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Sustainable Brands: in conversation with Giulia Franzan @ Studio Sartoriale

Sustainable Brands: in conversation with Giulia Franzan @ Studio Sartoriale

Not only a gritty and original aesthetic, but also enhancement of themes such as inclusivity and sustainability, this is Studio Sartoriale, an independent brand founded in 2016 by Giulia Franzan.

Its bold and innovative garments aim to enhance every type of body, making Studio Sartoriale the emblem of body acceptance, thanks also to a type of communication that celebrates beauty through diversity and through love for ourselves.

So it’s no surprise that the brand’s latest editorial, photographed by Eesome’s foundress Ilaria Taschini, is a collaboration with Italian Paralympic athlete Veronica Yoko Plebani, who has always been a spokesperson for diversity and inclusivity.

To become conscious consumer, we must first educate ourselves on the origins of the garments we choose to wear, and their subsequent impact on the world in which we live“ this sentence perfectly sums up what this brand believes in, which in fact makes sustainability one of its defining values, using waste materials to create its collections and above all creating a dialogue between Studio Sartoriale and its consumers based on transparency and honesty.

Eesome has therefore decided to publish our editorial collaboration, featuring alongside the photos taken together, a short interview with Studio Sartoriale’s foundress Giulia, so that our readers can get an insight on what it means to be a sustainable and inclusive brand.

We know that since 2016 the brand Studio Sartoriale has been making its mark with garments full of creativity and strength, making its place more and more in the world of fashion, but what are its origins? When was your passion for fashion born and what motivated you to start your brand?

When I was a little girl, my family owned a very special kids’ clothing store and I spent my childhood among the colors and textures of fabrics, in a world that seemed magical to me at the time. I have always felt the need to create and from a young age it was the materials that stimulated my creativity. Growing up, fashion and imagination could only lead to a great passion.

When I was 19 I started working as an assistant buyer for a famous store in my city and I had the opportunity to travel and do a lot of research. I realized that fashion is a very powerful communicative tool, both to express oneself creatively and to give voice to more concrete values and it was this that triggered in me the desire to do something of my own, to use creativity as a voice.

One of the core values for Studio Sartoriale is body acceptance, an ideal communicated through your editorials and instagram page. What can fashion do to spread this value and to increase inclusivity in our society?

When a project is so personal it is not easy to find the right way to communicate the values that are at the base of it. I express myself through clothes, seams, textures and fabrics, but I met Era Studio, a communication agency founded by two women who believe in the same values.

They were able to recognize in an instant what I wanted to tell and found the most authentic way to communicate it through images and social media, using the most direct and sincere language, thus becoming part of the team of Studio Sartoriale. Fashion should do this, it should be sincere, it should speak to everyone and teach us to love ourselves and our bodies and to feel equal regardless of weight, gender or any other stereotype that has been imposed on us.

As already mentioned, this latest editorial is in fact a collaboration with Italian Paralympic athlete Veronica Yoko Plebani, advocate for acceptance and inclusivity. How was this collaboration born? What is the message you both want to give with this project?

Veronica Yoko Plebani is not only a talented athlete, she is also a wonderful example of female empowerment. She is like a muse to us, because she loves her body and uses it as a tool to express herself, to tell her story and to shout to all women “Hey I accepted what I was given and I made it the most beautiful work of my life, you can do it too”. And when a woman supports other women it creates something special and unique.

We can say that Studio Sartoriale aims at a client base that is not only interested in the pure aesthetics of the garment, but that also cares about the sustainable side of the brand, both on its social and ecological aspects. In fact, we see that the fabrics used for the collections are derived from waste materials from textile companies. Where did this idea come from and how does the process of finding these fabrics take place?

During my working career, I have discovered many warehouses of Made in Italy goods considered “out of fashion” whose fate was to remain unused or even disposed of. It seemed absurd to me, I could not understand the reason why instead of increasing the demand for product, with all the environmental consequences related to it, we could not use the hundreds of tons of wonderful and valuable surplus fabrics already produced and ready to be processed.

This is how the concept of my project was born, together with my personal challenge. In fact, it is not easy to structure a brand around this, especially when the audience starts to grow and you want to continue to be true to your values. As a matter of fact, I travel all over Italy, I gather contacts, I constantly look for new warehouses that have surplus quality fabrics and I structure each capsule collection on limited quantities, reusing every single scrap, so each garment is unrepeatable once that fabric is finished.

People mistakenly believe that creating a sustainable brand brings limits both in creativity and in the choices of materials to be used. What would you say to convince even the most skeptical that sustainability is just an added value in the world of fashion?

In my case making a sustainable choice using limited and reused fabrics is a huge creative boost, but in general the search for new sustainable materials is changing design, as fashion, as any other field. It’s interesting to see how many new innovative and sustainable materials are emerging and how even the biggest brands feel “obliged” to pay more attention to this. The dynamics of fashion, intended as a millionaire business, need a lot of time to change and we’re just at the beginning, but I believe that this is the start of a new era, including creative one.

We can definitely see that being sustainable doesn’t take away from the creative side of Studio Sartoriale. What is the inspiration behind the bold and original aesthetic of the brand’s designs?

I start from the palette and the characteristics of the fabric and try to imagine how these features can also express femininity and at the same time be the basis of a comfortable garment, suitable for everyone and long-lasting. In the last few capsules I’ve been playing with the seams, breaking them down and putting them back together, and it’s been great to see that our garments really are for everyone.

Many fashion brands are now looking for their way to be sustainable too. What are the steps that have helped you and your brand to reach this goal?

It was a natural path for me because initially I couldn’t afford to buy too expensive fabrics and I wanted to create a brand that everyone could afford, or it wouldn’t have made sense at all. But then it became a choice and a precise decision, it is part of my creative process and I could never work otherwise, it would no longer be Studio Sartoriale.

Finally, what do you think are the key aspects a young creative or an established brand should take into account, in order for them to create a brand with a sustainable footprint?

Honestly I would not know how to make a list of key aspects, because everyone comes to express their values following a personal and different path. It is certainly essential to believe in the fact that every small gesture can contribute to change and then act accordingly, not for fashion or trend, but because you believe in an authentic way.

art direction Era Studio & Ilaria Taschini
talent Veronica Yoko Plebani
photography Ilaria Taschini
make up & hair Ilaria Bosco
word & interview Sara Ugramin