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07.10.2022 #lifestyle

Veronica Ferraro

NOT AFTER TEN

“See someone wearing an item I created really moves me because it is like contributing to a moment.”

“There is always something to learn and you have to put yourself out there,” says Veronica Ferraro, influencer and founder of NOT AFTER TEN, about her latest spring-summer 2023 collection. It was 2009 when she started working with social media and today she has a following of almost 1.5 million on Instagram. With a great passion for sport and wellness, she signed several capsules with lifestyle and fashion brands. And in 2021, she created an athleisure capsule in collaboration with YOOX. She has always wanted to create an her own brand and in these past few year she founded NOT ATFER TEN. A brand about her, colourful, conscious and sensual. After presenting the first capsule collection of bodysuits Sunrise and a first small fall-winter collection (soon in stores, ed.), the spring-summer 2023, presented during Milan Fashion Week, she expands the proposals and she focuses on total look NOT AFTER TEN. A collection that looks back to Veronica’s past, to sport, to the brand’s signature, but which also projects itself into the future with outerwear, bomber jackets, trench coats. A spring-summer that is a hymn to beauty and femininity in all its forms.

How did you get the idea to create your brand?

Since I started this job in 2009, I have always had the desire to create my own brand. Initially, I thought to work only on athleisure wear and in 2021 I created a first collection of sportswear in collaboration with YOOX. But then I start feeling that wasn’t enought, a bit ‘tight’, so the idea of a real collection was spreading out. One with a sporty and sensual and feminine core, a line based on how I dress on a daily basis.

Where name NOT AFTER TEN came from? To whom do you speak??

Not After Ten comes from a person I used to be two or three years ago. When I decided to create this brand my life was different, quieter, sometimes it happened that if my friends asked me to go out after 10pm I would hardly accept… and I thought it was funny to play with this aspect when the time to choose the name’s brand came. Today, many things have changed. I have changed both personally and at work. Between Covid, which has inevitably marked everyone’s daily life, and personal vicissitudes that have greatly influenced my approach to life, now I feel that I have a different ‘spark’ in me, I want to enjoy the beauty of life, have fun and feel good ‘in my own skin’ … I invite everyone to reflect on this aspect and seek the best in themselves, in others and in what happens to us.

Bodysuit and beachwear, what is next?

After Sunrise, body capsule collection, and a smaller fall-winter (soon in stores, ed.) this spring-summer 2023 collection expands the proposals and focuses on total look with garments that can be mixed and matched according to our daily basis. Blazer can match with a super mini skirt but also with a nice high-waisted pants. The novelty is a vegan leather bomber jackets and trench coats, both oversized – which I love! – and crop cuts. Iconic garments such as tulle bodysuits and cargo trousers remain. I try to create items that express as much as possible my vision of fashion and how it should be worn, there is nothing I wouldn’t wear myself. Most important the silhouettes, they enhance the natural form, the most authentic femininity, of a spontaneous elegance, sensual but also comfortable and functional.

Your clothes have a hidden detail. The labels carry a motivational message: how do you choose them?

That it is a detail I love. They are like ‘mantras’ that came from friends as support or that I repeated to myself to give me strength in dark times. I wanted the girls who follow me to receive this strength from my collection, for this reason I wanted to put them on the labels of my clothes. I hope that, in their simplicity, they can encourage a smile, give ‘ways of living’ for everyday life…

Many girls take inspiration from you, your looks and even your lifestyle. Who is your inspiration?

I would not say just one person, I live from constant stimuli I receive from the outside.… they could be social media, but also people I meet on the street and looks of celebrities.

You are the face of your brand, how did you came up with this idea?

If I don’t support it in the first place, who should?! (laughs, ed.) If I don’t do it, it may look like as if it doesen’t represent me enough, which is not. On the contrary, it’s what I care about most.

Is there someone you want to see wearing your creations?

Hailey Bieber.

You have been very busy, first with social media, then with various fitness and health projects and now with NOT AFTER TEN. Is there anything you would like to do in the future that you haven’t done yet?

Actually, thinking about the immediate future without going too far, I want to focus on my Not After Ten project, hoping it will have a special growth. Seeing someone around who is wearing a garment you created is something that excites me a lot, it’s like ‘contributing’ to a moment. Now we are at the beginning but, if I think about the future, I think about that. Then, but we have learnt over the last few years how life can put us in front of changes, everything now is so fast, but I don’t face new challenges with concern, I think there is always something to learn and we have to play, it’s part of the  growth of a person, and who knows what the future holds…

Interview : Flavio Marcelli

Photos : Ludovica Arcero

 

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