Interview with Green Fashion Designer Ludovica Gualtieri: her eco-friendly brand challenges the logic of the market so as not to betray its values.
Interview with Ludovica Gualtierti, green fashion designer
How was your brand born? The brand was born before the pandemic, has about two years of life. It all started with my passion for design and fashion, to which I added the desire to create products that care about eco-sustainability and the environment, regarding the use of raw materials. The market I address is the pharmaceutical and wellness market, a forward-thinking market that aims to convey important messages such as green and sustainability.
You define yourself as a green fashion designer. Can you explain what this means for you? In my opinion, today, being a designer is no longer enough, to be a green designer, on the other hand, is to be a designer, but a designer who becomes vertical by embracing the discourse of green and eco-sustainability; I do everything I create with this in mind, trying to impact the planet and the ecosystem as little as possible, guaranteeing quality in the choice of materials designed explicitly for the end consumer.
What products do you manufacture? I developed a concept of green fashion, with the aim of providing the end user with a range of different products: from fashion to more accessory products, but also life and household items. On the fashion side, the brand focuses on the world of women and their daily lives.
Why the pharmacy circuit? Because today’s pharmacy market is the one most oriented towards research, innovation and technological development. So fertile for transmitting delicate, technical and specific messages such as green and sustainability. The pharmacist is the professional figure able to explain the product and its characteristics, including the innovative production processes, such as that of the circular economy, which led to the creation of the final product.
So your products are displayed inside pharmacies? Yes, They are exhibited in a dedicated corner.
Do you also sell online? Yes, all of our products are sold online and offline.
Do you plan to extend the offer in the future? Yes, we would like to expand the product range, vary and create other lines between fashion and life.
Are you also planning to expand the target audience? It’s a challenge for us. A good quality product that is also aesthetically charged with its own personality is what to aim for. Only in this way can we increase the product range and expand the target. The product must have a certain aesthetic, but it must also perform qualitatively, thus managing to involve different women and therefore different targets.
Why did you decide to start this activity? What type of message do you want to convey? The ultimate goal is to advance the concepts of sustainability and green, which I have long believed in; I also firmly believe that we should all have respect for the environment in which we live and for people; this concept evolved so much in me to become a brand with this mission. I hope people can appreciate all my efforts.
What’s the hardest thing you’ve had to deal with since launching your brand? Certainly the moment of product creation, because I don’t deal with fast-fashion and because I don’t follow trends and fashion. Product customization was not easy at all. Also pre-pandemic people were more inclined to shop quickly online, I have to say post-pandemic many have become aware of green and sustainability issues.
You told me that you also had collaborations with important designers. How were the collaborations born? I got a scholarship for a master’s degree at Istituto Marangoni in Fashion Design Womenswear, which gave me the opportunity to participate in some workshops, again through Istituto Marangoni. This greatly accelerated my training. The brands in question that I worked with were MSGM, Emporio Armani, ECONYL, Carvico and The Woolmark Company.
As a consumer, when you shop, do you pay attention to the eco-sustainable part, or do you sometimes buy items that are not? I must say that there are two different points of view: that of those who create and develop the product and the point of view of the consumer. I do not deny that it is difficult, as a consumer, to understand all the steps that lead to the development of a product. As a consumer, buying is a bit more impulsive. Since moving into product development, I’ve been much more careful when shopping, as I’m more aware of the possible impact on our environment.
Let’s imagine ourselves in a future where you are an established green fashion designer with a million dollar budget. You have the option of choosing a testimonial for your brand, who would you hire? If I had this budget available, rather than hiring a testimonial, I would use the budget to develop sustainable and green projects and I would definitely donate part of it to charity.