The project began in 2007 after a meeting between Camilla Giacomini - stylist for companies such as Cycle and Met and winner of the Incubator Project promoted by the Italian Chamber of Fashion - and Daniele Scaboro - sales representative for many years for many high level fabrics and accessories companies.
The guideline of the brand is based on three fundamental aspects: a product that actually fulfills completely 'Made in Italy', the concept of "slow-fashion", the use of fabrics and ideas that contribute to the protection of the environment.
In a period in which the Made in Italy is opportunistically celebrated by lots of people in the fashion industry, Camilla and Daniele offer a REAL Italian product, made by dress-making companies in The Veneto area, who have for many years worked regularly and honestly, and competed for their survival when faced with the competition from Asia. Moreover, Camilla and Daniele work with very capable artisans for the production of REALE 's fabric hats and leather bags.
The production of everlasting items and the limitation of waste represent the tribute of REALE to the environment. Huge attention is paid to the natural innovative fabrics such as seacell, organic plush, bamboo fibre, nettle and also cotton, silk and cachemire.
REALE proposes an innovative concept of slow-fashion that is not only comfortable but chic for a modern day woman. The REALE woman is free and distinguishes herself from the globalized taste.
The freedom of putting tailoring details in plush sporty clothes.
The freedom of bringing the fashion history cult items and reinterpret them: the Chanel jacket in plush, the Trench in quilted cotton.
The freedom of producing clothes,that are usually made of silk, in plush and vice versa.
The freedom of wearing a gym suit not only to do sport or do the shopping, but also in the office or at a party.
All of this is REALE.
Their representations often are real artistic performances in themselves and have been shown in undeited locations (venetian buildings, design Bed & Breakfasts, Architecture studios). By giving visibility to their own creations, they create room for art themselves, matching it to the fashion world and drawing on it. In fact their shop-showroom in Via Brisa in Milan always holds exhibitions of artists that share with Reale the interest for the protection of the environment.
The approach is not the one of the frivolousness and non-commitment typical of the fashion world, but, on the contrary, one that proposes to enter a world, a way of life.
Fashion, a REAL dream!