Coronavirus Live/We at CRIDA are also ready to start again. – HUB Style

“Being from Bergamo means being concrete and not being afraid of sacrifices, hard work, fatigue. Everyone is now ready to roll up their sleeves and start again. And we at Crida will do the same”. Cristina Parodi and Daniela Palazzi want to send a positive message. With CRIDA they have bet on femininity and on their Bergamo.

Given your background, Cristina, why did you decide to join the CRIDA project?

C.P: I have always been passionate about fashion. I followed and studied it even better as a journalist when I was at TG5 and for some time together with Daniela Palazzi the idea of creating a line of clothes only was born. After having produced several for us and our friends (Daniela is the true creative and stylist), we thought it wasn’t too late to follow our dreams. So we took the plunge.

CRIDA is the acronym for Daniela and Cristina. Inspiration, drawing, expression the first. Communication, word and relationship the second. Where does the project come from?

C.P: The project was born from the idea of making women wear clothes again. Which must be comfortable and chic, feminine and elegant, carefully made and with natural fabrics. Able to stay in the closet for much more than one season.

CRIDA is relatively young. What does it mean for a reality like yours, to live the current scenario?

C.P: Crida was born in December with a first collection of silk and cotton dresses that had excellent feedback from the press and buyers. The COVID emergency blocked everything, halved orders and like the entire fashion world we also stopped. For a small new company like ours it is a hard blow but now we are ready to start again to deliver in stores and through our e-commerce

How have you and are you dealing with the emergency situation we are forced to live?

C.P: The pandemic that has overwhelmed us has not only disrupted our lives but has certainly changed the rules of the world that we will find once the isolation is over. The fashion industry will also have to adapt to new needs and perhaps slow down a bit the frenetic pace and super fast consumption. I believe that now more than ever clothing companies must offer consumers concrete values and emotions, as well as extreme trends and frivolities.

Will consumer needs change? If so, how?

C.P: The needs of consumers of super luxury goods may not change, but those of others will. I believe that purchases will be made with more awareness, people will look for items that can stay in the closet for more than one season, they will look for quality over quantity. Crida was born with this philosophy: to offer women well-made clothes at a reasonable price, to combine Italian sartorial elegance with style that lasts over time.

And the purchasing methods?

C.P: For us, stores are fundamental. Since it is our first collection, we need customers to discover us in the boutique, go and try on the clothes to verify their excellent fit and caress our fabrics, notice the sartorial details. Then the online will be fundamental to reach more people abroad too. I like to think that we will be able to do small presentation events in the stores that believe in us to be able to better explain what is behind a collection and let customers live experiences of comparison and information as well as purchase.

What are the future strategies that the brand wants to approach?

C.P: Our future strategy is to be faithful to the idea of elegance that we wanted to create. We will continue to buy Italian fabrics from our companies, to use manufacturing laboratories in our area between Bergamo and Milan. We want to be totally sustainable from an environmental point of view and guarantee the highest quality. We want our customers to recognize in us the Italian style that the whole world envies us.

What does it mean to be from Bergamo and live in one of the hardest hit areas? Are your garments produced in the area?

C.P: We are proudly from Bergamo. And being from Bergamo means being concrete, not being afraid of sacrifices, hard work, fatigue. And the period that is now beginning will be really hard for us as for all the thousands of companies in the area. We have had so many deaths and too much pain but everyone is now ready to roll up their sleeves and start again. And we at Crida will do it too. Here we say “mola mia” which means “you never give up”. Now that we have built our little dream we will not let it vanish.

by Sara Cinchetti

Source: https://bit.ly/3cvbViq