Florania is a ready-to-wear independent clothing brand, genderless and no season, which proposes a project of total look garments, made and designed in a sustainable way, hand-made between Milan (design headquarters) and Mantova (production laboratory).

The brand is founded in 2021 by Flora Rabitti, designer and illustrator born in 1992 in Mantua.

The brand is now constituted by 5 people and 3 external collaborators:

Flora Rabitti (owner, creative and design director), Fabio D’Onofrio (art director, styling director, muse), Gloria Costani (partner, production manager), Matilde Pelizzoni (pattern maker), Miriam Acocella (pattern maker and designer), Joy Sant’Agostino (graphic designer), Yana Kharytesku (knitwear designer).


Florania was born from Flora Rabitti’s necessity to find a place that represented her creatively and professionally.

It all started from an upcycled collection to which she then added prints and different finishings building a very specific aesthetic that Rabitti now defines as Solar Punk.

“Our community echos punk culture’s energy and spirit of rebellion; yet, it’s optimist towards the future and builds on creativity rather than destruction” Rabitti says.

Florania touches matters of inclusivity and sustainability at a level of authenticity that is fresh as the young talents that constitute the collective. Florania’s collections are now 100% sustainable: upcycling meets bio and natural fabrics (made from hemp, bamboo and seaweed).

“I believe there has been a big trend turnaround between the necessities and interests of old generations of fashion people and the new ones: climatic and social urgencies shaped our taste and consequently, defined what we want to surround ourselves with” she says.


Flora Rabitti comes from an international background — from IED Institute in Milan, to Central Saint Martins in London and Paris’ Institut Français de la Couture — and has worked two years as a designer for Miu Miu.
Despite this, Atelier Florania’s motto is “look nearby”.

This stands for Rabitti’s willingness to take up the baton of the textile and artisanal Italian traditions that are so dear to our culture.

Prints and tailoring materials are all sourced nationally from sustainable realities but the majority of her work is based on research of vintage pieces to rework and enhance. The collective molds their garments starting from the materials that surround them and not vice versa. We’re moved by ethical purposes that therefore give form to our aesthetic.
Rabitti believes in an imminent shift in generations towards one that is able to bring forward authentic values in a fashion system that often has few. Soon, competition and consumption will be replaced by collaboration and care as fashion’s watchwords.
“We’re tired of a depersonalised fashion — cold and consumeristic — that sets unreachable standards. We want to prove there are alternatives in turmoil opposed to those glossy fashion realities”


Collection 3 – SS23

“Rien ne se perd (nothing is lost)” is the incipit of the famous maxim attributed to Lavoisier with which the French chemist explained the general meaning of his law of conservation of mass.


Matter, in other words, is neither created nor destroyed.


Some key ideas for modernity had sprung from this fundamental principle, which would have led to the definition of the theory of relativity, to the identification of a substantial equivalence between mass and energy and therefore to the belief, told by scientists, artists, philosophers, of a always living matter, always present, and of a world in continuous transformation.

A field of investigation and experimentation that in our time also finds a significant declination in terms of reflection around the impact of human action on natural balances (from the availability of resources to climatic changes).

The project of Florania’s SS23 collection is developed in an articulated framework that enhances the Alchemic imaginary, evoking Middle Age horrific or alchemic figures, inspired by Lenora Carrington’s work, to Japanese Yokai monsters, quoting Yoshitaka Amano and Belladonna of Sadness animation movie from the 70s.

The collection aims also to highlight the strong bond that has always linked artists to the chemistry of the elements and the transformations of matter, for example, by participating to the conversation about the non-recyclable textile industry by using upcycling techniques and manipulation of discarded goods.

The research collects works from different periods: from dada and surrealist creations by Leonora Carrington, to the compositions of some artists related to the poetics of Arte Povera, like Alghiero Boetti, to the magical and alchemical transformations of Bosch’s works, to finally end in the Japanese hallucinatory imaginary of Amano’s or Belladonna of Sadness’ ghostly figures.


These references are translated into the project in the use of craft techniques such as patchwork of scraps of fabrics and prints and reuse of waste textile materials, such as blankets and curtains.

The wardrobe of an alchemist, with prints of symbols and animals that represent the cyclical nature of life with the duality of good and evil and handcrafted garments made from waste materials, all areas of interests meaningful to Florania and today much present in our imaginary.

Designer profile:
Flora Rabitti is a fashion designer and illustrator born in 1992 in Mantua. DAs a designer, after graduating at IED Moda Milano, she brings forward her studies in European fashion schools, including Central Saint Martins London, Institut Français de la Couture Paris and private sartorial ateliers like Tecnosartoria Rimini. In 2014 she’s a finalist of the Swiss Cross Textile Award and winner of the Fur Futures London Award. Also in 2014 she began her career, first in more consolidated companies such as Prada or Alberta Ferretti and later in more independent realities such as Vitelli in 2019.


In 2021 she founds her brand Florania, a ready-to-wear independent clothing brand, genderless and no season, which proposes a project of total look garments, made and designed in a sustainable way, hand-made in Milan.
With Florania, Rabitti partecipate as a guest to Swahili Fashion Week in Zanzibar thanks to the Italian Embassy in Tanzania. Florania is also rated on Sustainable Brand Platform, a portal of sustainability valuations of brands and industries, supported by the United Nations. Between Florania’s collaboration are: Napapjiri, Italian Embassy in Tanzania, Horto Restaurant of Chef Norbert Niedlerkofler, iCompany (Sony group), Foodfellas, Clinica Botanica, artists Matilde Solbiati and Matteo Messori.


As an illustrator, Flora Rabitti publishes a book of poetry and illustration with Jagjit Rai Mehta, called ‘Venho de lodge’, translated in Italian and in Portoguese, and she collaborates with Città del Sole Mantova for creating illustrations as merchandise and with Zero Milano for publishing artworks.
She then works on the graphic image of Masseria Kore (Thinking Traveler) for the merchandise and the website launch.
Flora Rabitti’s work experiences includes Miu Miu (Prada group), Alberta Ferretti (Aeffe group), Ied Milano.
Rabitti is located in Milano and active for her brand Florania and for external consultancies both in design and illustration.