BIOGRAPHY
Federica Cadonici is originally from Milan, where she was born on 13 September 1998.
Since she was a child, she has developed a strong dedication to the world of drawing that will accompany her throughout her adolescence.
Behind her difficult and sometimes rebellious character, lies an iron will, a great planning ability and a strong ambition.
Her first passion was volleyball, a sport she had to suddenly abandon due to a bad injury. This episode will bring her even closer to the world of art, where she will be able to unleash all her anger and frustration.
Her artistic impulses and love for design will thus lead her to undertake a solely artistic course of study, which ended with a degree in fashion design at the “NABA - New Academy of Fine Arts” in Milan.
Once she completed her studies, she decided to go on a journey to discover the world, until she meets London.
This city, rich of traditions and novelties, culture and colours, has been able to give life to a concept, which in recent months has evolved to “DESIGNEDBYFC” brand.
BRAND MISSION
DESIGNEDBYFC was born with the aim of fighting what Fast Fashion is today. The brand aims to give a new life to clothes that no longer have any, personalising them and making them unique and sustainable.
The first part of the process consists in selecting unique pieces from London vintage and charity shops, modifying the models and customising them using different materials: paint, pins and chains are a few of the ones used by the brand, enhanced by precious inserts and “X” embroidery.
Before being made, the garments will be individually studied and digitally presented, in case any changes are needed during the course of the work.
Customisation allows the designer creativity to be unleashed as well as creating a team game: here the customer's needs merge with the artist's skills, creating a unique piece.
DESIGNEDBYFC goes beyond the mechanisms of the market and the conventions of society. It opposes a fashion that flattens everyone's identity a fashion without ideals or revolutionary charge.
DESIGNEDBYFC is, above all, a strong expression of the courage to be our true selves without limits and labels.
