May Editorial

The first word that comes to my mind is thank you. We have just finished the Crida pop-up in Rinascente in Rome and it was a great emotion.

Daniela and I had already been to Milan twice with a similar project: a Crida stand for a few weeks to present the collection and tell the philosophy of our brand, the values we believe in and obviously the style of our clothes. The first time in 2020 during the lockdown that inevitably reduced the influx of customers to this incredible store, but not our enthusiasm and much less the results obtained with sales. The second between February and March of this year reconfirmed the interest in our product: the elegant suit because it is Italian and well made, refined for events and ceremonies but to be worn with ease even during the day as we do. The numbers in Milan have still proved us right: the smiles of the women who claimed that those beautiful dresses were only good for tall and thin bodies, and went out happy to have found an outfit that enhances their physicality, were the best gift they we could receive. And they encouraged us. But Rome was truly a triumph beyond our expectations.

The most beautiful reality was you, friends of Crida, who follow us on social media and are part of this wonderful community of curious and aware women. You who are attentive not only to fashion but also to sustainability and Made in Italy: you came from all over Italy to the capital to get to know us, talk to us, take pictures together and obviously try on clothes. From Veneto to Sicily, from Abruzzo and Campania. Each with its history, its accent, its beauty, its style, with the desire to see, touch and wear the models followed on social networks. Our dresses must be seen closely: many of you were already our customers and knew the collection almost better than us! Others, not used to buying online, rightly wanted to check the size and they discovered that Crida really manages to dress all women and make them elegant and refined, but in an easy way. Most of you were looking for a dress for a special occasion, a wedding, a daughter’s graduation, baptisms, confirmations, or eighteen birthday parties, and everyone has understood that our bet is not to sell a garment to wear once and that’s it. Crida elegance is not made of excessive or too recognizable clothes, difficult to wear except for the few hours of an event. The goal is to find an outfit for the bride’s mother or the young bridesmaid that they can use many more times, changing accessories and making it more daily. A dress that will never tire and that will remain in the wardrobe to be used and renewed many more times.

However, we have not only talked about fashion, but also about determination and courage. And we were almost moved by your demonstration of affection and esteem for me and Daniela, two friends with a great dream in common, who through their passion have managed to convey a message of positivity, sisterhood, strength of women. This was the most gratifying satisfaction: being able to inspire what we do, how we do it, rolling up our hands, continuing to learn and making this brand grow as if it were our last baby. It wasn’t easy to get to this point. And it won’t be for a long time yet, but the injection of confidence you have given us helps us a lot to work to achieve our goal which is to to make Crida an aspirational brand for women aware of their purchases, women who do not follow fashion or trends, women who know what they want and choose a dress adapting it to their style.

Thanks again for the wave of affection and positivity that you have sent us, which repays us for all the effort and makes us understand that we are on the right path.

We promise you great surprises in these months of May and June. Since we never stand still … we have prepared two special capsules just for you who follow us, to buy 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 who is doing a great job in Kiev. And, in June, a fresh and wild beach dress, to accompany your holidays.

Quality is always Crida and the mood must be: let’s give ourselves an emotion.