Made in Italy, eco-sustainability and creativity. These are the main reasons for buying emerging brands. From these three characteristics arise other ones, all linked together. From an all-Italian manufacture, in fact, we get to the artisan production, passing from the quality of the fabrics or leathers. Then to the realization on site, taking advantage of the different characteristics that each region of our country. Straightaway the result is an immediate environmental protection. Yes, because an up-and-coming designer does not have the sales volumes of fast fashion brands, which have stockpiles of millions of pieces, thus polluting because it takes months, if not years to dispose of them. In addition, a young designer has more love for his work and can focus on finding organic fabrics or other yarns from a controlled supply chain.
The production limited to a few pieces also entails the possibility of truly being inspired by what fits the most with the DNA of the brand and its customers, keeping authentic the real reason why fashion is actually made: to make people dream, consciously. As does THE B., which produces entirely in Italy its magnificent creations for the woman, inspired by vintage but reinterpreting it in a contemporary key thanks also to the artisan hand at its disposal for development of every dress.
Buying a garment produced by an emerging label means betting on it and thinking about the future. In fact, it is a real investment that, over the years, can increase the value of the purchased piece. Even in the case of a handcrafted t-shirt. The young brand Nicola Brescini realizes in Florence t-shirts on which illustrations are printed, born in order to express his point of view on society.
Large multinational corporations, even among the luxury ones, no longer pay attention exclusively to these aspects. Their interests, in fact, are different, as the profit up to the decentralization of the production process. Although some are changing course, focusing on the environment, for example, it is very difficult for them to return to the integrity of the past.
Exclusivity is another word in the vocabulary of emerging fashion. Go against conformisms, the rules imposed by social networks. And if we want to talk about (and aim at) genius and unruliness, how can we not mention the handmade jewellery by Lora Nikolova who in Milan, in her own atelier, creates jewels inspired by abstract art, using various materials, such as glass, resin, till semi-precious stones. To give that touch of preciousness that never hurts. And luxury is also required in author’s fragrances, exactly as those signed by Mendittorosa. In the laboratory, the founder Stefania Squeglia creates uncompromising perfumes inspired by Stromboli, the island from which her inner journey and the world of perfumery started.
A great creative woman, rebellious and avant-garde, emerging couturier between the 70s and 80s, Vivienne Westwood, said: “Buy less, choose better and make what you buy last longer. Focus on quality, not quantity.” Buying an emerging brand means just that. And it’s a great feeling to focus on the niche instead of the mass brands; to wear something that nobody else has.