An invocation. An anthem to take your life in your own hands. It is the symbolic scream of Yosono bags. The brand made in Italy, born from the creativity of Silvia Scaramucci, has come to the second collection, entitled Ride your life. At White, during the Milan fashion week in February, the designer explains why she wanted to associate this name with her accessories: «I would like every woman to be aware of her abilities, that she knows that she can overcome her challenges by riding them. Without giving up, because life is like a Rodeo, a shiver that must be lived without fear.»
A ride. Like that of the brand, which is already finding an important number of buyers and loyal customers, even among the youngest. «I do not want to create bags for a specific target. The freedom to be oneself is essential for Yosono. That’s why women who buy our pieces have different ages and lifestyles.» Scaramucci, also founder of Demanumea Unique Artbags, tells us about a project in leather accessories created by artists which, however, clearly differs from the one in question, founded in 2018.
The Yosono creations focus on being no-season and on three concepts: they are customizable, accessible and fun. As for the latest collection, it takes inspiration from the Wild West saloons but also from the neon signs that today recall the America of those times. Symbols such as the horseshoe, the snake, the guns, the stars, the moths and the bandanas are reinterpreted by the team’s artists and become prints and unique workmanship on the covers, part of the bag that is the soul of the brand. The shoulder straps become the means to launch irreverent messages such as “God bless fake pyton” or identifiers such as “We are Yosono Gang”. «And this is precisely the mission of the brand, to create a sense of belonging to an unconventional way of living life and to feel part of a group, of a strong and active female gang, but that allows you to maintain your identity through the his own taste and his free expression.» Yosono’s founder of concludes.
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