AEQUAMENTE: “Italian fresh” for a young brand

Cover-art Aequamente

AEQUA­MENTE is one of the emer­gent fash­ion brands belong­ing to fash­ion com­pa­ny H+ Cube. At the Wom­en’s Tra­noï Show­room, it made for a del­i­cate and eye-catch­ing set of ele­gant pieces.


Loren­za Daniel­li is a young design­er from Bologna, Italy. The styl­ish 28 year-old woman stud­ied at the Accad­e­mia Belle Arti Bologna, also known as ABABO. She is now respon­si­ble for the cre­ative direc­tion of AEQUA­MENTE, who actu­al­ly belongs to H+ Cube.

Loren­za Daniel­li at the Tra­noï Show­room on March 3rd, dur­ing 2023 Wom­en’s Paris Fash­ion Week

At the Paris Fash­ion Week Tra­noï show­room, Loren­za agreed to talk to us and shared some details about their busi­ness:

We are a fash­ion com­pa­ny from Bologna, Emil­ia-Romagna. We pro­duce 3 brands. The first is a knitwear brand. We keep the machines inside the com­pa­ny build­ing, so every­thing is pro­duced inter­nal­ly. The oth­er two brands are also made in Emil­ia-Romagna with Ital­ian fab­rics pur­chased from Ital­ian man­u­fac­tur­ers. And all of the pro­duc­tion process is also Ital­ian. Dye­ing, every­thing.

Loren­za Daniel­li, Fash­ion design­er

The knitwear brand she refers to is MJW, run by her­self, her sis­ter Veron­i­ca and their moth­er Maria Grazia Albonet­ti, who is also the major­i­ty share own­er of H+ Cube. Maria Grazia has worked in fash­ion for over thir­ty years.

H+ Cube’s most impor­tant owned brand is Han­noh, direct­ed by the estab­lished Ger­man design­er Han­no Wes­sel.

Using high qual­i­ty man­u­fac­tur­ers in Emil­ia-Romagna, AEQUA­MENTE brings a par­tic­u­lar sen­si­bil­i­ty to com­fort cloth­ing. Their colour palettes change with every sea­son. For now, we have seen soft whites, beiges and dark navy tones. They nev­er focus on only one types of pieces, fab­ri­cat­ing coor­di­nat­ed jack­et and trousers but also light­weight dress­es and jump­suits.

The brand com­bines easy and del­i­cate sil­hou­ettes to lux­u­ri­ous mate­ri­als. The sen­si­bil­i­ty pro­ject­ed by the design pieces come in mate­ri­als such as silk, cot­ton, cash­mere and linen.

Extract of Aequa­mente’s web­site, fea­tur­ing their brand uni­verse.

Autumn-Winter 2023 at Paris Fashion Week

Light green, grays and light navy tones have come to enrich the brand’s colour spec­trum this sea­son. But soft whites and dark blues steal the show, as shown by Loren­za her­self when pick­ing out the piece that most rep­re­sents the cur­rent col­lec­tion, a sur­pris­ing cash­mere over­coat:

Over­coat (most rep­re­sen­ta­tive piece accord­ing to the design­er), Cash­mere

This col­lec­tion cen­ters around fab­ric com­po­si­tion. The colour palette cre­at­ed brings a sense of fresh­ness often seen in sum­mer or spring to this Win­ter-Autumn sea­son.

Sustainability. Towards the future.

When it comes to dura­bil­i­ty, Loren­za and her fam­i­ly use fab­rics, such as organ­ic cot­ton or acetate, that are extreme­ly durable and can be worn for years to come.

The arti­sanal and local fab­ri­ca­tion ensures an eth­i­cal man­u­fac­tur­ing process in Italy, as well as giv­ing back to their com­mu­ni­ty.

The promis­ing young brand is com­mit­ted to qual­i­ty, beaut and dura­bil­i­ty. Dis­cov­er oth­er new emerg­ing Euro­pean brands in our ded­i­cat­ed cat­e­go­ry.

Written by Malu Benjamin
March 8, 2023

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