Andrea Ferolla and Daria Reina – Everlasting Model

Chez Dede is a beautiful little multibrand store in Rome. It sells clothes and accessories, books and furnishings, together with some acquainted manufacturers corresponding to P. Le Moult and Camoshita.

Nevertheless, for me probably the most beautiful factor in regards to the retailer once we visited was the 2 founders, Andrea Ferolla and Daria Reina. 

That’s Daria above, posing for a portrait outdoors the shop. It was excruciatingly scorching that day however she was cool and stylish in an ideal shirt gown, slim black sandals and black leather-based jewelry. 

Daria was born in Rome, however grew up in Belgium. “I believe I admire Rome in a means the Romans generally don’t,” she informed us. “I see the attraction of the town, for instance how walkable all the things is regardless of its measurement – or the sweetness throughout us. Romans generally take all that with no consideration.”

Andea, her husband, is a widely known illustrator. He’s illustrated for Kate Spade, in addition to that includes in galleries in London.

Andrea has a research at the back of the shop that’s an absolute treasure trove, full of books and artwork, paintbrushes and works in progress. 

There’s additionally, slightly charmingly, an outdated {photograph} of Daria propped up towards his iMac. 

Slightly like seeing a designer’s moodboard, sitting in Andrea’s research makes you perceive the aesthetics of the remainder of the store. 

For instance, his watercolours are used because the designs for the silk scarves and handkerchiefs. These are digitally printed however properly hand-sewn, and I notably appreciated one caricaturing the waiters at Pier-Luigi, the restaurant on the finish of their street. 

Others present style sketches and photos impressed by the historical past of artists, such because the funeral of Matisse. Originals are supplied on the market on the Dede web site

Andrea’s research additionally serves to disclose a few of the couple’s influences, corresponding to outdated way of life promoting and pictures. 

This drives the design of the merchandise, with baggage adorned with slogans or names of accommodations for instance. That is maybe much less my type, nevertheless it’s all a part of that aesthetic. 

As a part of this Daria and Andrea additionally do branding and consultancy work for accommodations, and so they’ve printed their very own ebook on the fantastic thing about Italy, Italian Stylish, with Assouline. 

The road – By way of di Monserrato – is gorgeous for those who’re visiting Rome, in direction of the north of the nice Regola district. But it surely hasn’t at all times been that means. 

“This space was once fairly unknown,” says Daria. “Individuals knew the restaurant Pier Luigi, however that was about it.

“We appreciated it although, and since we opened [in 2011] Gerardo and Margarita have arrange down the street [Giuliva Heritage] and a pleasant jeweller and little wine bar have opened too.

“In Rome you need to take care of little areas like this, in any other case they will get run down fairly simply,” she provides. “Romans are straightforward going – they really feel they’ve seen all of it earlier than, given their lengthy historical past, and also you noticed that with Covid: the town appeared to endure lower than someplace like Milan. 

“However that additionally means the town has its issues. Residents need to do their bit and enhance issues wherever they will.”

Among the many merchandise on provide at Dede, I’d advocate the Camoshita purchase, in addition to the classic objects and jewelry. The murano-glass trays are good too. 

Pop in largely for the folks although – for Andrea and Daria, store supervisor Isabelle and others. Ask their recommendation on the merchandise in addition to on Rome as an entire. 

Even the backyard out the again of the store is price a glance. That’s it pictured beneath, together with a slightly trendy resident within the constructing behind, and her son who runs it.

By way of di Monserrato, 35, Rome

Pictures: Milad Abedi

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