ELISA ARAMU PRESENTS HER BRAND:
I am Elisa Aramu, I am 29 years old and I was born and raised in Biella, a city located in the north west of Italy, well known for its textile industry. I graduated in Business Administration from the University of Turin and after a short study period in Canada, I moved for a few years to Paris where I studied and worked in retail and marketing. Now I am back in Italy and I dedicate myself to Aramù.
Where does the passion for fashion come from?
I have always been fascinated by fashion and in particular by fabrics, since I was little. During my university studies, I decided to enroll in a tailoring course which allowed me to understand how the creation of a suit and the fashion / textile industry worked. Driven by this curiosity, I decided to specialize in fashion business management by obtaining a master’s degree in Fashion Management in Paris.
What fascinates you about this world?
I am fascinated by the creativity and research that this world requires. Moreover, being a logical and pragmatic mind, I like to discover the news and study the business trends in this sector.
Is there, or has there been, someone or something that has influenced your work?
I think the territory I grew up in has influenced my work. I believe that outerwear is the garment that best expresses the beauty and quality of the typical Biellese fabrics. But I also believe that my experience in Paris has had an important influence in terms of style and values.
How would you define your brand in three words?
When you work on a project, where do you start from?
My goal is to create something that can be appreciated by the public I am addressing. So I start thinking about my potential customers: I like to be able to surprise them with original garments and fabrics, offering them something new and that can be worn on all occasions.
And what inspires you?
My main source of inspiration are travel, art, architecture and the traditions of a place. In fact, each Aramù creation bears the name of a city that best expresses the emotions and sensations that the fabric arouses in me.
How much of your personal style is there in the brand?
A lot. I believe it is not possible to make a product that is not wearable by the designer who thinks it. My style is mostly minimal and casual enriched by some original and vintage pieces.
How did you approach the lockdown on a creative level?
It was a very complicated period as we had to review some events we had planned; but at the same time it gave me the opportunity to study the fashion market, define the brand’s strategy. I felt inspired and spurred on by the desire to create a collection that was beautiful and timeless… and so I created Modern Voyage, this fall / winter collection.
How important is Made in Italy and tailoring to you?
A lot. They will be my origins, but I believe that it is increasingly necessary to appreciate and look for quality, tailored products that represent the true made in Italy. The craftsmanship that exists in Italy must be preserved and taken care of.
What’s in the future of your brand?
I hope to be able to continue designing new blazers that make the women who wear them “travel” and inspire them, make them feel beautiful and proud of themselves. Currently we have launched a Limited Edition collection of exclusive and refined garments, made with precious fabrics from stock of important Biellese weavers … and a little novelty to be discovered 🙂