October Editorial

It was a Fashion Week, that of Milan, as we have not seen for some time. Very interesting fashion shows, many events full of good energy, a feeling of recovery, participation and the desire to go back to being the capital of fashion. As it should be.

We at Crida also did our part, presenting the new spring summer collection at 10 Corso Como, one of the most glamorous and iconic places in the fashion business. Emilia Romagna is the region that we wanted to tell with the models you will see next year: the art of hospitality, friendliness, good food of this land are reflected in the vast range of bright colors of the clothes that are always protagonists .

But there is also another story to tell.

The photos of this campaign, as always entrusted to Filippo Tarentini, were taken in the Masone labyrinth, in Fontanellato, near Parma. Why did we choose this place? Because we have come from two difficult and complex years that for various reasons have deeply disoriented us, overwhelming us first with the pandemic, then with the war and finally with the government crisis. Global, European or more strictly Italian events that have undermined our certainties, have changed us and in many cases forced us to change direction. The world of fashion itself has undergone a considerable shock and has had to adapt to the new needs of sustainability and slow fashion. And he has shown that he is able to do so, presenting a product that has never been as perfect as this year. That’s why we wanted to use the labyrinth not in a negative sense. On the contrary. Each of us has been lost in a labyrinth, but it is also true that we all have the tools to get out of it, as has fashion, and many other sectors and people who have had to reinvent themselves.

We at Crida have experienced this discomfort heavily: we made our debut on the market in February 2020, when fashion stopped. It was like entering a maze and not seeing the way out. Yet this trauma, this tiring exercise in strategy on the future, this need to find the light at the end of the tunnel, has allowed us in two years to focus our path very well, finding the way out of the labyrinth and therefore the most meaningful meaning. depth of the project we had in mind.

The symbolism of the labyrinth is that of a journey within and beyond one’s limit: it represents life and death, good and evil, the search for the infinite, for the beyond. For 5,000 years, that is, since it was born, the labyrinth has been talking about the risky complexity of the universe but it has also stimulated the search for a different world, yet to be explored. Whoever walks along it and with difficulty manages to find the exit becomes a better person.

This is what we want to wish everyone, with a collection that represents us deeply and with which we want to convey optimism, strength, energy and obviously the beauty of Made in Italy to everyone. And which visually reflects the newfound desire to live in the fluid shapes and colors.