Gava is the creative and research laboratory of Gavazzeni, an Italian brand of bags and small leather goods, an authentic example of excellence and craftsmanship. The new creative project combines the know-how of the best Made in Italy tradition with the values and highlights of the European market in fashion and design. An innovative approach and future-proof design marked by a fluid, inclusive and ethical vision. A project that goes beyond the pure and simple product by focusing on stylist research that draws from art to photography, including graphics and design.
Elena Gavazzeni, second generation owner, with her brother Pietro, of Dora, a Brescia-based company specializing in leather goods, takes us on a journey to discover the secrets of the new Gava brand.
She did not rebel against ‘family destiny’ and embraced the fashion world. Obligation or passion?
“I have always been fascinated by the fashion world. After joining the family business I initially dedicated myself to managing Maisons brands and then to our Gavazzeni brand and later to Gava.”
Why a new brand besides the family brand and the brands you work for?
“Gava was born from the need to create a different product, a young and fresh alternative, in colors, materials and shapes, with the intention of intercepting a different slice of the market. We presented Gava for the first time in September 2023, during Milan Fashion Week. The Vitto bag is the iconic model of the brand, first proposed in XS, S and M sizes, and then developed in new sizes for the winter season and for SS24. A timeless and no-season pillow-bag, in very soft smooth or matelassé nappa leather. In the summer variants it can also be found in denim.”
If you were facing a creative crisis, where would you take refuge to overcome it?
“Our style office is my safe haven. A room full of images, clippings. Whatever inspires me – a landscape or a design object that I find particularly interesting – is attached to our moodboard. At first glance chaos seems to reign, but for me it remains a place where everywhere I lay my eyes, I find a creative cue.”
How is fashion changing (if it is changing)?
“Fashion does not change, it evolves and returns. The trend that we believe we have interpreted is ‘quite luxury’ where the form and preciousness of leather are protagonists and do not need a shouted logo.”
Which past or contemporary designers do you like?
“I might sound trite, but for me Coco Chanel succeeded in upending costumes, freeing women from corsets and shortening dresses and skirts. Nowadays, creative and entrepreneurial women like Miuccia Prada or Maria Grazia Chiuri continue the same process of ‘denunciation’, they are spokespersons for a message, while remaining examples of elegance and refinement.”
Where can we find Gava’s signature creations?
“Gava is a newly born project that finds space in high-end boutiques. Italy is obviously our target market, followed by Japan and America, which are currently the markets where we have managed to position ourselves, thanks also to our showrooms in Tokyo and New York.”
How important is sustainability for the brand?
“We use tanned leathers from very selected suppliers for our bags. And we are very careful to minimize our environmental impact: for example, we reuse leather scraps discarded from production to make other small accessories; or, when choosing packaging, we focus on solutions that can be reused.”
What does the SS2024 collection look like?
“It is a riot of colors. We were inspired by the tropical Miami of the 1950s. Think of the refined and colorful Art Deco buildings: lots of fuchsia and pink, with references to flamingos, but also the blue and green of crystal-clear waters. It is from that imagery that we drew and, of course, we proposed vitamin colors that smell of summer and make you dream of exotic destinations and lazy days spent relaxing.
We also introduced a new model, it’s called VIKI. It is the first bag signed Gava with a rigid structure, made of hammered leather, with a diamond check processing given by very fine ton sur ton stitching. Gava is an original and fun accessory, but when I think of a bag, I can’t help but think of practicality. So, there is no shortage of chain or tassel straps.”