I was reading a paper about slow fashion, and how it stems from the Slow Food movement, which started in Italy in 1989 – the opposite of fast food, promoting the idea of living and producing more mindfully, respecting people and the environment.
This made me think about my choice of naming this project Controra. I initially chose it because controra is deeply ingrained in my culture, and I wanted to do a project that could tackle some issues currently present in my region (namely the place branding). So the name was perfect. One word, conveying a whole world and way of life.
Even when I then changed my mind and decided to do a project about fashion and retail spaces instead, I still kept the name.
I have been asking myself why. Why controra, now that I’m not directly talking about my culture?
I knew, deep inside, that controra had to be the name, but now I’ve fully realised the reason behind it. I think it’s because it’s always been about taking the time to savour things – life moments, experiences, food. A shopping spree. An event in a retail shop, meeting like-minded people. Amplify the voices of those who are trying to make a difference in the fashion industry, those who put time and care into making their dreams come true.
And this is why this project is called controra.
source: https://www.mdpi.com/2071-1050/13/17/9976/htm