Linea Daria
Irony that demonizes life’s evils
“At the core of this project lies the irony that demonises life’s obstacles, without taking away any of their depth”
“Tryin’ to make your ideas out of the ordinary”. (Extra)ordinary ideas are the bread and butter for Linea Daria, who has a community of over 100 thousand followers on Instagram. Her project is an extensive one, comprising several things that, together, take on a beautiful meaning. From a profile-like portfolio, where illustrations were uploaded, to a creative studio that now collaborates with several very important lifestyle and fashion brands, including the creation of a clothing brand. While it was born on social and keeps on expanding in the digital world, Linea Daria does not want to give up the connection with people: in fact, it has recently opened its first store in Bergamo, in Via Sant’Orsola 27th. A special place that embodies Linea Daria’s universe and welcomes all those who want to get in. It is a simple, quick and refreshing tale, because life also needs irony.
How did the idea of Linea Daria come to life?
I gave life to this project in late 2019. I was working in a communications agency but I couldn’t really bring out the creativity that was in me. I have always been passionate about drawing, but I was a self-taught artist, so I took some training courses on graphic design programs and here we are today.
Why did you decide to share it on social media?
I created the Instagram page while I was still at the agency, posting my designs commissioned by other people. I chose Meta’s social media first because of the great visibility it gives, and on the other hand, because I needed a portfolio but I didn’t want a classic one. Slowly, the social page grew and became my way of getting in touch with other companies.
Why “Linea Daria”?
My early drawings were composed of lines that resembled aircraft contrails, they were very fluid pretty much like my creative journey. “Linea Daria” is also an expression in Italian used to describe the distance between two points that are very close and are easily reached. And for me, this is the fastest way to reach my dream, which is this project. For my clients, on the other hand, it stands for their goal to be unique and extraordinary in the shortest time possible and in a very effective way. It gives the idea of first and last name, even though my name is Anna, and I liked the concept of air meant as the wake of an airplane, which in fact, afterwards, became our logo.
What are the values driving this project?
Surely, at the core of this project lies the irony that demonises life’s obstacles, without taking away any of their depth. Then, Linea Daria is a bit like a home: a place where anyone can come in and feel good, accepted, appreciated and listened to.
Is there a connection between one artistic idea and another?
The connection is the short composition, a kind of ironic bluntness and sometimes even a bit dreamy, which is declined in the two main strands: the ironic and the romantic-motivational, which are also two parts of my character.
I often see references to alcohol and social life. Do you prefer Netflix on the couch or an evening with friends and gin-tonic in your hand?
Why choose? It could be Netflix on the couch with gin-tonic in my hand (laughs, ed.)
Yours is an all-female team, and within your art, there is often a reference to women. Would you like to tell me more about this aspect of your art and its value?
As a female team, women and female figures in society are at the forefront. It has wide space in my art. Nevertheless, as I said before, Linea Daria is an inclusive house that welcomes all, so we have joined many social battles. For example, we collaborated with LILT- Lega Italiana Per La Lotta Contro I Tumori, with whom we created a special graphic “Noi Combattiamo” on the bag that directly summarizes LILT’s mission, calling for action. We also worked with Bossy.it, a nonprofit association founded in 2014 that focuses on equality in the broadest sense. I fight for the role of women in society and for equal opportunities. Ultimately, I fight for people.
You also work as a creative studio for other brands…
Yes, and I have to say that this is the part that allows me to play with my creativity while bringing in my marketing studies, as it involves designing a real offline and online strategy for the target brand. We have worked with Foot Locker, Harmont&Blaine, Lacoste, Bobbi Brown, Peroni and many other brands.
Then there’s also the clothing section…
Let’s say we stumbled into the fashion world. I created a line of T-shirts featuring sentences and it was very successful, so in 2020 we opened the online platform. Then Rinascente came along and decided to sell our products, which gave us a big jolt: we went from producing garments only on order, to large-scale production, which we do in-house. Following t-shirts and sweatshirts, we expanded to caps, which are now a best-seller. The clothing line is growing a lot: we made unisex linen shirts, straw hats and other products for the summer season, but there will be some nice surprises in September as well. The growth has been possible thanks to the store that we have in the centre of Bergamo, which started as just a temporary venue and has now become our first flagship. Recently, we opened a concept store at 27a Via Sant’Orsola, thanks to the work by Capponi General Contractor.
Would you like to create a piece in collaboration with a luxury brand?
Absolutely yes, I would love Prada for fashion and Seletti for design. And then Baci Perugina or even fortune cookies.
To sum up: artist, designer, art director and entrepreneur. Who is Anna?
I think all these things. I started as an artist and art director, then became also designer and a young entrepreneur. If life is a journey, the destination is decided by whoever is driving and in between there are several stops, it doesn’t necessarily have to be just one.
Interview: Flavio Marcelli
Photos: Ludovica Arcero
