October Editorial
Tomorrow’s fashion revealed itself these past weeks on the runways in all its beauty, creative power, and originality—but also in its most important role: interpreting society and sending profound messages. That is the task of every fashion house today. You can no longer just create clothes; you must tell a vision, convey a strong idea so that purchasing an item is driven not only by aesthetics but by the ideal it represents and in which each of us wants to see ourselves. In short, fashion has become a serious matter—not only from an economic business standpoint (the Italian fashion industry now invoices €102 billion and continues to grow) but as an expression of thought.
I appreciated that almost every show featured diverse types of women—different body shapes, sizes, and skin tones: this is now a hard-won achievement, at least on the catwalks, thanks to designers who value fluidity and diversity. Yet each collection also carried a deeper message:
- Maria Grazia Chiuri for Dior continued her exploration of the bond between femininity and feminism, celebrating the “witches” who in her vision are all the strong, rebellious women in our society.
- Gucci, Milan’s most-anticipated show for Sabato De Sarno’s debut, turned a new page—starting from a minimalist luxury and reinterpreting the maison’s cult pieces with all excess stripped away.
- Yves Saint Laurent showed the saharienne jacket, a return to roots in the name of simplicity, to reaffirm that the most important element is not the outfit but the woman wearing it.
- And then Prada with its lightness; Fendi with its astonishing color combinations; Bottega Veneta and Tod’s showcasing Italian craftsmanship at its highest level—these, I believe, were the most special.
From the very start, Crida Milano has held a clear purpose: to create pieces that help today’s woman be herself and feel beautiful at every moment of her day. And given how much women’s roles in society have evolved, we knew our challenge was to design something stylistically perfect, contemporary, yet effortlessly easy.
Just a few decades ago, our mothers rarely wore elegant dresses except on special occasions—carefully stored under mothballs—and their everyday attire was far more subdued, reflecting daily life’s chores and child-care duties.
Our personal revolution has been to offer women a wardrobe they can wear from morning until night for the thousand tasks we juggle in a single day, often without pausing: dropping the children at school, heading to the office, attending appointments, popping into the supermarket, and, why not, meeting friends for an aperitif or going out to dinner.
Is it possible to face all these commitments feeling perfectly put-together in a single outfit? Our answer is yes—provided the dress is elegant yet easy, refined yet comfortable, made from natural fabrics with impeccable cuts. Slip into a silk dress in the morning for a workout, dash to work, then pop by the salon before an evening event? Yes—you’d simply pair it with a loafer or boot instead of a 12-cm stiletto, drape a jacket over your shoulders or a relaxed, unstructured coat that still looks flawless.
Daniela and I have grown over these nearly four years of continuous work, always guided by this clear objective. With each collection, we add a standout piece, an accessory, or a trending dress to make the woman who chooses Crida Milano unique and unforgettable. Have we succeeded? That’s for you to decide. But seeing so many women out in the world wearing our dresses—happy and radiant—suggests the answer is yes.
We’ll be at Rinascente Milan until October 16th—come visit us!