Tag Archive for 'sfera'

What has happened to Italian fashion and why I started Sfera – part 3

This is the third in a three part post on why I started Sfera. 
Read part 1 here
Read part 2 here

The pictures in this final part are from the Sfera Spring-Summer collection; and you can see a wider selection in the Sfera section of the new season Wardrobe website which went live yesterday.

Why has Sfera been successful? 

Sfera is the product of all the experience I’ve gained over 36 years of what women in our market want.  In my experience, women want to look as sexy as possible, but in a stylish way – not in an ostentatious way.

They want to stand out and look successful, but they want to do it elegantly.


That’s what our “edgily classic” approach tries to do.  We create many new jacket and dress shapes each season – all made by craftspeople with the highest quality fabrics, beautiful lining and top-quality buttons in what I believe to be one of Italy’s best factories.

It’s only available at Wardrobe, it’s designed with our customers in mind, and we only make a few pieces of each garment, so they’re properly exclusive.  As there is no publicity cost, all of the money spent on them is in the clothes.


An equally good question is why, if there’s such a big gap in the supply side of the market, has Sfera not been more successful and not sold elsewhere.  Possibly it will be in the future – if we can figure out a distribution model that allows us to keep our important values in place.

At times it feels like we’re rowing against the industry tide; but our boat is increasingly full of people who want to go in our direction.  So for the moment Douglas and I are happy focusing on developing a collection which delivers what Wardrobe customers tell me and my stylists they want.