September Editorial
Welcome back to your workplaces, to the problems to solve in the office, to the washing machines full of swimsuits and pareos that for a while will rest in the drawers, and to worries about the erratic weather of this strange season that swings from blazing heat to winter storms in 24 hours. In short, we’re starting again—this September that should be a gentle month of summer memories instead brings you abruptly back down to earth, umbrella in your bag and mind alert to tackle the surprises that immediately land on your desk. And the holidays already feel so far away…
It happened the same for us at Crida Milano, who returned to work after spending time by the sea (both Daniela and I in Sardinia, though we never saw each other—haha), we realized we had truly arrived when we discovered we’d been illegally copied. An unknown low-cost fashion brand with a name similar to ours used our images to sell its garments online—of entirely different quality and price. We want to thank everyone who reported this seriously damaging act, which our lawyers are already pursuing. Unfortunately, the world of social media still feels like the Wild West: there are laws, but also far too many shortcuts to scam people without facing consequences. But why did this happen to us?
Because Crida Milano has become a precise symbol of a certain refined, Italian, and timeless elegance. Three years on, it has cemented its image as “quiet luxury”—an attainable but unapologetic form of luxury (as showcased in our beautiful winter collection presentation video on our site)—a trend that’s rapidly spreading. Above all, Crida Milano stands for dresses: a product in high demand because it’s hard to find and even harder to make well. Crida Milano is no longer just a brand but a way of being for a specific type of woman who wants to be feminine yet practical, glamorous yet understated, and above all to shop consciously and sustainably. This explains why others in the vast fashion world are drawn to our image—yet it’s so difficult to copy, because the quality of our fabrics and the expertise of our Italian manufacturers can’t be matched by low-cost fashion, which often produces in developing countries, underpays local labor, and worsens the problem of unsold clothing choking landfill sites (remember “Junk – Armadi pieni”? If you haven’t watched it yet, go do it now!).
In short, beware of imitations, rock-bottom prices, and ads using names that mimic others. It’s better to buy less but choose wisely, support the Italian market, and select garments that will last.
Crida Milano’s new autumn–winter collection embraces this powerful fashion movement—blending style with responsibility and environmental awareness. And it’s stunning. Curious? Visit our site to discover the real Crida Milano: a wealth of day and evening dresses that are easy to wear and impossible to forget.
It’s time to choose your Crida Milano for the new season. For inspiration, follow us on our September travels: Daniela and I will be at the Venice Film Festival and then spending a few days in New York. Because fashion, as a mirror of society, never stops—and neither do we at Crida Milano!
Cristina