MAGAZINE April 16th, 2021

FLAVIALAROCCA Interview

Fondazione Pistoletto

 

Hi Flavia, how are you?

"Good, thank you. There's a buzz in the air that almost scares me! We'll have to see how the orders are going, but I have to say that, finally, the interest for sustainable fashion is tangible". 

You started in 2013 with a small modular wardrobe. How have you felt since then?

"I have refined the product in terms of design, and I have worked more on modularity and functionality. I have reduced the pieces and increased the combinations: today, in my kit, three garments turn into ten combinations. Now I am a complete designer, and my knowledge of sustainability is much deeper than earlier. I have become a businesswoman: I think of the product and how to communicate and sell it. When I describe my garments, I do formation and give information on the processes and fabrics, always following the highest degree of transparency. 

Has your idea of sustainability changed? 

"No, I have given attention to design, materials, and people who I work with since the beginning. If there is s difference today, it is the attention to the garment's end of life because I want it to be recycled. That's why it will be vital for me to have my e-commerce. Today, the idea is to recover end-of-life clothes, but I need a strong partner to develop this plan.

What is the achievement you are most proud of?

Definitely, the victory at the Green Carpet. But bringing to the market something at an affordable price is my greatest dream. I want everyone to go into a shop and buy some of my clothes. I want to find a quality chain store that embraces my values and allows me to produce sufficiently through a continuous partnership and reach a larger audience by cutting down prices. There is always the chance to produce limited editions with boutiques that want to do special projects. I want to keep all channels open".

You pioneers had to work hard.

"It's true. In the beginning, I could have recycled polyester only black or white. Then I had to make it more interesting by inventing laser processings or other solutions to make a basic material more attractive".

Today it is said not to be sustainable

I do not use it anymore, indeed. I prefer natural materials such as Tencel or Tencel Luxe, a botanic version of silk, or the regenerated wool of Prato. 

Some people also attack Tencel

I went to Austria to visit the factory in Lenzing, and I assure you that it emanates white fumes, and in the lake where they flush water, there are swans and fishes. There aren't chemicals there. 

Where do you produce?

"In Novara at a social cooperative set up in 1994 that cares about hiring people in need. It is a socially conscious reality that respects the standards of sustainability. 

We went from a situation of "pneumatic vacuum" to chaos of certifications. How to do it?

"I'd like to put in my clothes a QR code where to obtain all information. It is necessary to be transparent with the final customer so that he/she can choose with awareness. When big names say that a fabric containing everything is sustainable, this is misleading. 

What do you present to White?

Besides my continuous models, I created outwears, from the blazer to the overcoat, and wrap skirts that I always recreate with the lower part of the coat. And then two variants of trousers."

Is there something you haven't done yet and would like to do?

I want to work on modeling to embrace more sizes so that I can include every woman". 

Discover more about

FLAVIALAROCCA →

OTHER ARTICLES

REGENESI Interview
Discover more →

  Born from the idea of the founder and CEO Maria Silvia Pazzi, Regenesi represents a Made in Italy excellence in the production of fashion accessories and objects for the home and office, entirely made with industrial waste ...

See more →
JOAO MARASCHIN Interview
Discover more →

  What are the values and the aesthetic behind your brand Joao Maraschin’s contemporary, responsible and innovation-seeking approach to trad...

See more →
MTOF Interview
Discover more →

  MTOF wasn't conceived in the white room of a Milanese building or in the bedroom of a fashion design student. It comes from the programming, knitting and cutting department of a knitwear company, Today  MTOF ...

See more →
032c crafts a Fashion Experience in the Circle Room at the next edition of WHITE
Discover more →

Berlin-based fashion and media brand 032c partners for the first time with White Milano for a unique collaboration at the fair's next edition from February 24-27 ...

See more →
GIRONACCI 1969 Interview
Discover more →

  Gironacci 1969 is a brand that has a long history. How and when was it born? Gironacci 1969 is the result of the experience and in...

See more →
SPRUNG PARIS 1931 Interview
Discover more →

  SPRUNG is short for Maison Sprung Freres, founded in 1931 by Alexander Z. Sprung. The brand was rebranded in 2015 and emerged itself to the new generation.  ...

See more →
LAVI Interview
Discover more →

  How and when was LAVI born, and what is the meaning being the name? Lavi comes to life from my infinite desire to express beauty.&...

See more →