Fast fashion talks about "being yourself" and "showing your personality". But it seems to me a bit absurd to be bragging about standing out while making million copies of the same dress.

​

Back in Florence, where I was studying fashion and trying to figure its labyrinths, I've realised that I want to go the other way. To create, not to copy, to craft, not to produce.

​

So when I started dreaming up Acuamona, I knew the direction it will take- a slow fashion label which dares you to wear yourself.

​

Wearing yourself is the guiding philosophy, which invites you to ignore this week's must haves, Instagram trends, celeb endorsements and go for something less ordinary. Bright, creative, daring. Or even: weird, quirky, unexpected.

​

You've got a beautiful self, now go ahead, wear it.

​

Simona, founder of Acuamona