We caught up with Anna Valotta who talked to us about her brand’s green philosophy, her new collection and the sustainable challenge with clothing that will last.

How did the idea of launching your own brand come about? The idea came from a strong passion for fashion, combined with a desire to make it sustainable and responsible. I have always had a strong passion for fashion since I was a child, I still have collections of sketches of clothes I made around the age of 12, but I never had the courage to realize my dream because I felt I needed to have a stronger foundation to deal with it. I then worked 11 years in the beauty industry, always closely involved with fashion, and at some point I felt I was ready to leave my old job to devote myself 100 percent in this new project.This came after studying fashion design and textile technology during the pandemic, which coincided with my maternity leave:at that point the ideas about the direction to take were clear, I became acquainted with and passionate about ecological fibers, the positive impact they have on humans, the research and innovation they encompass, and the fact that an ethical supply chain is a guarantee for both workers and the planet. I realized that the values and pillars of the brand were clear and defined, and so Anna Valotta was born.

Can you tell us about the philosophy of the brand? Certainly it is based on fundamental pillars, which are Sustainability, Accountability, Transparency, and last but not least, a value I particularly care about and like to demonstrate rather than mention, is inclusiveness. For us, sustainability is not just a buzzword, but a daily commitment. We choose our materials carefully, work only with suppliers who meet our sustainability standards (e.g., who hold certifications) and who are geographically close, so we strive to reduce the environmental impact of our production in every way possible. We have as our goal Responsibility to our customers, to provide a long-lived product, always up-to-date design and obsession with details, providing a Made in Italy product. We want to be as transparent as possible, sharing with our customers the details of our choices and our journey towards sustainability, being aware that it is a journey that has a beginning and no end. We consider ourselves inclusive, because although we are a start-up, we have a wide range of sizes, our visuals always involve different ethnicities and backgrounds, and we intend to promote these values in more and more concrete ways. In fact, the cuts of some of our garments are intentionally genderless.

Let’s talk about Quiet Luxury:what does it mean to Anna Valotta? For us, it is synonymous with timeless elegance:it means creating garments that will last, look good and feel good to wear. We choose our fabrics carefully, work them with skill and experience, and focus on the details that make the difference. We want our customers to be proud to own one of our garments and wear it for years to come. Quiet luxury is the distinctive style of our collections:in fact, our garments can be worn on different occasions, be mixed and matched to achieve outfits that are always different depending on the occasion.

Let’s talk about sustainability and materials:why did you choose this path? Because the world of fashion is among the industrial sectors most responsible for pollution and waste production, and it is incumbent upon us to enter this world as responsibly and sustainably as possible, not only in terms of choosing environmentally friendly raw materials, but also in terms of respecting the rights of workers throughout the production chain. For me, for us at Anna Valotta this is an indispensable value:it is necessary for the future of our children to create a world that is better than how they found it.

What are the brand’s most iconic garments? Undoubtedly our cargo pants Paris and Positano, because they are two trendy and versatile garments:used in a more casual and sporty way with sneakers or bikers, or in a more elegant and evening way with heels and crop top. Definitely also our coffee fiber Audrey oversize t-shirt, again an extremely versatile garment depending on how it is paired and last but not least our Milano oversize blazer:contemporary cut, distinctive details, and definitely the garment in the collection that goes with any outfits giving an unmistakable touch of style:slung over the shoulders with a crop top for an IT girl look, worn with our Vittoria shirt for an office or more formal, but never mundane look.

Let’s talk about the new collection:what should we expect? We are definitely going to supplement the collection with a few essential garments, always up-to-date designs that enrich the offer, even in different colors, but staying true to our mix and match offer, so always a few selected garments that can be mixed with the existing offer, for a cool and sustainable total look.

Who is the typical customer on target with Anna Valotta? Anyone who desires a contemporary and evergreen garment, who wants to make a conscious purchase for a better world, without sacrificing design.

What do you promise your customers? To have started this journey in the world of sustainability and to continue to do so more and more every day by always offering sought-after and beautifully crafted garments, sharing the details of our journey together with our customers.

What is the challenge to overcome? There are many, more and less personal ones. One challenge I would like to win in the short term is to clear the notion that an ethical garment made from eco-friendly fabrics cannot be designer, elegant, and evening wear, and have less quality or performance than a garment made from non-eco-friendly materials.

How do you see the Anna Valotta brand in five years? More sustainable and responsible than today, always obsessed with quality and details, with a great community of fans dressed cool!