The story of Saloni Milano

I remember exactly that evening, in November 2022. It was just another evening, I had settled in to watch a documentary, not knowing that this moment would change everything. I didn't expect what I would discover, I didn't think it would affect me so much. I saw black rivers, scorched earth, cotton fields where nothing grew anymore, people who worked themselves to exhaustion, children who had no choice but to work, women crushed by a system they couldn't escape. And all of this... all of this so we could buy clothes at bargain prices, clothes that we throw away as soon as they were no longer "in style."

These were no longer just numbers, distant facts you hear in economics classes or lectures. These were human lives. Lives trampled upon with every impulse purchase, with every "disposable" item of clothing. I felt as if a veil had been torn from within me, as if I had just awakened from a long sleep, and I found myself facing a brutal truth.

I felt ashamed. How could I have turned a blind eye for so long? How could I have participated in this, even unconsciously? I, who had always loved fashion, the beauty of fabrics, the soul of a garment... How could I have never asked myself where these clothes came from, who made them, under what conditions? At what cost?

That night, I realized that fashion, what I thought was a passion, was also a cruel industry. And it rocked me. It was as if, suddenly, everything became clear. I couldn't ignore it. I couldn't pretend that everything was fine, that everything was beautiful, that all I had to do was get excited about a pretty show or a new collection. I couldn't just love fashion anymore.

I also had to love him in another way, more just, more human. And I said to myself: I'm going to create something. Something that makes sense. Something that gives a voice to those who don't have one. Something that makes a difference.

At first, I was lost. I knew what I wanted to create, but I had no idea what it would look like. I didn't have the perfect plan, I didn't have all the answers, but one thing was clear: I couldn't let this realization dissipate like a wave in the sea. It had to be the driving force behind my vision. Every seam, every fabric, every Saloni design had to carry a story, a message, a commitment. Because every garment has a soul, every creation tells a story. And from that day on, I wanted that story to be sincere, fair, and deeply human.

It took me two years to imagine this project. Two years to rethink what a fashion brand could be, a brand that doesn't ignore what lies behind each garment. A brand that respects people, the planet, but also beauty and creativity. Because, yes, I love fashion. But I could no longer be content to create without conscience. And I am convinced that Saloni is that answer: a space where fashion and ethics meet, where each designer has a voice and a story to tell, where every choice has meaning. Because we can be elegant, and fair. We can be creative, and responsible.

And now, every time I think about that reality, that awareness I had that night, I say to myself: I can't go back. I can't participate in this system that destroys everything I love, everything I respect. And that's why Saloni exists. Because fashion shouldn't be a fleeting luxury, but a thoughtful choice. A choice that respects those who create it and those who wear it.