The interview of Gabriele Moratti, artistic director of Redemption
Inspired by the world of bikers and music festivals, the women’s ready-to-wear label Redemption celebrates free and independent females. We meet it’s cofounder and artistic director, Gabriele Moratti.
Numéro: Why is your brand, formerly “Redemption Choppers,” now called simply, “Redemption”?
Gabrielle Moratti: Originally, the brand founded by Daniele Sirtori, Vanni Laghi and myself was dedicated to producing custom-made motorcycles— each was unique and made entirely by hand. To accompany these pieces, we began designing clothes. We weren’t making sportswear for bikers; these were ready-to-wear capsule collections inspired by motorcycle culture. And it was a philanthropic project, too: 50% of the profits from the ready-to-wear collections, and 50% of the profits raised at sales of our bikes at AMFAR dinners went to charity organizations (we raised over 1.5 million euros in two years). The clothing line grew, and began to incorporate references to film and music. As the ready-to-wear achieved greater and greater success, we decided to split into two branches. Today, our bikes are produced under the name Redemption Choppers, and the clothes under the name Redemption.
For what kind of woman do you design your clothes?
We have always been inspired by the elegance and glamor of classic cinema icons like Audrey Hepburn, Ava Gardner, Grace Kelly and the great diva Maria Callas. Our work is rooted in the idea of a conversation between these icons and the world of rock’n’roll, the world of bikers. We asked ourselves: What would happen if one of these icons, for whatever reason, found herself immersed in the universe of bikers and rock music? What kind of clothes would she wear? We have played on this contrast since the beginning. Each of our collections introduce new pieces to round out this woman’s ideal wardrobe.
In your Fall-Winter collection, your interpretation of rock-chic style is very sensual and feminine. Is this a reflection of your Italian sensibility?
Exactly. I studied art history at University, and have always been fascinated by the important cultural contributions made by my country. The splendid architectural and sculptural forms that surround us in Italy inspired the pure, minimal lines of our ready-to-wear collection. Art is part of our heritage, as are the artisanal traditions associated with it. The bikes we produce are a good example. The same attention is paid to our clothes, which are made entirely in Italy. This is also a way for us to ensure that all of our pieces are ethically produced.
You have designed an entire wardrobe, from trousers to dresses. This winter, your pieces feature details like macramé and delicate embroidery.
The macramé patterns combine flowers and thorns. For us, this perfectly represents the Redemption philosophy: the capacity to find beauty even in life’s difficulties; to find joy even in a hostile environment. This theme is very important to us.