Creative Concept and Branding for A'Ndemm

Annalisa Antonino is an independent fashion designer. Her products, handmade, customizable and sustainable, vary from tailoring, to embroidery, through illustration and Vintage research.

Annalisa was looking for a creative concept that would allow her to build a real brand, with her own storytelling and identity.

A'Ndemm is a milanese way to indicate motion, to move from one place to another.

The story is based on the Sciura wA'Nnabe. La sciura is tipically an extremly chic and milanese old woman, who wears pearls, fur and goes to the theater. La sciura wA’Nnabe is, instead, a girl in her early twenties. She is “Milanese-Milanese”, she wants to be radical chic: she wears glasses even if she is not short-sighted, she goes to the cinema on Friday afternoons to see arthouse films, she spends plenty of time with her friends around the trendiest clubs in the city. She conceive only two meals: breakfast, with cappuccino and brioche, and Aperitivo, rigorously based on Spritz Aperol. In fact, she wants to be a little sciura.

A’Ndemm is an independent fashion design brand, founded by Annalisa Antonino, which deconstructs the idea of Milaneseness and sciura to update and recontextualize it in the contemporary through tailoring, embroidery, vintage and illustration.

The products are divided into 4 main categories and 4 brand extension categories.

is used as a form of personalization of the garments which remain faithful to the brand. Alongside the possibility of inserting one's embroidered name, thematic macro-categories are defined, within which small taglines and words related to the main theme of the young Milanese sciura are developed from time to time.

to strengthen the branding, a personal name typical of the Milanese tradition is assigned to each product category or to each designed model.

The Instagram page does not follow default settings or particular graphics, but is a visual representation of the sciura wannabe. The products are only sporadically presented as such, but more often they are inserted in a lifestyle context, almost as if it were a private profile of the sciura wA'Nnabe

The tiktok profile is used to promote the brand's products through the story of the lifestyle of A'Ndemm.

Identification of brand ambassador profiles

A'Ndemm fits into a context of slow-fashion and small business which, to date, represent the future of fashion.

The product becomes part of an ecosystem and is no longer the core of the business: in fact, what is sold is a story, a world of which one becomes a part, a lifestyle and, above all, a concept.

The future of branding is here.