Fashion and wonder: when everything is extraordinary, nothing is more so

We live in an era where the exceptional has become the standard . Every season, every show, every launch is a race towards excess. Historic buildings, monumental sets, red-carpet guests, and cinematic productions. We've become accustomed to seeing everything, immediately, everywhere. And we still get excited, of course. But are we excited by the show or the collection?

The question arises spontaneously, especially today, at a time when even the greatest creative directors admit to the risk of burnout . Because maintaining the high level of wonder, season after season, requires a pressure that is no longer just creative: it is commercial, communicative, and visual.

The new normal is spectacularization

If every fashion show becomes a cover story, if every launch is an immersive experience, if every dress has to be red carpet-ready before even hitting the runway... then the sense of wonder becomes numb . We even get used to being amazed.

And while the spotlight turns on who was there, what they wore, and how many views a moment generated, the heart of fashion—the collection—risks fading into the background . Especially if presented with restraint, in a measured, and thoughtful way.

Who pays the price? Emerging brands

In the constant noise of industry, the most authentic voices risk going unheard . Independent brands, like ddLab, that choose quieter communication, that focus on content, that build products designed to last… often find themselves outside the circuit of immediate visibility .

And not because the collections are less valid—on the contrary—but because the dominant narrative rewards the extraordinary . Even when this extraordinary has now become routine.

Towards a new paradigm: sober, sustainable, true

So we ask ourselves: is it possible to imagine a more sober, more sustainable fashion future, one focused on value and not just on effect?

We believe so.

And we want to continue working in that direction: where the product is carefully thought out , where every choice is made with awareness , where the story is authentic , and not shouted.

Because the true wonder, perhaps, isn't the one that dazzles. But the one that endures.