Journal

We wanted to start the first chapter of our journey by writing few words about Aestheticism, an artistic and cultural avant-gard movement in the late 1800s, that has been and still is, a major font of inspiration.
 
Aestheticism was the cult of pure beauty, apart from any utilitarian purpose.

 

As a style, it was elaborate, allusive, extravagant, infused with a love of the medieval, going overboard for the exotic and outlandish.
 

 
But another facet was an equally surprising restraint and purity. Japanese-style inspired designs of objects and interiors of peculiar modernity.

 

 

One of its main beliefs was that art was not confined to painting and sculpture. Potential for art is everywhere around us, in our homes, in the detail of the way we choose to live our lives.

 

 

Art became self-definition. Your clothing, objects and interior decoration told people who you were.

 

 

At the heart of aestheticism also laid the challenge of how to make beauty more generally affordable but at the same time not highly commercial. 

 

One of the founders of the movement – William Morris - believed that beauty is not a privilege for the rich. Luxury might evoke the notion of rarity of access to products of exception, but never of exclusivity to few privileged ones.

Small manufacturers opened everywhere to supply a movement which was all about refinement and individuality of choice.

 

By partnering with small realities around the world that produce highly desirable, beautiful products, we wish to contribute to introduce beauty into people ‘s everyday life and to keep the spirit of aestheticism still very much alive.