The rhythm guides her creativity, the songs of the eighties are her favorite soundtrack and the brand of which she is creative director has always been one with the world of music.
We are talking about Alessandra Marchi, young entrepreneur and creative mind of Aniye By. We had a chat with her to find out more about her world and her inspirations between stage and catwalk. Because, after all, what woman has never dreamed of becoming one rockstar?
For her, fashion and music are one and in her collections she always manages to mix these two worlds.
Dwhere do you get your inspiration?
«It all comes from the meeting of several factors: a song, a concert or an iconic star, for example. For sure most of my ideas come from the music scene of the past: there was something magical in the history of certain hits, just think of David Bowie! Here, it is the strong emotions, those of the “belly”, those that manage to ignite the spark in me. And everything is born like this, naturally and unconsciously ».
The spring-summer 2021 show was a great digital event. At the Magazzini Generali there were only two guests: Ghali and Chiara Ferragni: music, fashion and social media met. But how would you describe your relationship with social media??
“Funny, I’d say. Although I actually use it more for work: my personal profile is private. I use it to observe what happens and I must say that it intrigues me. I’m interested in analyzing it to understand how it evolves and what it will lead to. And then, being so fast and always different, it sparks my curiosity every day ».
Your clothes have been worn by many celebrities, but if you could make a wish today, who would you like to dress?
«If I could really dream, I would look to the past, in the world of music of the late seventies, eighties. The attention that once was to the costumes of certain stars, which later became iconic, have totally influenced my work. I think of them when I create clothes for my clients, or rather for my “daily rock stars” ».
So, going back in time, who is the singer or the group that would best embody the Aniye by style?
«I have no doubts: I wanted to dress Joan Jett of the The Runaways, the famous female hard rock group. But also their singer, Cherry ».
From the Eighties we go back to today. Indeed, let’s go even further in time and look at the Autumn-Winter 2021-22 collection. Right now he’s shooting a preview thanks to a short music film you made: a new way of communicating fashion, such as was this project born?
«It comes from my strong desire to express the creativity of Aniye By also through another great passion of mine: that for cinema. And what better time to dream than this? So I worked hard to bring this new dream channel to life and I did it together with Giulio Rosati, director of many successful music videos (from Ghali e Mengoni). Our meeting was immediately pure energy and I really believe that this will be only the first of other projects to be signed with him… ».
THE ANIYE BY AUTUMN-WINTER 2021-22 SHOW
The protagonist of this short in three episodes is a rebellious and confident young girl who embodies the dream of many women: to live a life as a rock star. Her name is Lotty Love: who inspired her to create this character?
«Always to them: Joan Jett and Cherry delle The Runaways. I have always listened to their music and for me they are really a great source of ideas ».
Inside the mini film, in addition to Lotty and next season’s dresses, there is also another star: it is the Lotty Bag, the limited edition bag that you have just launched. How was it born?
«Its vintage-style design is unique. But the thing I love is that it’s inspired by a dress: I might as well call it dress bag, because its front curls are reminiscent of those of a bodice ».
Discover in the gallery the rock star looks of Lotty Love showed off in the three episodes of the short music film signed Aniye By. At the bottom, you will also find the limited edition bag (which sold out in a few days)
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