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Fast fashion talks about "being yourself" and "showing your personality". But it seems to me a bit absurd to be bragging about standing out while making million copies of the same dress.

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Back in Florence, where I was studying fashion and trying to figure its labyrinths, I've realised that I want to go the other way. To create, not to copy, to craft, not to produce.

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So when I started dreaming up Acuamona, I knew the direction it will take- a slow fashion label which dares you to wear yourself.

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Wearing yourself is the guiding philosophy, which invites you to ignore this week's must haves, Instagram trends, celeb endorsements and go for something less ordinary. Bright, creative, daring. Or even: weird, quirky, unexpected.

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You've got a beautiful self, now go ahead, wear it.

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Simona, founder of Acuamona

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