Davi Paris’ Slow Fashion

“Launching a brand is a very time-consuming challenge when you start from scratch and you don't have the option to appoint an assistant to check on the technical details of the creative and production process,” tells us Davide Marello, creative director at Davi. “A few years ago, the standard was either fast fashion or luxury fashion but today I feel fashion needs to mean something. The information is all over our phones and newspapers, and consumers now care about who and how, and aim to consume not more but better.”

Throughout the years, Davide Marello made a name for himself within the fashion industry by working for major fashion brands such as Ter et Bantine, Dirk Bikkembergs, Mila Schon, Giorgio Armani and Gucci. In 2018, he officially made his debut as the creative director for Davi during Paris Men’s Fashion Week.

“In the beginning, the idea was to have a small collection of printed shirts and pants with a contemporary and poetic soul. Since then, season after season, we've been adding more product ranges in order to complete the looks. After working in large companies for about 20 years such as Gucci, I wanted to display a part of my own vision that I didn't have the chance to fully show by working for others,” he explains.

With a consistent and recognisable image since the very beginning, Marello has been developing its collections slowly and by trying to not create too many pieces at once. “I'm trying to focus more and more on the online sales,” explains Davide. “I believe the branding I am pursuing season after season and the fact I'm trying each time to make it clear in the mind of the customers and wholesalers supporting the brand is the reason why Davi Paris is expanding safely.”

But now, in the midst of everything, has the brand been affected? “Because Davi is a human-sized company with a small production, I believe home-working and conf-calling are working well for the time being,” explains Marello. “I know the devotion of the factory workers to their job and the indulgence of the wholesalers on the other end, so I think the crisis will be overcome thanks to the strong and kind relationship we have with partners and collaborators of the brand.”

Ultimately, even though Davi has found a way to make it work, the main concern is the organisation of society in a post-pandemic world. According to Marello, if we all remain global and act quickly, there needs to be a way for the business to get back on its feet and make up for lost time. If, on the other hand, everyone moves to a more local and secure environment, the rules will change and Davi will have to adapt the best it can.

Whether the industry opts for a global or local environment, will the crisis affect Davi’s sales in the near future? “Probably,” tells us Marello. “I think I may have to find a different way to show the collection in the near future, I already have some ideas in mind.” However, not all hope is lost. “I don't think the crisis will change the way people shop, but will surely catalyze why they shop, what they shop, and who they want to support by this action. Each time you spend some money is like voting. I hope more and more people will shop with their brain and their integrity,” concludes Marello.

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