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SHAPING THE FUTURE: STAIY AT THE SUSTAINABLE INNOVATION FASHION WEEK IN ROME

STAIY PARTICIPATED ON SEPTEMBER 14 IN THE FIRST EDITION OF THE SUSTAINABLE INNOVATION FASHION WEEK IN ROME, AN EVENT THAT SEEKS TO ADDRESS THE NECESSARY CHANGES TOWARDS SUSTAINABILITY IN THE ITALIAN FASHION INDUSTRY AND SUPPORT THOSE STARTUPS WHO WANT TO ADOPT GREENER PRODUCTION MODELS.

Words By José M. Sainz-Maza

There is an intimate relationship between Italy and the fashion industry. Along with wine, olive oil and good food in general, elegance in clothing and indisputable style are elements that anyone around the world can relate to this boot-shaped Mediterranean country. Since Italy began to export to the world the quality work of its clothing firms and the groundbreaking vision of its designers in the 1950s, Made in Italy has become synonymous with good taste, class and luxury; the quintessence of a lifestyle envied by all. But times change, and it is necessary to adapt to them and accept our responsibilities. Faced with climate change and the environmental crisis, and alongside an increasingly conscious population, the fashion industry must be able to evolve and use technology to its advantage. 

This is the idea behind the launch of the Sustainable Innovation Fashion Week in Rome, an event that aims to bring the necessary change to the heart of Italy and thus support the country’s design industry and image abroad. Organized by renowned businesswoman Valeria Mangani and her communication agency Made in Italy Luxury, this disruptive event has been a prelude to AltaRoma fashion week in the Italian capital. The occasion set a milestone in the world of sustainable fashion in Europe, and a necessary step to promote entrepreneurship and ensure that such a relevant industry is able to adapt to new trends and address the current needs of society. Staiy could not miss a date like that.

Staiy was founded in Berlin by four Italian entrepreneurs: Adrian Leue, Chiara Latini, Ludovico Durante and Alessandro Nora. “It’s amazing for us to show up at the very first edition of such an event, representing over 130 brands, and featuring several designers with Italian roots. It’s a real honor to be in our capital city doing this,” co-founder and CMO Ludovico declares. He was present throughout the whole event, which took place at Sublime La Villa, in a spectacular location near Ponte Milvio and overlooking the Eternal City. Important personalities from the Italian business and institutional sphere met there, such as senior representatives of the Ministry of Economic Development, the Vice President of the Lazio Regional Council and the City Council of Rome, the CEO of Unico Energia, Aldo Arcangioli, the founder of Dreamers Day, Francesca Del Nero, and many other political and social personalities of the country.

The inaugural event included workshops, stands, a catwalk, and a luxurious dinner to close the evening, a genuine reflection of the most canonical Italian lifestyle. Along with participating labels such as Fili Pari, Eleonora Riccio or Double, Staiy featured designs by Wuuls, Silvia Giovanardi, Seriterm, AA Gold, The Trace Collective, Canussa, Olly Lingerie and Christina Leonor, styled with pieces from Komodo and Vintage for a Cause. “I cannot describe in words the emotion that we are here, not only as a selected brand but as a partner, and with so many firms behind. Our barefoot models walked down the runway for the closure, wearing some gorgeous blended designs. The last collection on the carpet was curated by internationally acclaimed designer Silvia Giovanardi, and that’s when you realize the strength of what we have in place at Staiy,” Ludovico says.

“From my point of view, one of the best things about our designs was that, despite being rather outstanding and inspiring, they were mostly wearable. In spite of the importance of the creative side of things in fashion design, it is fundamental that outfits can be practical,” he adds. “Fashion should be at the service of the people, a particularly powerful idea when it comes to sustainable brands.” Ludovico thus emphasizes the need to highlight the mission of the brands Staiy works with, whose ethical commitment is very deep and which were founded, in many cases, with the intention of challenging the traditional industry and doing things better. 

Asked about a final conclusion for the participation of the Berlin-based green marketplace in the Roman Sustainable Innovation Fashion Week, he smiles: “Seeing such an engaged public and beautiful stage for an uprising trend is really motivating. Tomorrow morning is time to keep working so that many more moments like this come.”

Shop Featured Brands in Sustainable Innovation Fashion Week in Rome

KOMODO

HANA Organic Cotton Jumper Black/Pepper

VINTAGE FOR A CAUSE 

The SOMA bomber – 4

FILI PARI 

Nina – Marmo Giallo Mori

OLLY LINGERIE 

Laïta Burgundy Pantie