September Editorial
Welcome back to your workstations, to the problems waiting to be solved at the office, to the washing machines filled with swimsuits and sarongs that will soon rest in drawers, and to the worries about the temperature swings of this strange season that shifts from scorching heat to winter storms in 24 hours. In short, we begin again. September should be a sweet month of summer memories, yet it immediately brings you back to earth, umbrella in bag and brain alert to face the unforeseen issues landing on your desk. And the holidays already feel a world away…
The same happened to us at Crida. Upon returning to work after our time at the seaside (both Daniela and I were in Sardinia, though we never actually managed to cross paths, haha!), we realized we’ve truly “made it,” given that we’ve been illegally copied. An unknown low-cost fashion brand with a name similar to ours thought it could use our images to sell its dresses online—dresses of a completely different quality and price point. We want to thank everyone who reported this seriously harmful action to us, which is already being legally pursued by our lawyers. Unfortunately, the world of social media still feels like the Wild West, where laws exist but there are also many—too many—shortcuts to pull off scams without paying the price. But why did something like this happen to us?
Because Crida has become an increasingly precise symbol of a certain type of refined, Italian, and timeless elegance. Three years in, it has consolidated its image of “quiet luxury”—attainable but not flashy luxury (the kind showcased in our beautiful winter collection presentation video on the site)—which represents an ever-growing trend. But above all, Crida means dresses—a product highly sought after by the market because it is difficult to find and even harder to make well. Crida is no longer just a brand but a way of being for a very specific type of woman: one who wants to be feminine yet practical, glamorous but not conspicuous, and above all, wants to consciously buy sustainable fashion. This explains the interest from other players in the boundless fashion world toward our image. However, our image is very complicated to copy because the quality of our fabrics and the professionalism of the Italian manufacturers who craft them can hardly be found in low-cost fashion products—which are mostly produced in third-world countries, underpaying local labor and contributing to the problem of unsold goods proliferating in clothing landfills (as I mentioned not long ago; see “Junk, full closets.” If you haven’t watched it yet, go do it now!).
In short, beware of imitations, excessively low prices, and advertisements with brand names similar to others. It is better to buy less but with care, support the Italian market, and choose dresses that will last you over time.
Crida’s new Autumn-Winter collection is more oriented than ever toward this strong trend in the fashion world, made of style but also responsibility and awareness toward the planet. And it is beautiful. Curious? Then head over to our website where you will find the real Crida: many day and evening dresses that are easy to wear and hard to forget.
It is time to choose your Crida for the new season and, if you want some inspiration, follow us on our September travels: Daniela and I will be, as always, at the Venice Film Festival and then for a few days in New York. Because fashion, a mirror of society, never stops—and neither do we at Crida!
Cristina