For us at Goretti, the answer to this question is not a secret to be hidden, but a fascinating universe that we are happy to unveil and share exclusively with you!

That’s why we decided to launch a series of newsletters specifically dedicated to telling you special stories meant to lead you through the discovery of what is usually hardly visible, because it happens in the backstage of our ecosystem.

In this first appointment, we draw back the curtain on a space which has never been shown to the public before: Èstro Lab. You will meet Paola and Erica, who will reveal to you, through their own words, the behind-the-scenes of the style office, the place where the creative spark which then shapes itself into tangible wonder firstly flares.

How does this happen?

The fundamental first step is a trip, during which inspiration is left free to arise even from the most unexpected clues: “Even if a theme has already been outlined for the collection, we leave with a free mind, without being conditioned by what we actually need or are interested in finding. In this way we can receive inspiration also by worlds which are very different from fashion, such as art and design”.

Freedom also guides the choice of the destination, and this time Paola and Erica chose to experience the creativity of Lisbon:

“We chose Lisbon because it is a very lively city in which many young people are developing new craft-related activities involving emerging artists, artisans, and designers”.

By exploring the city, we get never-ending insights that ask to be recorded in photographs and that — already in that phase — start inspiring ideas to be developed: “We always feel pushed to look at every artwork, image and sculpture through the lenses of our processings, because everything can be a source of inspiration: during a walk you happen to photograph a wall painting, a combination of colours, a shop window sign, how people on the street are dressed… The way in which what we see melts into our work is truly amazing: for example, while visiting an exhibition, we stop to focus on the details of a certain work of art and we picture how good they would look on a patch or a thermo-adhesive application; or, while browsing in an old sewing shop, we discover patches, threads and colour pairings featuring interesting processings”.

The research unfolds not only during the trip, but also — in a more disciplined way — in the atelier: “Along with the inspirational research, two more paths are pursued: in the company’s headquarters we carry out a different kind of research, more focused on the collection theme and on trends, looking at specialised websites such as WGSN, where we select visual clues about colour and nuance evolutions; in the meantime, we also research on any practical tool we need to realise our processings, such as materials (fabrics, leathers…) and applications (new studs, sequins, stones…)”.

Then these different research paths meet: from their crossing we harvest all the information we need to mix and combine in order to give life to palettes and moodboards:

“In the end, we mix everything in mash-ups — never predictable puzzles of contrasts — and we work our moodboards out of them, tailoring stories on our sample collection and expressing what we intend to realise and communicate. The ultimate suggestion for the collection comes precisely from the moodboards”.

 

And it is precisely while working on the moodboards that the narration of the collection theme comes into play, in a dimension suspended between matter and emotion: “Merging the collection theme and the moodboard work is a natural process that occurs through an emotional filter. In the case of this last season, it all happened in such a spontaneous way that any clear distinction between the characters and the research work simply disappeared. We pictured the four characters, each one with their own physical and personal traits, and then, from this first inspiration spark, we came up with the idea of associating a colour palette — and later also some processings — to each character. In this way, we were able to translate our imagery into moodboards which could best reflect each character, without forgetting to keep a focused and open eye on future trends”.

Paola and Erica’s story leads us to reveal you something else and let you peek into the heart of the new AW collection 24-25: the theme of the collection will be “From the edge”, a title which invites us to turn our look to extreme territories, to the threshold of shadows, where lives take place that we would prefer not to look at — yet they are so non-conformist that they refuse to disappear into invisibility, but encourage us to discover the value of their special centrality instead. So we embrace the awareness that beauty also lies in those marginal life stories, stories that can be found in every place — if you only look at them.

Every input is valuable to us. If you have any suggestions, opinions or considerations that you would like to share with us, please send an e-mail to marketing@goretti.it. Your contribution helps us continuously improve. We are looking forward to hearing from you!