The brand name TELA originates from the fabric weaving terminology, where TELA - in Italian - stands for a simple fabric construction, which though simple implies a texture. In the Italian language it is a feminine noun and femininity is also the brand mission: feminine and minimal at first sight, yet influenced by an accurate research.
A plain woven fabric, a TELA, is the same front and back: it has always the same aspect, it shows itself as it is and it makes you think of a genuine product, which originates from good taste rather than being thought – thru and conceptual. TELA in Italian refers to the painting canvas as well and as such, iaboutt is an expression of a mood, of a feeling, of an art
In the tailors’ jargon the term is used to mean the first prototype, by which you get a first impression of what the final garment may look like. The concept of TELA carries intrinsically an idea of versatility, being a material which can be, dyed, printed, washed, ripped, ironed … TELA is also equivalent to a new project, as a first concept to a book writer, as the white canvas could be for a painter. All this does not imply that the project is anonymous or generic, quite the opposite, it expresses its potentiality.
Currently based in Verona, she had been working into product merchandising of international brands such as Max Mara, Cerruti and Dolce&Gabbana. Max Mara and Cerruti, precisely, influenced her tailoring background. In 2009 she founded Tela aiming to express a contemporary look trough a constant balance between classic cuts and contemporary shapes, always with a clean and minimal approach.
Creative Director, Federica Mora, is the woman behind the brand Tela.