EticaLiving: Collection preview at the Salone del Mobile 2018
EticaLiving, a cobranding project between VGNewTrend and Slow+Fashion+Design, was created to merge the world of luxury with an urgent market need.
The research for an ethical perspective, together with a higher interest over lifestyle and sustainability gave birth to something that is more than a simple product line: this is, by all means, a philosophy taking shape.
The collection
EticaLiving decorative furnishings go beyond commercial dynamics. These are objects shaped by skilled hands, by people who are passionate about working with fine materials, creating exclusive elements.
With this in mind, VGNewtrend classical features have been reinterpreted with sustainable materials, natural fabrics, and handcrafting.
EticaLiving gravitates around four focal points: the colors blue and gold, essential lines and unique features.
Blue symbolizes tranquility, it generates a relaxing feeling and gives balance to our emotional sphere. Gold represents, on the other hand, the sun, opulence, pureness, bringing energy and wealth.
The slim, essential lines of the furnitures are enveloped in velvet and jeans fabrics, embellished by the experienced artisan Flavio Ongaro. The textures have a suggestive style, taking inspiration from the work of Mariano Fortuny and the ancient art of the shibori.
The fabrics constitute the core of EticaLiving uniqueness. The materials have been manufactured and every single piece of fabric was decorated individually, for each piece of the collection. The texture might be reproduced, but decorations will never be completely identical. The internal frameworks are 100% produced in Veneto, Italy, and they are manufactured with wood, steel, water foam and kapok.
In fact, our goal is not only proposing a sustainable line, but also and foremost creating a collection made by italian products - communicating all the passion, professionalism, and traditional know-how of our land.
The collection is focused on the living room area and it’s made by a couch, two armchairs, two smaller armchairs, two tapestries and a chandelier.
The couch and armchairs were designed with italian wood, kapok (natural seed-originated fibers). To develop them, several recycled materials were included - such as steel and golden chains. The pillows and accessories recall venetian-inspired textures, digging into local traditions that have hundreds years of history. The denim, enriched with manufactured decorations, was the ideal fabric for the couch, armchairs, and tapestries as well. The chandeliers reused several materials, like bands, tassels, cloths, in a zero-waste perspective.
The collection preview will take place at the Salone del Mobile di Milano, April 17th-22nd 2018 - Milan Fairgrounds, Rho, Pavilion 3 - Stand L27