, and it was a truly overwhelming emotion.

Daniela and I had already taken this project to Milan twice: a Crida stand for a few weeks to present the collection and share our brand philosophy, the values we believe in, and, of course, the style of our dresses. The first time was in 2020, during the lockdown, which inevitably reduced the foot traffic of this incredible store, but not our enthusiasm—nor the sales results. The second time, between February and March of this year, reconfirmed the interest in our product: dresses that are elegant because they are Italian and well-made; refined for events and ceremonies, yet easy to wear during the day, just as we do. The numbers in Milan proved us right once again: the smiles of women who insisted those stunning dresses only looked good on tall, thin figures, only to walk out happy after finding an outfit that enhanced their own body, were the best gift we could receive. And it encouraged us. But Rome was a true triumph, far beyond our expectations.

The most beautiful part of it all was you—the friends of Crida who follow us on social media and are part of this wonderful community of curious and conscious women. You, who care not only about fashion but also about sustainability and “Made in Italy”: you came to the capital from all over Italy to meet us, talk with us, take photos together, and, of course, try on the clothes. From Veneto to Sicily, from Abruzzo to Campania. Each with her own story, accent, beauty, and style, with the desire to see, touch, and wear the models followed online. Our dresses must be seen up close: many of you were already customers and knew the collection almost better than we did! Others, not used to online shopping, rightly wanted to check the sizing and discovered that Crida truly manages to dress all women, making them look elegant and refined in an effortless way. Most of you were looking for a dress for a special occasion—a wedding, a daughter’s graduation, baptisms, confirmations, or eighteenth birthday parties—and everyone understood that our goal is not to sell a garment to be worn only once. Crida’s elegance is not about excessive or overly recognizable clothes that are difficult to wear outside the few hours of an event. The goal is to find an outfit for the mother of the bride or the young bridesmaid that they can use many more times, changing accessories to make it more casual. A dress that will never grow tired and will remain in the wardrobe to be used and renewed again and again.

However, we didn’t just talk about fashion; we also talked about determination and courage. We were almost moved by your demonstration of affection and esteem for Daniela and me—two friends with a great dream in common who, through their passion, managed to convey a message of positivity, sisterhood, and women’s strength. This was the most rewarding satisfaction: being an inspiration through what we do and how we do it—rolling up our sleeves, continuing to learn, and growing this brand as if it were our youngest child. It hasn’t been easy to get to this point. And it won’t be for a long time, but the injection of confidence you gave us helps us immensely in working toward our goal: to make Crida an aspirational brand for women who are conscious of their purchases—women who don’t chase fashion or trends, but who know what they want and choose a dress that fits their personal style.

Thank you again for the wave of affection and positivity you sent our way; it repays all the hard work and makes us realize we are on the right path.

We promise you great surprises during these months of May and June. Since we never stand still… we have prepared two special capsules just for you, available for purchase online. A fuchsia dress, the “Camogli Orchidea,” to celebrate Mother’s Day and to help Ukrainian women by donating part of the proceeds to Cesvi, which is doing great work in Kyiv. And, in June, a fresh and wild beach dress to accompany your holidays.

The quality is always Crida, and the mood should be: let’s treat ourselves to an emotion.