LA UVA'S IDENTITY

Through a mini interview, Anna talks about the identity of the LA UVA brand

Why the name LA UVA?

I've always loved circular volumes and round, colorful shapes that repeat themselves.
I love food in general, but fruit and vegetables in particular.
I was looking for a very short name, easy to read and to pronounce in a simple way, not crippled and that was Italian.
Sweet and sour at the same time, grapes contain all the characteristics that represent and outline my nature and as a luxurious fruit consumed since ancient times, I understood that LA UVA could be the right name.

How did it all start?

After a degree in fashion design and multimedia arts and a lot of experience in retail, in 2020 I began to think about how to create a concrete reality where all my expectations and ambitions could be realized.
I needed very strong stimuli. Starting from an embryonic idea in the following months I put this project in writing, I wrote a business plan of my idea describing it through an analysis of both operational feasibility but above all financial sustainability.
Initially, I did not think about the economic aspect of my idea, but shortly afterwards the aspiration to look for someone who was interested in supporting the project strengthened and in 2021 I presented my business plan to a national funding body by competing for a public competition dedicated to young aspiring entrepreneurs up to 29 years of age, It went well!
With the help of this support a few months later, LA UVA was born in 2021.

What type of clientele do you target?

When I presented the project for funding, I already had a clear idea of the type of audience I would be targeting.
It is a specific niche of independent, confident, art-like women and girls who love family very much, who escape in natural but also metropolitan contexts, where people live intensely and at stimulating and demanding rhythms.
They have concrete personalities who take their social role seriously, but love to be distracted from the reality in which they live, wearing clothes that escape time always feeling protagonists.
My idea is to create an exclusive vision of the garment that is differentiating.

What value does the item of clothing have for you?

The intent of my work is to educate to a greater awareness that clothing is a very personal and inimitable thing and should be perceived as a precious artifact that still arouses the same visceral emotion after years.
This is why LA UVA is committed to creating a valuable garment that surprises the wearer in every respect; from the fit, to the finishes, to the patterns, to the fabric.
Surely the LA UVA garment is not designed to be thrown in the trash after a single use, as often happens when using any fast fashion garment, instead I want my garments to be loved, respected and preserved.

How important are the type of fabric and the materials you use?

The garment must be something precious and that maintains its value over time having resistant and natural fibers.
A good fabric also promotes an excellent fit of the garment as opposed to what would happen with a poor fabric.
My extremely demanding eye and hand select only fabrics from the best Italian textile companies for LA UVA's clothes.
Nothing is left to chance, there is a course of study and research that affects every aspect of the production of my clothes to constantly improve their aesthetic and qualitative aspect.

Why did you start with just one product category?

My absolute favorite item of clothing is the dress.
I imagine it to be ultra comfortable for the wearer, almost you do not feel it when you wearing it, that it dressed perfectly and that it had an exclusive allure.
I think that the dress is the only item of clothing in its shape that has all the requirements to be defined as essential and complete.
Born to be worn alone without additional complements in addition, creating an immediate outfit and a versatile total look.
The idea that this garment "lives of its own essence" is one of the principles that inspires my vision of the dress, seeing it as a differentiating and inimitable object for the wearer.