Editoriale Marzo 2022 | Crida Milano

The shows of this fashion week should have been a big party and consolidate the recovery of the sector after two difficult years and instead ended in the unreal silence of the Armani show. “My music is the heartbeat” says King Giorgio excited, saddened and shaken like all of us in the face of what scares us and that we do not know: a war in Europe. Yet it really seemed to have started well this week, with so many foreign buyers, full shops and even the sun blessing the newfound normality in Milan. The announcement of Putin’s invasion of Ukraine (let me tell you, without any justification) plunges everyone back into dismay and fear. And among the many indignant comments in the face of the aggression of a free people, which I fully share and to which I join, reflections, much less justified, have also begun to circulate, on the dystopian contrast between the bombs dropped from Moscow and the fashion week Milanese, considered the quintessence of extreme frivolity, the realm of luxury and futility.

The fashion week, if someone had not yet understood it, actually represents the work of hundreds of thousands of employees in a sector that is worth 90 billion euros in turnover and is in effect the second item of GDP in the Italian economy. “Stop the fashion shows”, shouted indignantly on social media, is a meaningless statement given that the fashion money that enters the state coffers contributes, for example, to giving us free healthcare. The real problem is that a part of society still associates the fashion world with something useless and annoyingly flashy, rather than with a sector in which Italy excels in the world and which is therefore strategic and fundamental for our country. And I doubt that the responsibility for this distorted and reductive vision of what is actually absolute excellence is also due to the story that traditional media make of fashion itself, dealing with the creations of designers only when they are crazy and exaggerated or on occasions of financial scandals or romantic relationships of the protagonists. Fashion has always told about society, anticipated trends, photographed the world we are experiencing with a strength, creativity and power that cannot be dismissed as frivolity. And the choice of Armani, the greatest of all, to have the models paraded in the absolute silence of the room, is a very strong sign of the sensitivity of this immense designer towards the dramatic situation we are experiencing. It is very easy to write insults on social media to Chiara Ferragni who posts “the best of these days” showing super glamorous images at the same time as the harrowing images of Kiev, but to associate the important and much less visible work of hundreds of companies that in these days culminated in fashion shows, is trivial as well as wrong. Now the fashion shifts to Paris, as it should be, while Putin announces the nuclear alert.

Instead of railing against fashion professionals and writing senseless vetoes, let’s try to use social media for a much higher goal: to stop people like Putin who have no respect for democracy and freedom. We organize peace marches, we direct our indignation towards a dictator who does not respect the sacrosanct rights of national autonomy and democracy. And we thank a giant like Armani who in the face of these confused days of war and fashion week, between the optimism of the recovery and the abyss of a conflict that affects us closely, in the midst of an early spring and the threat of a winter that looks medieval, without adding unnecessary words he was able to give a strong sign of dismay, incredulity and pain. Silence.

Thanks Giorgio.

Editoriale Febbraio 2022 | Crida Milano

Are you ready for the news? From the Sanremo Festival to Valentine’s Day to the Crida popup in Rinascente which starts on February 15th, without forgetting the Fashion Week in the last week, this month promises to be decidedly more interesting and lively than the one that preceded it (which for me gives always is the saddest and most tiring month of the year). So let go of the boredom and apathy of after Christmas and New Year, go ahead with good intentions because there are many things to do, to see and to buy to enter a spring that we all hope will be the final exit from the tunnel. And I don’t say anything else, out of luck.

What’s going to be in fashion next summer? Certainly the dancing and light dresses and in the new Crida collection, which will arrive in all stores in February, there are many, not only in the silk that makes each of our garments refined and seductive, but also in other materials, always natural.

We have chosen cottons with small floral patterns to give our Ibiza model an even more gypsy allure, we have created romantic plumetis dresses in dusty blue, yellow and green colors, transformed our beloved polka dots into micro-dots, graphic and modern , and played with the cotton woven canvas that we have always liked, to create new clothes suitable for the city and for the holiday, in the colors of summer.

Levante is the name of this collection born thinking about the beauty of Liguria, the houses perched on the gulfs, the color of the sea, the music of De Andrè and Gino Paoli, at the Sanremo Festival that speaks not only of songs, but of stylish fashion and of trends. We explored this beautiful region, loved every scent and every suggestion it gave us, eating Recco focaccia and looking out over a windy sea. Daniela and I even climbed the mountains behind Chiavari and in Lorsica, in the fascinating hinterland of this long and narrow region, we found what we were looking for: hand-woven damask on ancient looms. A historical tradition that dates back to 500 years ago when the De Martini family started this business cultivated by our maritime republics. Damask, initially produced in China and then in the Syrian capital that gave it its name, was the richest and most precious fabric used for sacred vestments but also for the furnishings and important dresses of the ladies. Over the centuries and with the duties imposed by Genoa, the handcrafted damask disappeared and began to be produced industrially. Only in Lorsica in Stefania De Martini’s house are the looms built by hand during the war: they are engineering machines of incredible precision, with 15,000 threads to be threaded by hand, and a hellish noise when they are put into operation. And there, after looking at the beauty of manual work, we chose the design of the Napoleonic bee, a symbol of industrious work and sweetness, and we wanted to create a dress with that unique and special fabric, to pay homage to this wonderful textile tradition. .

Those who follow us know that we at Crida love Italian fashion, made not only of research and innovation but also of the precious work of the artisans who represent the highest value of Made in Italy, what cannot be forgotten and that we try to tell with our clothes. We are therefore ready to start a season full of stimuli and opportunities. Let’s cheer for this industrious and hard-working Italy which is represented at the top by two top-level institutional figures (and we will never stop thanking President Mattarella for agreeing to lead us for another seven years). It’s time to raise your head, to show self-denial, courage and confidence. To truly believe that the worst is over and to enter the new season with a pinch of optimism<.>

Editoriale Gennaio 2022 | Crida Milano

Do not think about what the new year – this 2022 that is so full of uncertainties – can do for you, but think about what you can do to make it better.

Let’s start from this sacrosanct truth that John Fitzgerald Kennedy, referring to the United States, gave us in the speech of his inauguration, to face in the right way this beginning lived halfway between hope and fear.

I believe the perfect words are awareness and optimism.

Awareness: We all know that the pandemic has changed our lives in the last two years and that it has not yet passed, but we also understand (save for a minority of irresponsible people who reject the vaccine) what we need to do to protect ourselves and others. Awareness: We all know that the pandemic has changed our lives in the last two years and that it has not yet passed, but we also understand (save for a minority of irresponsible people who reject the vaccine) what we need to do to protect ourselves and others.

And then optimism, that disposition of mind that helps us to see the glass as half full instead of half empty and which, above all, allows us to face the future without negative preconceptions. At this moment we do not need Cassandre to announce the worst calamities. We need to believe in ourselves, to commit ourselves to doing the best we are used to, both at work and in the family, and we need not to be afraid.

To tell the truth, I didn’t want to write about the cursed Covid even on the first day of the year but, having just returned to Spain for a few days, I realized that in Italy we cannot help but discuss it. Because all the media, newspapers, televisions, the world of politics, entertainment programs do nothing else. In other countries such as Spain, on the other hand, where the contagion situation is more or less identical to ours, people who conscientiously wear a mask on their face are not constantly bombarded with a myriad of anxious information. They have the news, they are informed but … the impression is that they are also able to live even with all the necessary and sacrosanct restrictions.

This is the wish I feel like making today: let’s try to live, to enjoy what we have, to inevitably learn a different lifestyle but without considering it a condemnation, if anything an “opportunity”. Let’s try not to be afraid of others because the only chance we have of defeating the virus is to succeed together.

With awareness and optimism.

As the great Lucio Dalla said, “the year that is coming will pass in a year. I’m getting ready, this is the news ”.

And you?

Editoriale Dicembre 2021 | Crida Milano

This, now standard, is the editorial of the greetings. We arrived in December struggling, each in their own way, to regain that normality and serenity that the end of the year usually brings with it along with its load of lights, toasts, purchases and parties. We delude ourselves that this is the case again but we also know that too many things have changed in the last twenty months and that it will never be the same Christmas again. It will be a sadder Christmas for those who in this difficult year, and still on the thin thread of the emergency, have lost loved ones, suffered from Covid by getting sick or losing their jobs. And to all those who have lived or are still struggling with a deadly and ever-changing virus, we are close with all our hearts. But it will also be a Christmas of revenge for those who have been able to hold out or have reinvented themselves, not without difficulty, creating new opportunities for life and profession.

Italy, which has shown that it knows how to manage this pandemic better than many other countries, is now facing a difficult but also exciting situation thanks to the economic recovery and the precious possibility of receiving from Europe those funds that could give an exceptional boost to all sectors of our economy. However, we need to row all together in the same direction, to be aware that this is a unique opportunity and, above all, it is essential to understand that we cannot afford another lockdown. The vaccine is our most effective weapon and the super green pass, which limits access to public places for the unvaccinated, is a tool that does not deprive the freedom but guarantees it to the entire community. We believe that getting vaccinated is a duty and a social responsibility: there is also the choice not to get vaccinated but there is no right to endanger the lives of others. So let’s try to prepare ourselves to live a Christmas in serenity and safety by taking all the necessary precautions.

We at Crida, like many other realities in the fashion world, have lived a year full of work and definitely uphill. It was not easy but we believed in it: in the recovery of Italy and above all in the strength of Made in Italy which represents the heart of our project. We have continued to collaborate with the factories of our territory by keeping the level of the packaging of our garments high, we have done research in the world of textiles to find the most beautiful Italian silks and wools suitable for our idea of fashion, refined and timeless. and now we are proud to announce that next season we will be present in many stores in Italy, in all the most important multi-brands and with the most exclusive brands. For me and Daniela it was a great emotion to see that the great Italian buyers have chosen us and believed in us and we will return this trust with an even greater effort of creativity and style. From the first capsule of ten dresses with which we presented ourselves to the market in that difficult February 2020, Crida has evolved and expanded to try to dress all women with her clothes and to meet different needs, while maintaining faith with initial promise: only natural fabrics without synthetic fibers and only products manufactured at zero km near Bergamo.

The greatest satisfaction of this year that is about to end is realizing that our message of quality and sustainability has passed since so many follow us, appreciate us and buy us. A heartfelt thanks to all of you who have allowed us to grow and to affirm ourselves in such a complicated moment. We promise to remain faithful to ourselves and to our style, convinced that fashion, while expanding and becoming more and more global, must always remain Italian and increasingly green and environmentally friendly.

This is the wish that we will put under the tree and that we address to all of you for a holiday period that is bright and aware.

Merry Christmas and Happy New Year with us!

Cristina & Daniela

Editoriale Novembre 2021 | Crida Milano

There has never been so much talk about sustainable fashion as in this period. So much so that, I confess, the term sustainability has almost bored me. But to avoid that, like the blah blah blah denounced by Greta about the commitment to the climate, being sustainable remains an attractive but empty word, it is worth trying to explain it better.

Sustainable fashion is fashion that respects the environment and society in all its phases: from conception to production, passing through distribution to sale. An easy concept to say but a little less to put into practice. And do you know why?

Because the fashion sector is a sort of sprawling entity that includes textiles, manufacturing, leather goods but also the entire production and transport chain, up to retail, that is, shops. According to the latest estimates, it produces 2.4 trillion dollars, employs about 50 million people, and is considered the second most polluting industry in the world, after oil. How did it come to this point? It happened when mass consumerism was born and artisanal tailoring gave way to an unbridled rush to create, produce and buy more and more frequently. The rise of the great fashion houses in the 80s and then the explosion of the fast fashion giants gave birth to a system in which collections follow one another quickly and wear out just as quickly to stay up to date with new trends. Not only. In order to maintain these high production rates, production has been relocated to the countries of the so-called third world, employing millions of people without adequate guarantees. The inevitable consequence is that the amount of production destined for an almost “disposable” use has had an enormous cost in terms of pollution and waste of resources, especially water.

So you will understand that making fashion sustainable globally means making a huge, substantial difference in the economic and social system that directly involves a huge number of people, and indirectly all of us. But it is a fundamental goal to be achieved.

Let’s start with what companies should do: certainly work with less polluting raw materials, reduce waste in production such as water and electricity costs, use local production on the territory to prevent goods from traveling and create durable products, stimulating the conscious consumption. Obviously, this economic model also provides for a more limited production that benefits quality, and the protection of the human component of the fashion industry. The big fashion houses have obviously understood that this is an obligatory path in order not to lose credibility on the part of an increasingly attentive clientele, and are launching capsule collections with recycled materials and investing in new eco-friendly materials. After Stella Mc Cartney, who was a pioneer, Gucci in clothing and accessories and Chopard in jewelry received the Eco-Age Brandmark for their commitment to sustainability. Hermes announced by the end of the year that it will make a new version of its iconic Victoria bag in vegan leather made from mushrooms. But also the recovery and reuse of materials, more exploited by young designers and new brands, reveals a side that is attentive to the environmental impact of fashion.

Daniela and I were part of the jury of a beautiful award dedicated to green design and all the young students who participated proposed clothes and accessories made from natural materials ranging from orange peel, cork to broom up to recycled butts of cigarettes. But beyond the hope for the future that certainly comes from the new generations, I believe that we are all involved in this necessary revolution. Because each of us is, even in spite of himself, an actor and victim of this industry. The iconic Miranda Priestly in “The devil wears Prada” taught her to her naïve assistant, explaining the path taken in fashion to get her to buy the felted blue sweater she wore… remember? Changing the fashion system means being able to be part of a global change simply by buying a pullover.

So remember to think when you buy, to check the labels, the compositions of the fabrics and realize that your gesture, carried out with awareness and repeated by millions of people, could make a difference for the protection of the environment. Fashion, let’s not forget it, is not just frivolity and appearance, but economy, ethics and society.

P.S. Crida, we say it with pride, is a totally sustainable company. If you follow us and get to know us, you know that we only use natural fabrics, without synthetic fibers. We buy them in Italy and produce them in factories in the area between Bergamo and Milan. We know well that those who do business today cannot ignore attention to the environment. This is why the goal of our project was, from the very beginning, to focus on quality and Made in Italy and create clothes with the idea that they must remain in the closet for a long time, clothes to be loved and stored with care. This also means sustainability.

Editoriale Ottobre 2021 | Crida Milano

“Fashion is a stupid, superficial and feminine thing”.

Word of Andrea Batilla, designer and great expert in fashion and communication who, in spite of this tranchant statement on his Instagram page, in reality, I’m sure, loves and knows fashion to the point of being one of the few truly sincere and interesting in commenting on the collections presented in this latest Fashion Week. He does not discount anyone, he is sharp and precise in his judgments, competent and never banal.

Reading her ruthless and perfect reviews online one wonders: so what should fashion be like today?

The fashion shows in Milan first and then those in Paris were the mirror of future trends, they are the showcases of what the stylists propose as an interpretation of society, of the customs of the desires and needs of consumers.

There have been years in which on the catwalks we have seen frankly unlikely dresses, due to shapes, materials and excessive frivolity, but which represented the spirit of the times or the dream of women at that time, and other seasons in which, instead, through fashion they were launched important social messages: Prada models without make-up and shapeless, hidden in oversized parkas and with the amphibians of metropolitan warriors or, more recently, the feminist writings on Dior t-shirts.

The figure of this season of fashion shows and presentations seemed to me more concreteness than extravagance.

We have come out of a difficult time, especially for the fashion industry, there is a need for certainties and solidity and this is what has been proposed in general. Each brand has done the best what it already knew how to do.

Batilla, now my beacon in the fashion jungle, however laments the lack of research and new ideas in some historical companies much loved by normal women like Max Mara and… listen, listen, Dior, making an intelligent reflection as always.

Maria Grazia Chiuri did not try to make an innovative and impactful collection for the media, but the strength of her brand is not so much the originality at all costs as the style and above all the ability to dress women of sizes, shapes and ages. different, making them feel good.

Exactly like Max Mara who has for some time now preferred wearability rather than extreme trends.

Fashion must address the audience of young and beautiful influencers / millennials / fashion victims capable of wearing even the most daring follies (or penalizing, depending on the historical moment) or must cultivate the variegated world of real women, who have sizes that exceed a lot of 42, have purchasing power and want to be elegant?

Does a product’s strength lie in the number of glossy covers it has appeared on or in the number of women who have actually worn it, feeling good? Batilla enlighten us who curries Maria Grazia Chiuri but in the end you listen to the motivations of your friend who tells you that Dior dresses never betray, they have perfect and comfortable sizes on the hips and armholes, in short, they are made to be worn by every woman (who obviously has the economic possibilities to face their very high prices).

We at Crida are certainly not at this level, but we believe that fashion can be research and style innovation, but also and above all that it should make the wearer feel good.

The most exciting challenge is being able to dress in an elegant and modern way even the lady who tells you: your clothes are so beautiful but they will never suit me.

And then see her smile in the mirror looking at how silk slips on critical points without pulling, and how an evening dress is perfect even on a non-model body.

Probably Andrea Batilla will never give Crida a review (thank goodness!) Because, rightly, he deals with the big names in fashion and we are not part of this Olympus (not yet …), but he reassured me his analysis on Dior and on the ability to make clothes that fit women.

Even though we are a young company, born less than two years ago, we have had this goal in mind right from the start: transforming “silly superficial and feminine” fashion into a wonderful world thanks to which each of us can feel beautiful.

Editoriale Settembre 2021 | Crida Milano

When we returned to work, my partner and I – Dani whom you all know by now – went away to a wonderful place: the Il Pellicano hotel in Porto Ercole. Maybe some of you know what I’m talking about, it is certainly one of the most fascinating resorts we have in Italy. I had already been there once many years ago and I liked it very much, because although it was decidedly luxurious, it reminded me of an old family home (it was founded in 1965), almost hidden as it is among the hills, surrounded by greenery, with no claim to appear, just to be incredibly welcoming and comfortable. Well, after so many years I found it exactly the same, although certainly some changes, technological and sustainable improvements have been made, but its structure proudly showed its age and all its Italian charm. And this in my opinion is its added value.

Why am I telling you this? Because I firmly believe that Italy has a heritage of beauty, landscape, art, gastronomy, not to mention fashion and design, unique in the world and that in many cases this beauty should be preserved rather than subjected to the fashions and trends of the moment. Speaking with the charming director, who is the daughter of the founder, Marie Louise Sciò, we discovered her commitment and her skill in keeping intact, even if renewed, the elegance of a place that proudly shows its age. And which, not surprisingly, is loved by foreigners who find at the Pellicano the essence of that Italian spirit that is difficult to replicate elsewhere, because it can hardly be explained: it is our most precious heritage.

I like to think that even in fashion, as I have often had the opportunity to tell, there is a world of brands that set trends and that every season offer products that will end up in the newspapers and in the windows as the must-haves of the moment., often pushing the accelerator of the most daring and perhaps difficult to wear novelties, and there are other brands, such as Crida, who believe that fashion should not be consumed so quickly, but preserved, worn over the years and appreciated for its quality and for that style that never sets. That’s why Daniela and I returned from that meeting comforted by this idea: the beauty of Made in Italy should not be flaunted, but discovered and loved and used for a long time.

This is for us the mood of the new Crida autumn-winter collection that we are happy to present to you and that you will find in stores and on our e-commerce. In addition to the silk dresses that are absolutely timeless, to be used in all seasons, there are other warmer, but equally comfortable and contemporary pieces. If you browse our site you will discover some models such as the Aviano and the Turin (yes, they always have the names of our beloved Italian cities!) Made with wool fabrics, always 100% natural, light yet warm, to be used as always from morning to evening.

We like the idea of dressing women in every moment of their day: the Aviano, as evidenced by the name of the place that hosts the American military base in Italy, has a military style and is the perfect soldier’s uniform (we are all a bit so right?) for those who are used to never stopping by morning in the evening but always wants to be in place and elegant, the Torino instead is a more rigorous robe manteau, but equally feminine and very easy. Do not miss the Firenze, our lucky silk dress, made in a delicate pebble print, graphic and special in the combination of colors. The Ischia skirt, one of our summer bestsellers in canvas, in this collection is in double crêpe, with the addition of a buckle that gives character, and accompanied by a jacket, Trieste, with perfect proportions to be worn as a suit on the skirt but also with jeans. The colors are the classic ones of autumn: camel, cream, military green, burgundy and blue of course, but also with some surprises such as mustard yellow and peacock, because never like this year we all want to experience winter in color.

For important evenings we have created the Levanto, a long silk dress with wide and totally open long sleeves to show a part of the arms with sensuality and to shine even more there is the Ravenna in precious fil coupé fabric, which recalls the splendor of the mosaics of Galla Placidia. There is no shortage of cashmere tricot dresses, in which we indulged ourselves in coloring the winter with bright pink, bright green and blue.

With the hope that it will be a brighter season for everyone, more aware of what we have been through and therefore full of courage and desire to start again. Reminding us that Italian beauty never dies.

Editoriale Luglio 2021 | Crida Milano

I don’t know about you but I’ve never wanted a vacation like this year. Even just to take any means of transport and rediscover the thrill of travel, the thrill of the journey, even if it is short. Immobility is perhaps what has weighed on me the most in the last 12 months that we will not be able to forget. But now it is right and healthy to think about ourselves again, give ourselves a little break, rediscover, even if with caution, the beauty of sharing our emotions with others.

What thoughts do we take on vacation? A bit of anxiety remains even if the vaccination campaign worked and this certainly makes us more protected than last year when at the end of August we found ourselves with a surge in infections due to the excesses of gatherings in seaside places. But there must also be a healthy enthusiasm for adventure, knowledge and the desire to return to life. We all deserved it, so let’s try to imagine a little semi-serious guide for this long-awaited summer.

  1. Let’s re-evaluate our beautiful Italy. There is no need to go far, you just need to want to discover beautiful things inside and outside of us, perhaps even very close. And our country is in great need of tourism and to restart the economy
  2. We are looking for travel companions that are compatible with our needs, we choose less but better. There is a need for serenity and harmony. And anyway not to be too many …
  3. We all want to dance, but before returning (especially for the younger ones) in the vortex of nights that never end, let’s remember how beautiful it is to dance in the moonlight in a few on the beach or in the countryside in the light of the sunset. We avoid excesses and try to appreciate little by little the pleasure of rediscovering the habits that make us feel good.
  4. We have all been very still, sitting at the computer, ate and drank too much (since it was the only thing that could be done) and maybe we get to the costume fitting not exactly in great shape. We choose a holiday dedicated to wellness instead of extravagance. Our physique will thank us and we will return home never so beautiful.
  5. Let’s not load up with suitcases exploding with clothes and accessories of all kinds. Let’s bring the essentials (a very important exercise for our minds), a few things that can be easily combined with each other, and rather allow ourselves the pleasure of buying something in the vacation spots we go to. We will feel more suited to the atmosphere of the place and will help the local economy with some purchases that will always remind us of that precise moment of the trip and therefore will remain special.
  6. It’s time to make new acquaintances. We have been too long closed in the circle of family and work without being able to expand our world of relationships. For those who feel like it, this is the right opportunity to go on vacation courageously alone, not to lead the life of a hermit, but to be curious, interested and kind to others, to listen to those who are different from us and find out from other people. things we still don’t know. And, why not, to abandon ourselves to new loves …
  7. We go on vacation to learn something: whether it’s trekking in the mountains, yoga on the board, surfing or a cooking class. Let’s take advantage of this moment to go home enriched by a new experience.
  8. For me, holidays also mean reading good books. The days before departure I go wild to look for all the novels that have intrigued me. My advice is not to buy them on Amazon: let’s try to free ourselves from the slavery / convenience of buying online. Go to the bookstores in your cities, get advice from the booksellers. If everyone continues to order online from the giants of the network, those wonderful places that are bookstores will disappear and there will no longer be the pleasure (for me essential) of entering a place full of books and getting lost in leafing through the volumes, reading the plots and decide which story will keep me company on a trip.
  9. We listen to good music. Not only the hits of the moment and the catchphrases that will accompany us everywhere (the joy of Jovanotti-Morandi is already inside our heads) but we discover different music, which takes us to other worlds, which accompanies us in the memories or in the emotions that touch us the heart.
  10. We try to make this vacation unforgettable for ourselves. The journey must begin within us, not when we board a plane, train or ship, and it must be done to discover something that makes us feel good and possibly better than when we left.
  11. Good summer everyone.

Editoriale Giugno 2021 | Crida Milano

What does it mean to dress well? The fashion trends in the last hundred years have been so different, extreme and unsettling that it seems to be difficult to find a minimum common denominator that can unite them in the concept of elegance. Fashion has always been influenced by historical moments, thought, music or political struggles to launch trends that become uniform especially for young people, for those who ride and understand those thoughts.

A few examples? The break-up jeans worn by Elvis and James Dean in the 1950s that from America come to revolutionize post-war European respectability. In Europe these are the years of reconstruction and the economic miracle and if Paris dictates the law with the creations of Emilio Schuberth and Christian Dior, the fashion world begins to be invested by mass consumption, so much so that the Italian fashion industry was born in Florence with the first fashion show at Palazzo Pitti in 1952 with models that were not made to measure. If before dressing well meant being imprisoned in rigid bodices and petticoats, now clothes become easier and more wearable, until the arrival of the new Coco Chanel revolution that clears trousers and garçonne looks, removes collars from jackets and fills them with necklaces .

But the 60s had to arrive and the music of the Beatles and the Rolling Stones to drastically reduce the hems of skirts thanks to Mary Quant’s stroke of genius and the unrepeatable atmospheres of swinging London, where true youth rebellions are born. Le seguaci di Twiggy, la prima magrissima top model universalmente nota, indossavano microgonne, stivaloni, i capelli a caschetto e le ciglia finte: eccentricità, rottura col passato, voglia di vivere, rock and roll.

In the 70s, on the other hand, the girls are tougher, they do not want to be noticed for their beauty and sex appeal but, in spite of appearance, they claim their intelligence and political commitment. These are the years of student uprisings, feminism, the refusal of war and peace and love: long skirts and hippy dresses, flared jeans and a low waist to show that belly they want to dispose of according to their will. These are the years of the sexual revolution and everything is possible. Even in this historical period, clothing, which today we would not define as respectable, served to make an entire generation of girls who had ideals of equality, emancipation and independence feel good.

That genius of Armani had to arrive in the 1980s to finally create a look for career women that did not make them feel less authoritative than men but equally feminine in the workplace: the trouser suits with unstructured jackets but with strong shoulders have redefined the style in a very specific historical moment, the one in which women began to weigh in social and public life. From then on, fashion followed the change of times by consecrating the great Italian brands as guidelines for style: the woman now had a thousand faces and could choose based on her personality, whether to be Mediterranean and sexy in Dolce and Gabbana, refined and very chic wearing Valentino, wild and animalier with Roberto Cavalli’s dresses, romantic at the Blumarine or intellectual as was designed by Miuccia Prada.

Women’s struggles in the 21st century are no longer just those of women: the new generations take to the streets today to recognize gender equality and to raise the awareness of the great of the Earth towards a problem that is global and affects everyone, attention to the planet. And fashion once again accompanies this social commitment with other changes. The collections of the last few seasons are increasingly unisex, supporting the right of everyone to be exactly as they feel, without more diktats and labels: masculine and feminine mix in a fluid fashion, without borders, free as it has never been before.

Dressing well today means more than ever feeling good in an image that is our calling card to the outside world, the dress is the first thing you see about us and everyone has the sacrosanct right to interpret it as they wish. But dressing well also means consciously wearing clothes that are durable, the result of a textile supply chain that respects the parameters of sustainability, a fashion that does not pollute the environment, that respects animals and plants.

Today dressing well is a common responsibility we have towards ourselves and our planet, not just a matter of aesthetic elegance.

Crida knows this and does it, not just in words. It is more difficult and more expensive to follow this commitment but it is essential that it be shared by businesses and consumers, especially the youngest. I dress well because I know that my dress is a flag, which tells not only my image but also the values I believe in.

Editoriale Maggio 2021 | Crida Milano

Metti un po’ di musica leggera perché ho voglia di niente… anzi leggerissima! This song by Colapesce and Di Martino has become my mantra, during home aperitifs with my daughter, hinting at dance steps in the kitchen or humming out of tune in the car when I go to work, a real catchphrase present in my head morning and evening. What do I want? Of nothing … of lightness, we have already thought too long about painful and dramatic things now we want a pleasant nothing, which then means everything, or rather all those things, even very small ones, like having a cappuccino in a bar, which could not be more to do … For too many months we have dealt with only the basic needs of the children’s family home, moving from the pharmacy to the school to the supermarket for essential goods, socks and underwear for the children, overalls to stay at home, supplies for the weekend, now is the time to rekindle the desire for something that is not only light but also, why not, absolutely superfluous! We deserve it.

It’s May, spring now fills our days with scents of flowers and hot sun and we can’t help but feel that unbearable inebriation that comes from the desire to buy something new, but not because we really need it, just because we like it. I know, it is frivolity, but how long has it not happened to me to walk in the streets of the shops and enter to browse only for the pure pleasure of trying something in the dressing room and seeing how it is, to be amazed at having found something I had, without to know, an absolute necessity to feel good.

I believe that we women all agree on the therapeutic value of the purchase, but what to buy in this moment when we want everything and nothing? And above all for what? Events, parties, occasions are still lacking, but there is the possibility of going out to a restaurant for lunch, of venturing into a cinema, of inviting two friends over for dinner, always respecting curfews and distancing.

And that’s enough to make me want to be pretty, to wear something special. Enough shapeless dresses and slippers, spring this year must really make us flourish again. I confess that before (Covid) I used to buy things compulsively, perhaps low cost, to compensate for a pain, an effort, or to reward myself for a small success, only to find a quantity of things in the closet that I would no longer have. remitted, with the knowledge of having thrown away some money. Today, I don’t know about you, but I certainly conditioned by the long abstinence from shopping, I want to buy less and better, maybe one very special thing, which will remain in my wardrobe for my whole life (oh well maybe I exaggerate!) But that I will definitely not tire the next season. And when I locate it, I will pay close attention to the internal label that reveals the technical composition, to be sure that the fabric is really precious and worth the price I see on the tag. After that I will let myself be carried away by the joy of wearing a color to choose …

I have never seen such an explosion of bright colors in the windows and on the pages of newspapers, as if never before have women wanted to get noticed, to express even only with the color of clothing (yes, just like royalty) their emotions, the joy of being able to share pleasant moments with others after the long months of isolation. And then we fearlessly choose a bright, full, decisive color without fear that it will be … too much, and indeed we dare even more to combine it with another color block, as we had never done in life: yellow with green, red and l ‘blue, pink together with orange, yellow and peacock. Each of us has a favorite color that enhances our complexion and makes us feel beautiful, now is the time to find out. And to buy it.

Crida, you know, was born in February 2020 just on the eve of the epochal change that would have swept the world in this last year, presenting a small capsule of very brightly colored silk dresses. Even then we thought that there is nothing more beautiful, cheerful and full of energy than a colored garment made of natural fabric, and today the new spring-summer collection it enhances this trend even more and takes on a profound meaning not only of style but of the will to live, to enhance our beauty and femininity, to… start over.

Here is the lightness of which Colapesce and Di Martino sing, a need that we should not be ashamed of but that helps us to make ourselves feel ready to live with others and to express our tiring way with a new and colorful dress. revenge.