Monday 15 April 2024

The timeless elegance of Alberta Florence

The Alberta Florence brand was born in 2014 from the creativity of Giulia Mondolfi, a landscape architect with passion for fashion and design. Although young, Alberta Florence is an important and consolidated reality of the Florentine market and artistic craftsmanship. Each creation reveals Giulia’s love for the places of her childhood (Rome, Florence and its hills, the Maremma), for art and nature, which are translated into clothes, accessories and furnishing accessories. Its concept goes beyond fashion, bringing to the attention a real timeless elegance.

The collections Alberta Florence

Q: Where the inspiration for Alberta Florence and its collections comes from?

A: This is a great question! I would say my creative process goes in the opposite direction of that of fashion brands. I draw inspiration from books, architecture, paintings, places, landscapes and films. I let it settle. Then, all of a sudden, it comes to life when I see and touch a fabric. Right there, I see the finished dress. For custom-made clothes, inspiration comes from the relationship I build with the client. It’s the story of her life, her way of being and moving that define the dress in the making.

Q: How would you define the style that represents Alberta Florence and that you convey to your creations?

A: A style that is easy to wear in everyday life, but with a unique and timeless touch. I want my clothes to be worn by more generations. I imagine, for instance, a niece and an aunt both wearing Alberta Florence. These are timeless pieces that never go out of fashion and can be handed down from a generation to the next like in the 60s

Sustainable fashion by Alberta Florence

Q: Sustainability has always been important for your company. That topic is increasingly developing throughout the fashion world. How did you deal with it and how do you think it could evolve in the future of Alberta Florence?

A: Sustainability is on everyone’s lips these days. For me, it was the most natural approach to fashion. I decided to rely on NGOs and social cooperatives because I feel that, as a community, we need to refocus, to rediscover our unity and heal our wounds collectively. I work with people with physical disabilities, weaknesses or ex-offenders. Their strength and determination are out of the ordinary. It’s an honor and privilege to work with them and I simply don’t understand how society marginalizes them.

A: Instead of producing abroad, I made a point of training new artisans in Italy and provide work to capable people that wouldn’t have a place in society otherwise. Everyone should contribute to the community, for me, it isn’t only right but also essential.

We need to eradicate individualism. The world is changing and I believe that all of us should contribute to patching up our society scarred by decades of unbridled consumerism.

The project "Roots Light"

Q: The situation that has hit the world in recent months has inspired you in the realization of your new project, which looks to a restart towards the future, but without ever forgetting the classic elegance of the past: “Roots Light: la luce è nelle proprie radici”. Which is the leitmotif of the Alberta Florence concept. Could you to tell us how this project was born and how you developed it?

A: The keyword is roots. It’s a teaching that I carry with me since my years as an architecture student. Any project should begin with an understanding of the place and of the sociological roots. This is the only way to build something that is lasting and coherent. It came naturally to lay the foundations of Alberta Florence on my studies, my readings and the Italian fashion from the 50s and 60s but always mixing with a touch of modernity. I believe it’s this that makes my clothes unique and timeless.

Q: To present and promote “Roots Light: la luce è nelle proprie radici” you realized a beautiful short film, set in some historical locations around Florence. How much important is the territory for you?

A: The situation we are currently experiencing makes us question our future as individuals and as a community. I believe that just waiting for things to go back to normal, is a big mistake. We have the chance to live at a slower pace and rediscover our surroundings. I was so happy to be able to shoot at Villa Corsini a Mezzomonte which holds the essence of Tuscan and Florentine beauty. We have to be proud and aware of our roots and heritage, it’s of paramount importance! Our architecture, landscapes and Italian genius are our assets at a global level.

Q: What do you feel like advising to those who, like you, are young entrepreneurs and are facing this current difficult and uncertain situation?

A: Unfortunately, I don’t have the recipe. The only thing I can say is to hold on and navigate by sight, taking calculated steps without getting discouraged. Different dynamics will govern the market once it will restart. It’s important to stay fresh and receptive in order to understand how to make the most of it.