Art needs no approval
Behind every brand, there are always people – individuals committed to realizing their dreams and aspirations. Edoardo and Mauro stand behind the Edma brand. I, Edoardo, am a young entrepreneur with bold marketing ideas, while Mauro, my uncle, is an experienced artist responsible for the captivating imagery featured on all Edma products.
Some time ago, after a lengthy night of discussions about our shared dreams, we had an epiphany: "Why not join forces and create a fashion and home brand that's extraordinary?" We agreed, but with one condition – this project had to be audacious, distinctive, and infused with artistic flair. Ambitious? Perhaps, but when you dream and create, boldness is essential!
So, from the ground up, our entrepreneurial and creative journey began.
I, Edoardo, handle all aspects of marketing and brand organization. Mauro is the creative mastermind. As a versatile artist working across various mediums, his main task is selecting original works, be it paintings, ceramics, or lamps, to reinterpret as wearable pieces or home decor. Once chosen, these works are meticulously captured through high-resolution photography or scanning, then digitally refined for a sharp and sophisticated color palette. It's important to note that our images are digitally enhanced for technical and printing purposes, but never generated by artificial intelligence.
My passion for art began in childhood and has been a lifelong pursuit, with a path that led me through an academy of fine arts, teaching, and a career in design and fashion. Collaborating on the Edma project with Edoardo is an exciting affirmation that our artistic journey is far from over.
Within Edma's exclusively unique reproductions, you'll encounter enigmatic characters who gaze upon you or venture to distant realms. Abstract, captivating, and intense images are also part of our repertoire. We aim to convey a blend of art, poetry, allure, simplicity, the joy of existence, and being present.
Frustrated by the fast fashion industry's impact and excessive textile waste, we produce each item only upon order, ensuring that we create just what's needed without further harm to the environment. We hope you embrace our zero-waste philosophy combined with our dedication to crafting distinctive pieces.