Meet the founder of Lovelysally
INTERVIEW. 2012-09-28 09:14
Hi Paolo! Tell us a little about yourself?
I'm 29, Italian and I studied communication in Italy and in the UK. My biggest interests are music, films and my dachsund Glenn. A few years ago I started working on this project after I came back from the UK. Research and development took quite a long time before and I started Lovelysally last year. I'm not the designer of the garments myself but I cooperate with everyone in the team following every step of every process. Everything I know about fashion, which is little, I learnt from working in my family business that manufactures clothing for some of the biggest fashion brands in Italy.
What is special about the Lovelysally clothes?
The first special thing is the team itself. We are a small group but we have quite a few nationalities among us. I'm the oldest one in the team and I have to say that everyone brings something special to the table.
The idea to try to start a business which is 100% digital, which is also (still) quite revolutionary in this country. We work around the clock and we can go from an idea to the online sale in the span of 2 weeks. We buy the textile from a local company, we print it in a local company and we cut, sew and ship from our HQ in the outskirts of Milan. Every single garment is 100% Made in Italy. The range is quite limited at the moment but it's going to expand a lot in the coming months. It has been a long summer of work this year, but we will see some good stuff in autumn and winter.
How did you start up the Lovelysally brand?
Lovelysally started in 2011 as a sort of spin-off of my family’s historical manufacturing company based in one of the most famous textile districts of Italy. The company has been producing and is still producing, bikinis, underwear and accessories for the major Italian and international fashion brands. I followed trends, had an idea, looked at blogs, got a team together to produce by idea and...the rest is history. Lovelysally bikinis and things inherited skills like great attention to quality and the attitude to do things very well, use local resources and get inspiration from tradition. Lovelysally represents the evolution of Italian expertise and taste, both technologically and philosophically.
What are your thoughts about the fashion of this season?
It's good news that looks like the 60s are back with their full range of patterns and patch-works. Electric blue is one of my favourites and I've seen it quite a lot around.
What are your goals for the future?
Lovelysally wants to be the new Made in Italy: conscious
of the power of Italian fashion on the high-level catwalks,
the brand aims to re-launch Italian style on the street.
Through a grass-roots perspective, Lovelysally wants to
disrupt the traditional Italian clothing trade by giving a voice to
streetstyle and by observing emerging international trends.
Lovelysally designs, produces and sells inhouse which
avoids too many transitions and increasing prices.