Tell us a bit more about your background and your current work:
It has always been my dream to establish my own clothing brand. DAMA Studio is a slow fashion brand with a strong emphasis on sustainability, created to offer timeless and responsible fashion. We are committed to reducing waste and supporting local craftsmanship.
We release a small collection twice a year, and we only maintain a small stock. Every DAMA Studio garment is unique and meticulously crafted. Our made-to-order approach allows for personalized adjustments, reducing waste and ensuring each piece is one-of-a-kind. Most of our creations are made in our atelier in Bolzano or by local artisans, adhering to a zero-kilometer production philosophy that supports the community and maintains high Italian craftsmanship standards. For now, only our shirts (Florence) and shoes (Marche) are made outside of our region.
Before all this, I moved to Munich to study fashion design at ESMOD. In my second year, I relocated to China to complete my studies. Upon receiving my diploma, I moved to Vienna to work for Femme Maison. Later, I pursued a master’s degree at Kingston University in the UK, specializing in embroidery design, and subsequently worked at Ralph & Russo Couture. I then moved to New York City to join Proenza Schouler–first as an intern and later as a junior designer. When the COVID-19 pandemic hit, I returned to Italy, initially not realizing that it would become my permanent home. I began working for Zilla, a bag brand based in Bolzano, while simultaneously founding DAMA Studio. In 2022, I decided to fully dedicate myself to DAMA Studio. Our fabrics are carefully sourced, often from local suppliers in Trentino Alto Adige and the rest of Italy. We also use deadstock fabrics, giving overproduced materials a new life and minimizing environmental impact.
DAMA is locally and responsibly made in Italy; designed, created, and owned by women, for women.
Why did you choose to stay in Italy?
I chose to stay in Italy because it is my birthplace, and my family and friends are here. The natural beauty and rich cultural heritage of Italy make it a wonderful place to live and work. Being in Italy, I feel grounded and inspired by the local craftsmanship and traditions, which align perfectly with the sustainable and responsible fashion ethos of DAMA Studio. Staying here allows me to support and collaborate with local artisans, further enriching my brand’s authenticity and connection to its roots.
What do you see for the future of the fashion industry in Italy?
Looking ahead, the fashion industry in Italy holds promise with its commitment to sustainability, innovation, and the preservation of traditional craftsmanship. As consumer awareness around environmental impact grows, there is an increasing demand for brands that champion ethical practices and sustainable production methods. Italy is poised to maintain its leadership in these areas by harmonizing contemporary design with revered artisanal techniques.
However, one of the challenges on the horizon for Italy is preserving its status as a manufacturing hub for clothing. With a current scarcity of skilled artisans, there is a pressing need to cultivate and preserve these traditional crafts. Despite this challenge, Italy’s dedication to quality and heritage provides a strong foundation for overcoming these obstacles and continuing to set global standards in fashion innovation and sustainability.
What are the greatest obstacles and satisfactions that you face working in this country?
Working with DAMA Studio in Italy has been a fulfilling experience, blending unique challenges with profound satisfactions. Harnessing Italy’s rich heritage of craftsmanship and artisanal skills has allowed us to maintain exceptional standards of quality and authenticity in our creations, resonating with customers who value ethical fashion.
Being part of Italy’s esteemed fashion legacy provides a strong sense of pride and inspiration. Upholding traditional values while innovating for the future is deeply rewarding. Collaborating closely with skilled local artisans enables us to produce handmade, high-quality garments, fostering a strong connection to the creative process and a commitment to superior craftsmanship.
However, our journey is not without obstacles. Navigating bureaucratic complexities and high operational costs poses significant challenges, hindering efficiency and growth. Furthermore, competing in Italy’s crowded fashion market, dominated by established brands, requires steadfast dedication and innovation to stand out.
Despite these challenges, our commitment to sustainable fashion and local production remains steadfast. My experience with DAMA Studio continues to be immensely gratifying as we strive to overcome obstacles, contribute positively to local communities, and make a meaningful impact on the global fashion landscape.
