Lido di Venezia is no commonplace.
The visitor that arrives here on the short Vaporetto ride instantly understands that this long and narrow island is the result of many silent, yet vibrant, dialogues between opposites: the Venetian lagoon and the open sea; the unmistakable lines of Venice architecture at the horizon and the eclectic blend of Liberty summer villas and hotels with rationalist buildings; the chill of beach-goers relaxing at Alberoni’s dunes and the busy bustle of the town-center.
The Lido has been playing a magical spell for centuries. It’s not by chance that this is where Venetian Doge celebrated the “Marriage of the Sea” declaring Venice and the sea indissolubly one. The likes of Diaghilev, Coco Chanel, and Churchill holidayed here, making it the most elegant beach in Europe. But its charm went beyond the label of “à la mode” beach resort and the Lido became a sanctuary for leading world literature writers as Lord Byron and Thomas Mann who chose it as their home. Today, during the Venice Film Festival, the Lido gives a “dolce vita” stage to new languages and expressions in the seventh art.
After working in different high-end fashion houses, we become convinced that current luxury products do not deliver the promised quality anymore.
Spending a lot of money does not guarantee you anything these days. Expensive products can be almost as poorly made as the cheap ones, and often made in an unethical way without respect for the people and the environment. The reduced time between design cycles has led to an increase in alleged plagiarism, as the pressure to create new collections is as much as a concern for mass-market players as it is for luxury brands. Designers are more and more sanctioned for production, encourage to constantly repeat them-self to deliver what is selling rather than defining what will sell through forward-looking design risk. This translates into products that look more and more alike, tiresome after few weeks, made in same materials and with the same standardized production techniques.
This means offering to our customers a unique item that will last lifetime and beyond. In a world where people and products look more and more alike, we want our handbags be an expression of our customers unique, lifestyle philosophy. Our customers are modern times flâneur, who like to discover new things, defy categorizations, and create their own personal traditions. People in constant evolution and revolution, but remaining effortlessly true to themselves.
This is the statement of the less obvious luxury.