After a mild, sunny spring that most of us only saw through the windows, summer finally burst out.
The changing of the seasons is one of the few certainties that remain in this historic moment of disorientation and upheaval of the known balances.
The pandemic has changed the world in many ways, and we still struggle to trace its boundaries.
Many industries will have to reinvent themselves and rethink the whole system, and fashion is one of them.
During the months in lockdown, the sale of clothing and luxury goods plummeted, bringing small businesses and production giants to their knees.
The emergency gave rise to a profound reflection on the status quo.
Giorgio Armani hoped for a slowdown in a rhythm that is now not sustainable any longer: a continued increase in the number of capsules and collections unrelated to the seasons, with items that quickly become obsolete, an incessant production, with large inventories to be disposed of, with obvious consequences for the environment. Accustomed to being bombarded by constant stress to compulsively consume fast fashion, the months of suspension have also changed the propensity to shop of many consumers: because of the uncertainty, and in many cases also reduced economic capacity, the trend is to buy less and better, where better means sustainable, artisanal and, why not, local.
A study on consumption in recent weeks has found that transactions are lower, but the average receipt is higher: this indicates that purchases have been made more deliberately and with an eye to better quality and durability, considering them as an investment.
Moreover, it seems that the crisis has awakened an ecological conscience in a part of the population: people are more willing to invest in natural and sustainable items and in brands committed to the preservation of the environment.
We want to tell you about a selection of clothing and accessories that we have chosen for you. From large maisons to small artisans, they all have in common great quality and respect for raw materials.
Matteo Marzotto, President of Dondup, explains that once jeans were discolored by washing them in industrial washing machines filled with large stones and adding chemical additives.
Today, on the other hand, Dondup use laser technology to treat jeans, thus avoiding residues, particles and polluting waste.
Glam and sustainable.
A perfectly cut jacket in a fine fabric lasts a lifetime.
Alexander Mcqueen, quintessentially British, was a fashion genius. His legacy lives on through Sarah Burton, who also dresses the Duchess of Cambridge Kate Middleton for the most important occasions.
If you say shirt, you say Aspesi.
Established in Legnano in 1969, by Alberto Aspesi, it was born as a shirt brand and over the decades has grown to offer a total Italian, minimalist look, always choosing the best fabrics and featuring a subtle style in which true luxury lies.
Edhèn Milano. Small artisanal shoe brand crafted in Parabiago, one of the most important shoe districts in Italy. From the idea of two young and brilliant entrepreneurs who worship quality, style and Italian elegance.
Brioni. Flagship of Neapolitan tailoring, recognized worldwide for the skill and refinement with which menswear collections are crafted.
Also the accessories are made of first quality materials and are destined to pass from father to son.
Borsalino is an icon. Founded in Alessandria in 1857, it produces hats that have entered the history of cinema, such as those worn by Humphrey Bogart and Ingrid Bergman in Casablanca or by Marcello Mastroianni in 8 1/2 by Fellini.