In our work, a brand’s identity is a profound narrative that develops and evolves alongside the brand itself. This has been the case with Anticamera, a project we have had the honor of following since its inception. The transformation of this entity (originally named Hanami) unfolded as a visual-conceptual journey shared with Memesi, a story of connection, craftsmanship, and sustainability.
Anticamera presents itself as a shared space suspended in time, where energy transforms into matter, and each artifact aims to open new pathways of reflection. The association weaves sustainable fashion, upcycling, and high-level craftsmanship together, aiming to foster meaningful collaborations among local textile operators and bring to life a truly sustainable fashion model. Its DNA blends unusual pairings and bold combinations, resulting in unique products and events. In Anticamera, every creation is a “poetic-functioning object,” crafted to evoke emotions and spark curiosity.
The new visual identity captures this spirit: the two hands chosen to represent it symbolize connection and discovery, a dance of fullness and emptiness that invites exploration of what is unfinished and ever-evolving. The Anticamera lettering itself is an imperfect groove, a mark that transforms with every glance, symbolizing the brand’s “open” aesthetic. Each line and curve tells its own story, embodying the beauty of incompleteness and continuous growth.
Our journey with Anticamera goes beyond shaping its image: the project has inspired us so deeply that, for 2025, we have chosen to support it with our Sinergie project, which has been part of our social responsibility pathway for the past two years.
We support Anticamera not only because it is a brand that shares our vision, but because it actively respects the environment, fosters virtuous collaborations, and offers a sustainable fashion model that transcends trends. We are thrilled to walk alongside Anticamera as we contribute to the local social and cultural fabric.
