INTERVIEW WITH MADDALENA AND ALESSANDRA, FOUNDERS OF STUDIO FORMA:
My name is Maddalena, I am 28 years old, I have a degree in Fashion Design and I am specializing in Fashion Styling. I have chosen fashion as a language: design allows me to give shape to thoughts and tell my stories. For a while I moved away from this world, I had other work experiences but nothing made me satisfied: just before the pandemic I decided to retrace my steps and reopen those drawers that I had locked, and now here we are!
My name is Alessandra, I am 36 years old and have a past as an advertising producer in that urban jungle that we call Milan. After ten years of inaction from the Venetian lagoons and with the risk of irreversibly becoming an uglified Milanese, I decided to return and confront a territory that I have never fully explored, especially on a creative level.
How and when did you get interested in fashion? What is your first memory related to fashion and the desire to create?
Maddalena: My interest in fashion has always existed, I don’t have a precise memory where it all began but maybe I have it in my blood: my maternal grandmother worked with the Fontana sisters in Rome when she was very young. I discovered this fascinating story too late but I will never forget the light that shone in Grandma’s eyes when she finally decided to tell me this part of her. I remember when I showed her my university projects she said to me “you have good taste, very delicate, modern”.
Alessandra: Fashion has always been part of my life and my work from a communication point of view. The passion and interest in trying to manually create a product brought me closer to Maddalena’s experience and talent by deciding to create this handmade experiment. My first memory related to fashion is not romantic but purely aesthetic: a red Valentino dress that seemed to me to enclose an entire universe.
How would you describe the aesthetics of your brand?
Our aesthetic is definitely feminine. We want to give women versatile but refined garments and accessories, which enclose the delicacy and enterprising spirit of all of us, dreamy but with our feet firmly on the ground.
When working on a new project, what do you start from?
We start with what we like and what we would like for us, we have long conversations that may seem nonsense to an outsider but then we get to the point. We are two volcanoes from this point of view, we never stop.
What are your main references and where do you draw inspiration from?
Simone Rocha, Antonio Marras certainly for us are a great source of inspiration. But let’s not forget Margiela and “the Six of Antwerp” and the Japanese Kawakubo and Yamamoto: it’s not just about aesthetics but about philosophy and innovation. Here comes the inspiration, looking at the world in a transversal way and not focusing only on beauty as such, going a little further. Observe, interpret, make unique.
Describe your typical day, when you dedicate yourself to fashion.
A thousand directions and a lot of confusion, a must for us! But first of all, a good breakfast, coffee for M. and herbal tea for A. The ideal would always be to start with an hour’s walk beside the river, to rearrange the ideas of the night, yoga to find the right stability: not always it is possible but when this is the case, the design takes a completely different turn, we believe it is essential to respect ourselves, even in small gestures.
As designers, how would you define your role in society?
Creators of dreams, dreams that take shape in the folds of fabrics, in patiently embroidered designs and why not, also ambassadors of Lightness, the one that is missing too often.
What’s your motto?
Maddalena: Listen to yourself and be poetry!
Alessandra: Bloom where you are planted.
What aspects of the fashion industry would you like to change?
The excess, the frantic rush to the latest news: fashion is art and as such it needs to be rocked. In an era of fast fashion where low cost is in force, true luxury is owning something unique and waiting for its creation.
What’s in the future of your brand?
We would like to create our studio, a small reality where ideas, dreams and lightheartedness can come together. We would like our “textile” and “photographic” garden!