How Camilla Castrucci from italian brand Caramì makes the best out of corona crisis
At Italian underwear brand Caramì everything is made in Italy (even shipping boxes!). The two Florentine sisters Carlotta and Camilla Castrucci first founded the brand as a retail for people who have difficulties with accepting their body. Today – still – every collection is created to make any woman look and feel comfortable and beautiful.
As Italy is the most affected country by the Corona-crisis in Europe, the sisters need to stay focused and not lose hope. Camilla Castrucci, designer at Caramì, tells us how she succeeds with it and learned – due to her new binge obsession – use Instagram for their business.
MADAME: How do you spend time during isolation?
Camilla Castrucci: In isolation time flies by more than we expected. We try to be as productive as possible. First, we developed the 'self love attitude', as our brand is about dedicating some time for yourself. So we take care about our health by doing meditation, yoga, training, face and hair masks, long baths… but we also take advantage of our free time to clean rooms,tidy wardrobes and the showroom.
M: What do you miss the most?
C.C.: We miss going out: having breakfast outside, meeting people, walking in the streets, buying in an 'offline' shop…
M: How did your way of working change?
C.C.: We were forced to stop the production because all the factories were closed. We had lots of plans for these months but we were not able to achieve them or had to postpone some of them But we decided to develop our online channels like Google, Instagram, Facebook andPinterest. We also organized activities to do at home together with our influencers like workouts or cooking recipes. We use our social networks to support small businesses near us which for example organize food deliveries or who do charity for hospitals.
M: What was the biggest surprise for you so far during Corona times?
C.C.: In this period we saw lots of solidarity among people. We try to share as much as possible the initiatives created by small merchants around us. We also decided to donate part of the proceeds of these months to hospitals in the North of Italy. Big Firms and VIPs organized charity collections too to help people around the country.
M: What will you never take for granted again?
C.C.:In the future we won't take for granted the importance of having an amazing family - which always helps and supports you. And living in a house where you can stay on your own even if all members are at home.But in particular, we will not forget how important the job of doctors and all the staff in the hospitals is. They are working without having a break, risking at the same time their lives.
M: What should we consider when buying lingerie, the first layer of garment that touches our skin?
C.C.: This is the question we use to characterize our products with. For this reason, it must be comfortable, it must support women all day long and cannot hurt. When you buy online, first you should read the composition of the product. Generally, there is not a good and a bad fabric, it depends on your sensitivity. If you have a sensitive skin it is better to choose a product with a high percentage of cotton. Caramì products are made mainly with Carvico or Sensitive fabrics.We point out on this fact because we use precious fabrics and high-quality materials, all made in Italy.
Our labels too are made with a special technique in order to be the most comfortable and to not be irritating to any skin type.
M: What is your favourite material and piece regarding active wear for summer?
C.C.: Our masterpieces for the activewear are the velvet leggings, sports-bra and shorts. They are all made with a special “Carvico Velvet”. This is a particular fabric, provided by a renowned factory in the North of Italy which is specialized in technical textiles, suitable for all kind of sports. In addition, this fabric can be used both in winter and in summer.
Carvico Velvet is designed to ensure the best performance with all the technical features needed for the productivity of this garments like: the right muscular compression, excellent breathability, resistance to pilling and abrasions, shape retention, perfect fit and excellent comfort, UV protection and thermal protection.
M: What quote inspires you?
C.C.: The quote that inspires me most: “Be your own hero”. I have had a health problem in 2016, so I learned that you are the best doctor for yourself. You can have the most expensive medicines or a team of doctors to help you and an amazing family behind... but first you must find the strength inside you. If you don't want to recover, you won't. This statement always reminds me to never give up and to keep fighting for what I believe in.
M: What would you say to your past self/future self?
C.C.: I think that things happen for a reason. Personally, I do not regret my past. I had problems like all teenagers have during their life.But they helped me to have the strength that I have today and I hope to increase it in the future, learning from my mistakes.
My company can be an example: Caramì was found when I was 19 and my sister was 22. At the beginning it was hard because we were seen as two kids with a toy in our hands. Lots of people we met during our journey, from producers to other workmates, didn't respect us. Anyway today, after 4 years, we learned how to win respect. To my future life I would like to say to be more patient and less of a perfectionist. Sometimes we have to let things happen. We can not pretend to have the full control over everything.
M: Which one thing always makes you feel good?
C.C.: The things that always make me feel good are spending time with my team, my mother and my sister, because we have a special relationship; going shopping, because it relaxes me, in particular after an exam or after a stressful situation; and also training: I did 10 years of ballet soI still need to do some stretching or pilates every day, and 3 times a week I train with my personal trainer. Sport is useful to free your mind from thoughts and sometimes it gives you the answer to situations or problems you cannot solve.
M: Your guilty pleasure?
C.C.: My guilty pleasure are candies. In particular I am obsessed with a specific one, which has caramel flavour. You cannot find this brand in UK, but they are similar to the “Werther’s” ones. This was a big problem when I lived for some months in London. Every month my mum sent me a package with a supply of my beloved candies, I know from Italy.
M: Which artist fascinates you?
C.C.: I love classical art, with an interest in Renaissance since I am from Florence, so I may be biased... Florence is the cradle of the Renaissance, when you walk around the city you can easily find stunning statues, churches or squares that leave you breathless. If I have to choose among the artists, my favourite ones are Canova andMichelangelo.
I consider this kind of art as the perfection, where each element is in balance and some pieces even seem real.
M: Your current binge obsession?
C.C.: My binge obsession, not only a current one, is to organize everything. I love arranging my day in order to not waste time and tobe always punctual. I also organize my clothes the day before, sinceI want that everything matches together.
I know that I should be more relaxed sometimes... I am working on it, I swear!
M: And what is your new binge obsession due to Corona?
C.C.: My current binge obsession is absolutely Instagram. I prefer looking at my phone instead of watching a film. I think I am the only person who has not, for now, Netflix. Because I am not a fan of TV-series or films. I would rather stay on Instagram because you can be updated not only in fashion but also on what is happening all over the world. Additional to that I use Instagram as a tool for work. For example,on Caramì’s account we share new events or new sales and keep you updated about new collections, which you can buy directly by scrolling through our feed.