Meet Elisa Scrocchi, the Designer Behind 4uattro

After a decade of working in fashion, Elisa Scrocchi decided to establish her own brand in 2012. 4uattro is known for its meticulous tailoring and sophisticated styles. The brand does not compromise when it comes to the quality of the materials, and the elegant styles can last through years and years to come.

3oud.com interviews Elisa as she talks passionately about her Milanese brand and the future she envisions for 4uattro.

1. In your opinion, who is the 4uattro woman?

The 4uattro woman is a contemporary, educated, self-aware woman who knows how to make choices. She is sophisticated and personality-driven, who loves to dress up and feel comfortable in different moments of the day, whether it's work or leisure.

2. How do you think 4uattro will relate to Middle Eastern women?

I believe that the Milanese and European imprint of the brand, rich in unique and sophisticated details, can be an interesting alternative to the more standardized luxury brands already present in the Gulf. This also applies to pricing. When considering distribution in the Middle East, we will create a special capsule collection that takes into consideration the needs and traditions of local women, while staying true to the spirit and intrinsic characteristics of the brand.

3. How do you combine sustainability and elegance of your Milanese brand?

Thank you for this question, which I hold in high regard. Long before sustainability became a hot topic, 4uattro always had an anti-mainstream approach, creating collections designed to last beyond trends, focusing on quality and research. We use 100% pure Italian materials, meticulous packaging and finishes, and make no compromises when it comes to the product's quality. To develop the themes of our collections, I personally enjoy seeking out and collaborating with small, highly skilled artisans who pass down their expertise from generation to generation. These craftsmen are the true pillars of our tradition and the authentic "Made in Italy" that the world envies. For all these reasons, I'm proud to say that 4uattro's fashion can be defined as sustainable, slow fashion, and 100% genuinely made in Italy. These are deep-rooted concepts and have always been the basis of 4uattro's philosophy.

4. Describe the ideal wardrobe that can take someone through different seasons. How many key pieces does everyone need and what are they?

4uattro collections have always been inspired by the creation of an ideal wardrobe that evolves over time and can be enriched with new pieces that seamlessly integrate with the existing ones. This is because there is a common thread, a fundamental philosophy, a sensibility that runs through the years and makes the collections truly complementary to each other. This concept, I believe, is quite innovative and once again goes against the mainstream fashion that must be devoured and immediately replaced by the incessant multiplication of pre-collections, cruises, and capsules within the same season, all within a very narrow timeframe. However, this doesn't mean losing sight of contemporary style but rather interpreting it consistently over the years, allowing customers to renew their wardrobe

without necessarily discarding the garments of the previous collection. This approach is highly appreciated. Therefore, I cannot claim that there are specific "key pieces" because they are all equally important due to the versatility of their use. Personally, I can say that I could never do without a well-tailored jacket and a pair of flared pants, preferably complemented by a silk blouse.

5. When working on a new collection, what is your design process like?

It all starts with inspiration, based on which I select themes to explore. Then, I move on to choosing fabrics and, most importantly, colors. I'm always fascinated by the infinite possibilities of selecting hues and nuances that harmoniously blend together. 4uattro collections are often colorful, with unconventional combinations. Only after that, I delve into the detailed designs, focusing on pattern making and fit with great care.

6. As a designer, what is the thing that you are most proud of when people compliment your brand?

Customers often write to me expressing their satisfaction with the quality and fit of the products, how they last over the years without going out of style, and how they enjoy pulling out pieces from previous years and wearing them with pleasure. This confirms that I am on the right track, and it makes me proud.

7. What were the challenges you faced at the beginning of your career?

My professional career in the fashion industry is quite unconventional. I have a degree in Political Science, with a focus on international politics. I initially thought of pursuing a career in journalism, but things didn't turn out that way. After a five-year experience in advertising, I met people with great experience who introduced me to the world of fashion, and that's when I finally realized that I was in the right place. After about seven years, I was able to establish my own brand and start my business, personally taking care of the management side as well. I have had to face many challenges because it mainly involves running a business, which requires great attention.

8. Where do you see your brand in 5 years? What would you like to accomplish?

I believe the time is ripe for the international distribution of the brand. After the established success of the Milan boutique and the launch of our online presence, the next challenge is to be present in various markets. In this regard, I am currently evaluating several offers, including in the Gulf. I hope they will be successful.