When patience rewards. This is the case of Eleonora Azzolina, fashion designer, you have increased its brand within a few years thanks to a strong focus on market demands and at the same time a strong sense of stylistic individuality characterized by minimal lines opposed to structures complex.
You started your business from a few collections, what was the most significant development for Eleonora Azzolina?
For now I am on my third collection, the changes have been so many, both in terms of quality and in terms of distribution: in very short time we managed to position the brand in various boutiques throughout Italy. Eleonora Azzolina was born with a capsule collection of twelve pieces in two colors, now they are increased by more than twice as well as the outfits. The choice of fabrics is very wide and varied, and the same for all colors. They may seem trivial, but for an independent brand even these small changes are significant.
On what values is based your brand?
The intent is to create virtuous fun and trendy outfits where minimalism and cleanliness are the guidelines. Another key word is comfort: fanciful shapes but where we can move freely and make us feel at ease even with the use of fabrics like fleece and for the latest collection neoprene mixed with organza and coated elastic. Simple lines and minimalist, never excessive, but even that does not leave the comfort grace and femininity. Another important value for us is made in Italy and tailoring: all the garments are produced in a tailor’s laboratory owned by us with a very high attention to quality and detail, both in manufacturing and in the decorations made one by one by hand.
Yours is a style in which are mixed street-wear and glamor. What is the factor that keeps them in balance?
The brand was born out of these opposites: streetwear and glamor, minimalism and decoration. I try to put together what the collective is classified into two different categories: street-wear shapes, as American bomber shapes over, but with sleeves in iridescent organza, very glamorous. Pencil-skirt with clean neoprene which is the tissue that expresses more minimalism, but decorated with rolled and lighting that have nothing to do with minimalism. Balance is created by small details, from small changes that disrupt completely the vision of a dress.
At market level to which type of woman are directed your creations?
I like to describe my style as easy-luxury fashion that ranks in the mid to high end of the market as they are tailoring products of high quality but at with competitive price and affordable for everyone. The garments are designed for a girl and a woman full of vitality that lives so hectic in a day’s work or in college, a drink with friends or an evening improvised in some clubs. A contemporary woman who loves to be comfortable and dress in a few gestures and with few heads but that may make people feel perfect, but especially at ease in all situations you will face during the day.
What is for you the creativity and how this is expressed in your collections?
I firmly believe that creativity is a journey that not everyone knows how to take. Personally I start with an inspiration precise as a particular world or a story I would like to express the design and seeing where I bring the mind and hand. It may be that during the creative process changes the inspiration, or there are other more interesting, or that you cancel everything and starts over again with a better idea. I take a blank sheet of paper, create the “star” of the collection, then a figure different for each collection and dress with lines, shapes and forms. What comes first is the form, it must be harmonious, full, contemporary. Then step to the matter, I think about how I’d like to see that form, in which the substance, with that body, so I decide fabrics and materials. Finally I think about the colors. The key is to have fun creating: more you enjoy the more successful collection.
Continue to improve more and more collections, expand distribution with particular attention to abroad’s market, and why not, maybe open a flagship store.
ph courtesy: Eleonora Azzolina
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