StThey are small, but with big ambitions. Let’s not call them emerging brands: in a decidedly not idyllic 2023 panorama for niche brands, nobody pushes or finances them, they mostly do everything themselves. There are those who have been involved for years and those who have only been around for a few seasons. All are united by recognizable collections, Made in Italy productions And brilliant creative minds. Not just designers: all-round micro-entrepreneurswho often don’t have a press office and don’t rely on any showroom.
Questions of choice, or budget. If a fast fashion giant like Shein can afford a fashion show in Paris with 76 looks, 300 guests and some controversy, young Italian fashion brands of small dimensions in 2023 will mostly choose the dear, old word of mouth.
Where to find them: online and in pop-up stores
They are bought online, or on Instagram, writing in DM; or discover each other closely in the pop up store that they organize together. Nothing to do with the summer ones of the noble Maisons, in the most suggestive holiday spots: mini city hangouts, to which friends and colleagues from other brands invite, and where a relaxed chat and a drink are never lacking. Every now and then even the public of insiders ends up there, grappling with the overdose of travel, events, presentations and, indeed, institutional temporary shops of the bombastic post-pandemic fashion world.
A look by Laneus SS23 (Photo: Laneus).
Unique designs and stories
Losing them is a pity. Not being able to give space to everyone, a regret. Knowing them, a duty for those who love to stand out. To whom are they addressed? What are typical customers? There is no single answer. Simply, those who love beauty cannot fail to be impressed by their unique designs – or by their stories.
One of the handmade maxi cardigans by GIO – Giovanni Gerosa (Photo: GIO – Giovanni Gerosa).
Perfect to pack, or to study in relaxation mode, so as not to be caught unprepared while shopping, waiting for the next meeting place. Mark your diary: there is still June 14th to discover the colorful Made in Italy creations of THU – Giovanni Gerosa and Resort dresses by Amothea, for example. And until the 15th for a stop in Milan, in via san Calocero 3, to discover, among others, the summer bijoux with the daisies of LuLu Studio.
Unity is strength. For those passing through Naples, a stop at the new shop of handcrafted bags by Ledeffin Via Carlo Poerio, 90, is a must: until June 15th it also hosts the swimsuits by Bea Studio.
Costumes, t-shirts, dresses and jewels for the sea (and to love)
Swimwear (Nime), sarongs (Panarehi), holiday jewelery (Colored necklaces), handmade sandals (Myalma)blazers that don’t take themselves too seriously (VitoVi), pajamas for going out (Silence Please Collection), even flannel (Leontine Vintage): of creations signed by small Made in Italy brands in 2023, to be discovered, there is something for all tastes. With an eye to the collections that also combine the pleasant with the useful, in their small way: the charity t-shirts of goOOdersinclusive and sustainable underwear by Milk The Labelthe sunglasses created with the waste of the oceans by junk.
A shot of Panarehi SS23 (Photo: Panarehi).
But also the realities that choose the niche to distinguish themselves, despite being more structured and already landed in events of the caliber of Milan Fashion Week: from the equestrian total looks of Durazzo to the strong 100-year history of embroidered clothes Loretta Caponi.
There is only one message for everyone, enclosed in the summer 2023 t-shirt signed by the very Italian Mimi à la Mer: Take me to the sea.
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