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What’s in a dress?

Origami by What's in a dress SS13

Ever since I moved to Milan my entire life changed dramatically. Starting with the fact that now I eat pasta on a daily basis, drink at least 3 espresso shots a day and move my hands constantly while speaking, there is something else that has become a part of myself. And it is the way I run.

Yes, I said RUN and not WALK because I no longer walk to go to places. I run like I was being persecuted by a hungry lion. It doesn’t matter where I’m going and it’s not that I have a very stressful life either. I just run. And so does people around me.

But in this fast-paced society we are living in, where we want things right here / right now, how does a concept like slow fashion even exist? Silvia Montesdeoca, the founder of What’s in a Dress?, masters this art like no one else making women feel unique all over the globe with her wonderfully made creations.




As a consumer who loves to know the origins of what she is wearing and the story behind it, Silvia Montesdeoca creates tailor-made (so, custom-size) clothing for women who want to feel special with what they are wearing.
With a genuine passion for fashion design and sustainability, Silvia –who happens to be born in the Canary Islands, just like me, even though we have never ever met in person- carefully selects the fair-trade materials she works with. The organic fabrics she uses are handmade by people who work in fair conditions, and the production respects the environment fully. She controls the whole process, making sure each and every piece she creates has her personal signature.




The collection you see in these pictures is called Origami because it is inspired in the delicacy of the materials and the hand-craft process. It is a very retro collection that recalls the 50s and the 60s with vibrant colours and a can-do attitude. Origami represents a very strong woman who is looking for authenticity and comfort 24/7.
But how long do you have to wait for a garment in this slow-fashion context? It depends on each and every piece and the amount of work she has, Silvia says, though she always tries to get them ready in a week time.
The average time to create a garment is 7 hours (including the pattern design, the pattern-cutting, the sewing and the ironing steps). For a shirt, she would need around 5 to 6 hours; while a dress which is more complicated could reach 9 to 10 hours.
And the result… well, you get something that belongs to you ONLY. So I want to ask you something: would you be willing to wait that long to get a dress that is gonna look like a second skin on your body and that has been made following 100% sustainable processes?
Honestly? I would.



Don’t forget to visit Silvia’s website What’s in a Dress? and follow the brand on Facebook. She just started and it’s the perfect time to give her some huge support to pursue her dreams the fashion industry!

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1 Comment

  • Reply Martina May 27, 2013 at 16:53

    You made me laugh with your description of ‘eating pasta every day, 3 espresso shots, … running NOT walking’ :) Reminds me of my distance family in Italy. Anyway… Interesting to hear there is a slow fashion in Italy too – Italians are great tailors and designers, but my impression was that the concept of slow fashion is not really there. Hear hear! Thanks!

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