Eva, how do you pass your quarantine?
Eva Geraldine: Just like everyone else, I’m cooking, cleaning, talking on the phone with my friends and family, and also revising my clothes. I’ve found recently so many nice things that I completely forgot about. I’m looking at my wardrobe from another perspective, thinking about how to recycle and restyle the items I don’t wear. I would mix them in an unusual way, or adjust the fit.
What is your background in fashion?
E.G.: I started working in fashion in my 20s, moving to New York and getting an intern job, very ‘Devil Wears Prada’ style. Since then I was working on different positions, in New York and London, and at the end I moved back to Italy to be a fashion editor. About 4-5- years ago I decided to change my career, trying to give it a real purpose. This is how I turned to sustainable fashion.
Many people will be inspired by your story! I’m on your side, being interested in sustainable fashion. How do you support ethical fashion?
E.G.: I’m working as creative consultant for ethical fashion brands abroad, helping them to enter into the fashion business. I’m trying to add a truly fashionable concept to ethical projects, which usually lack this aspect. For this purpose I travelled to Kenia, Burkina Faso, Mali, Afghanistan – which is very different from working for Prada team! The local designers have good ideas, but they need vision, and I need lots of patience to work with the artisans. But the quality of their work is incredible, and even I would like to promote collaborations between established European designers and these artisans. And some oh their creation we also sell on Goooders.
You’re doing great job! Tell us about your Goooders project.
E.G.: It’s a multilayered concept. Goooders.com is a brand, a platform, a guide – many different things. The main idea is bringing to the market beautiful and meaningful, sustainable, eco-friendly creations. It started from conscious travelling with pop-ups in luxury hotels (as in Paris, on Amalfi Coast).The e-commerce initially was only aimed to give a hint about what we have in pop-up stores, but now, when everything is going digital due to the situation, we are moving all our experiences into online – as our SoFa, So Good travel experience dedicated to various destination with high sense of realism. I would like to bring the idea of conscious living.
Can you give us some advice on how to be more sustainable?
E.G.:You can be eco-sustainable, trying to consume less plastic and buying at farmers markets where you have paper packaging. Always carry your personal multiuse water bottle. Try to use less the elevator and switch off the lights when you don’t need it: when a bunch of people does it, we’ll make difference. Do nice things for others, for your environment and the people who surround you. Upcycle your clothing: restyle, think about new ways of using, cut off the collar of your white shirt or make a skirt shorter – experiment!
What your summer wardrobe consists of?
E.G.: Definitely, a white shirt, which is the base of my wardrobe. Also, I’m in love with pareos in nice fabrics for summer, which you can wear as a top, a skirt, or a dress. Pajamas, I’m a big fan. And it’s getting more and trendier nowadays! I would pair them with some nice accessories, or shoes, to make it look fancy. We have some nice ones at Goooders.com – it’s Made in India and fair-trade. Also, kimonos are a great thing for summer, especially for a night out.
What is your vision for future?
E.G.: I’m thinking about more and more collaborations, at deeper levels – to my mind, this is the future model. For example, Goooders and Nike. For my business this will be the way. I think we all will be more open to interaction in general. I’m dreaming about launching a Goooders hotel in a sustainable and luxury destination.
What is the best advice you’ve ever received?
E.G.: Be yourself!
Name 3 things you’re craving to do when the quarantine’s over?
E.G.: Having my morning cappuccino at the corner bar where I’m a regular. I really miss the seaside (my grandmother lives in South of France, and my mother in Tuscany by the sea), so I would probably take a drive along the coast. And I would love to catch up with my friends, laughing together in person.