December Editorial

It will be a strange Christmas what awaits us. By now we know. But I believe that there will still be something positive in these holidays that we will certainly not forget. Meanwhile, the fact that 2020 is about to end is a relief for everyone, I can already imagine the texts of the messages that will run on social networks on New Year’s Eve, releasing the most unbridled and irreverent creativity regarding the terrible year we have passed. After so much pain and fear, perhaps we will be able to smile again (and thank goodness we are still allowed to do this) but we will also need to think about how to face the new year to avoid being overwhelmed again by the deadly and dreaded wave of return. So: prudence, respect for others, protection and a bit of optimism that doesn’t hurt. Who knows what we will think in ten years from seeing the photos of 2020 with masked faces and the distance that prevents hugs? “Cursed 2020” or “fuck 2020”, to be even more explicit, will become a way of saying that our children will carry around and tell their children…

Will we be wearing the exaggerated evening dresses on the 31st? Probably not because crowded parties and dinners will still be banned to protect our health. There will be no wild dances until dawn, sequins and high heels, but nothing prevents us from welcoming the new year with sobriety but not without elegance. Isn’t it nice to prepare yourself carefully, choose a special dress, carefully put on make-up and prepare the table with the best service and then sit down with your loved ones and have a Christmas or New Year dinner with traditional dishes? I’ll tell you something: for years before 31st I went to buy myself an absolutely crazy, glittering, gold and silver piece (dress or accessory), to be able to wear something new and decidedly flashy, if for a dinner in mountain hut or a New Year’s Eve to celebrate in a club with friends. Things that I would never have put back on other occasions, some, I admit, totally useless. Today I don’t do it anymore, and not just because we can’t travel or dance … I believe that if there is something positive that Covid has taught us it is the ability to appreciate and exploit more what we have and not to shop without sense. Buy less and buy better, above all choosing based on the quality of the fabric, the sustainability of the materials, looking at and understanding the substance not just the shape. Mind you, we are women and fashion lovers, so impulse buying to gratify us will always be a joy, but I am convinced that these difficult times are driving us to change our attitude towards fast fashion and focus on the value of the garments.

Do you know what the circular economy is? It is an economic model in which production and consumption scraps and waste are reintegrated into the production cycle to reduce the impact on the environment. It is the opposite of the linear economy based on the typical “extract, produce, use and throw” scheme. To make this happen, companies must be the first to convert to this economic logic, but also that consumers know how to recognize materials that are difficult to recycle such as synthetic ones and want to choose natural ones. We at Crida did it immediately, well before Covid and all that this global tragedy forced us to reflect on.

We continue to do so convinced that we are on the right path, trying to create a fashion that is not only beautiful and attractive but also ethical, sustainable, environmentally friendly. We will continue to work with companies in our area, to help Cesvi, an NGO from Bergamo that is doing so much to help the weakest and people in difficulty.

And then the wish for everyone, friends and friends who follow us, is to be able to grasp the truest and most profound aspect of this Christmas. Love for oneself that cannot ignore the good for others, for the planet we live on, for important values: family, friends, solidarity, kindness, the joy of giving, even if it’s just a hug or a smile.

We believe in it and we want to share with you the desire to restart and rebuild, on the rubble and pain of this cursed 2020, a world that is better.

Cristina e Daniela, from Crida