MAGAZINE March 22nd, 2021

LA COUVERTURE Interview

 

The essential blanket gives birth to six different styles through simple yet smart cuts which get reinterpreted every year. As Tomasi di Lampedusa says, "May everything change so that everything remains the same". Here is the style of La Couverture, a non-trivial brand aspiring to be way of living, a sincere embrace.    

 

What is the philosophy of the brand?

«Letting customers free to interpret themselves with no limit, size, gender, color: in full freedom and comfort. The designer Saadia El Fatimi, after years of creating hyper-built garments for the best-known Florentine stylists, has decided to start from where fashion originates: a single cloth that wraps indifferently the bodies of women and men. 

Where do the materials come from and where does the production happen?

"All materials come from the places representing Italian spirit and tradition to the max: Biella and Como for cashmere and wool used for our blankets, spun on looms with designs and color combinations specially made for the brand ; and Tuscany, in particular the Florentine Valdarno, for the sartorial façon of the garments". 

Craftsmanship and innovation, what is their value for you?

"They are our cornerstones: the craftsmanship of the expert hands transforming our blankets into unique, double-faced, unisex and genderless coats created by the genius of the stylist Saadia El Fatimi who has simply created a new genre that is being patented".

Do you have a direct digital distribution?

"Also due to recent digital transformations, whether intentional or accelerated, we are implementing a site with the aim of delivering the essence of the brand through short videos, an original and tansversal essence (double face, one size and genderless) ". 

Future projects?

"We definitely plan on launching capsules designed by renowned artists and opening on operations of co-marketing / cobranding and customization in the home and lifestyle field. We already avoid artificial fibers, but we are also planning and additional completely sustainable capsule".

 

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