According to 10magazine, there’s a Milan-based accessories label crafting the understated yet coveted shopper bags that celebrities worldwide are eager to add to their collections. Need more hints? Look no further! The brand’s signature is a structured leather shopper bag that has been spotted adorning stars, top models, and it-girls from all corners of the globe, from Rihanna and Beyoncé to Dev Hynes, Tessa Thompson and Petra Collins, as well as Gigi Hadid and Kaia Gerber. Still unsure about who they are? The brand is named after the 1969 film by Pier Paolo Pasolini, and the founders say it “reaches back in time to the multiple personae of the Greek goddess”. They describe it as “elegant, beguiling, and sensuous.”
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Have you figured out who we’re talking about? It’s none other than the brand Medea. Bold, chic, and refined, the founders Giulia and Camilla Venturini – also known as the Medea Sisters – could be compared to the Italian version of the Olsen twins. As a creative force, they’re reshaping numerous fashion paradigms while pioneering fresh approaches to creativity.
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Medea blurs the lines between fashion and art by bringing together like-minded spirits to foster dialogue. With their profound self-awareness and dedication to social consciousness, they have emerged as a must-watch brand of our time. As someone who has had the opportunity to get to know Giulia and Camilla Venturini as mentors at Istituto Marangoni Firenze, I have come up with five compelling reasons why every fashion enthusiast should take heed of their inspiring journey.
Medea Sisters Camilla and Giulia Venturini at Istituto Marangoni Firenze for their mentorship project
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Quality over Quantity… and a Path to Responsibility
In a world where brands face the pressure of continuously producing to keep up with ever-changing trends, the Medea sisters have found their own balance. Their production approach allows them to break free from the conventional norms of the fashion industry, such as constantly introducing new collections or following micro-trends. While creating compelling designs for contemporary audiences, their primary goal is not to conform to the system or chase trends but rather to stay true to their unique style.
Moreover, their creative process is characterised by a notable commitment to responsible practices. For example, instead of relying solely on one leather supplier, they opt for a flexible approach, primarily using existing leather stocks to minimise their environmental impact. They also carefully consider the potential of vegan leather, exercising extreme caution in sourcing materials and prioritising quality over quantity.
Camilla and Giulia Venturini meeting students for the Medea mentorship project at Istituto Marangoni Firenze
A Multidisciplinary, Artsy and Collaborative Approach to Fashion
Hailing from the artistic milieu of New York, where they spent their formative years, Giulia and Camilla Venturini continuously captivate the brand’s fans with collaborations featuring renowned artists.
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Some of the notable artists they have worked with include Nan and Judith Bernstein. The brand celebrated their work by printing images of Goldin’s photographs and Bernstein’s drawings on their Medea shopping bags.
The Medea sisters also embrace collaborations within the fashion realm, demonstrating authentic support for fellow creatives such as New York-based Peter Do and London-based Kiko Kostadinov.
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Bold Advocates for Social Change
The Medea sisters firmly believe that fashion should address contemporary issues and convey a message. Their vision of success goes beyond merely creating items that are aesthetically pleasing or commercially viable. For Giulia and Camilla Venturini, raising awareness is a primary goal.
Camilla and Giulia Venturini meeting students for the Medea mentorship project at Istituto Marangoni Firenze
Hence, they collaborated with Mediterranea, a not-for-profit organisation that assists immigrants from the coasts of Tunisia and Libya seeking a better life away from war and poverty.
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In an industry that often encourages neutrality, especially when it comes to economics, to avoid losing clients, advocating for and helping those in need is a bold stance that not many individuals and brands are willing to take.
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The Medea sisters unquestionably belong to this courageous group, as they are not afraid to assert their standpoint.
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Unleashing Creative Fire with Printed Projects
Fanzines and independent publications seem to be the current trend for many fashion brands, offering printed paper projects as a more sophisticated way of conveying the brand’s ethos.
As Giulia Venturini worked for several years at the renowned magazine Toiletpaper – founded by contemporary artist Maurizio Cattelan and photographer Pierpaolo Ferrari – the creative twin duo is now collaborating with the magazine to produce a limited-edition publication.
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Titled Medealand, this unique edition celebrates the creative partnership between Toiletpaper and Medea, exclusively showcasing images that reflect the Neo-Surrealist style that is a hallmark of Toiletpaper’s aesthetic. The photographs showcase accessory designs by Camilla and Giulia Venturini, as well as avant-garde designs such as shoes from Ancuta Sarca and Di Petsa’s fake-wet dresses.
Medea founders Camilla and Giulia Venturini during their mentorship project at Istituto Marangoni Firenze
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Beyond Bags: The New Necklace Everyone’s Talking About
Venturing into new territories, the Venturini Sisters have recently expanded their repertoire, introducing jewellery to their collection.
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One of their latest creations is the Erin Taylor necklace, a statement piece that has been making waves on the Instagram grids of celebrities like Rosalía and Emily Ratajkowski. It’s no surprise that it’s already sold out on their website, as the buzz it has created goes way beyond social media. Inspired by gold teeth, the Erin Taylor necklace is made of 100% brass-plated gold and platinum. It is adorned with hand-set zircon, malachite, and opal gems. And if that wasn’t enough, the brand teased colourful enamel versions on its Instagram, which are set to drop this summer.
Giulia Piceni
Arts Curating student, Florence