Laura Fichera, a path out of the ordinary!
by Léa Amiel, 3 mars 2023, translated from French.
French article link: Sequins Magazine
Nurtured by her Italian origins and the values of craftsmanship and family, Laura Fichera has created her own world. Using her experience in haute couture and luxury and her mastery of embroidery, this ambitious young woman designed her own bespoke wedding dress workshop, where anything is possible.
Laura wants to move away from the traditional wedding dress to help brides imagine a totally unique and very personal gown. Paillettes magazine is delighted to take you on a journey into her vintage and romantic world with its sweet floral fragrance, which fits perfectly with the codes of the 1920s.
Can you tell us about your background?
I grew up with my parents and grandparents in my native Italy. My grandfather, who worked with wood, passed on to me the values of craftsmanship and awakened my senses by showing me the beautiful things we could make with our hands. So I studied at the Gaetano Chierici art high school, the first two years were quite general and then from the third year you had to choose a field. I had a passion for fashion, so I specialized in that area for the last three years. For my higher studies, I entered a fashion school in Milan, NABA - Nuova Accademia di Belle Arti.
The end of my studies was very revealing for me, because I realized that the industrial aspect of fashion did not match me and that I did not want to be assigned to a single task. I dreamed of something much more creative.
It was during my thesis that I discovered my passion for embroidery. I wanted to include a lot of embroidery in the 4 dresses of my collection, so I did an internship in Pino Grasso's atelier - who makes creations for Versace, Dolce & Gabbana, etc. - They put me directly in front of an embroidery loom and taught me the know-how of Lunéville crochet embroidery. At first, being used to being a fashion designer and a seamstress, I had no notion of embroidery, then, little by little, I started to make quite precise embroideries. I really understood what my calling was when the embroiderers who had been doing this work for years told me that I was in fact the best in the workshop and that I could safely work alongside them.
What happened to her after graduation?
After graduation, I moved to Paris to do 8 months at the Lesage school. This allowed me to confirm my aptitude for embroidery and, dreaming of high fashion, I very quickly got an internship at Alexis Mabille. Unfortunately, this experience did not live up to my expectations. The working conditions were not what I imagined and the atmosphere was difficult for me. I therefore chose to discontinue this training course and turn to an independent embroidery workshop, Studio Ekceli. Meeting designer Marie Berthouloux was very revealing for me, because it allowed me to realize that I could make a living from my creations and that it was in this environment that I wanted to stay-she made it possible. I started as an intern, and then we applied for the BDMMA (Ateliers de Paris) Knowledge Transmission Award: this is an award that allows young adults to be totally immersed in an atelier for a year and to realize their professional projects thanks to the artist's advice.
This beautiful collaboration allowed Laura to develop her life project for a year and launch her entrepreneurial venture in 2022.
You have created your own bespoke wedding dress workshop, can you tell us about it?
I have always had this vocation to create unique things and wedding culture, for me, this is one of the most important dresses in a woman's life. Before I started I was very scared because I could not imagine designing one of these beautiful dresses, but it all started when a friend in Italy asked me to make her wedding dress. Her request was very special because she did not want a "conventional" dress: her choice was between a denim dress and a pink 1950s style dress. I designed both, and she liked the 50s style much better. We chose the materials, type of embroidery, etc. together. I will always remember this first wedding dress, because it was through it that I started my business.
So I opened a bespoke wedding dress and accessories workshop. I started by designing a hundred accessories and creating my website, which I launched on November 22, 2022. I really wanted to give my customers the opportunity to imagine everything! So on my site, you can buy accessories, order custom ones based on my clients' tastes and desires, and I offer different formulas for designing custom-made wedding dresses.
I want to imagine unique and very special creations for brides-to-be, so that their dress will exceed their expectations.
How did you start your business?
First, I created my business, which is a very important step, then, before creating my website, I organized a photo shoot to have photos of my creations and that spoke of my world to add the website. The photos were taken by a photographer I have previously collaborated with, she shot my outfits for my thesis, who knows my world and whom I trust completely. I chose two models via instagram who totally embody the image of my creations and we did the shoot in the perfect location: an old house of a friend's family in the mountains of Italy. So I was able to start working on my website, which I made myself, thanks to Squarespace. It cost me about 500 euros and a lot of time to create the site in my own image. Opening a business is not easy; it requires a lot of personal investment and money. So I work in a glove store once a week and during certain times of the year, such as Christmas, and I work in embroidery studios.
How do you go about designing a custom-made wedding dress or accessory?
The most important thing for me is to get to know the person and/or the couple so that I can add elements to the design that speak about them and/or the person from the first meeting. For example, a client ordered a hat from me and I chose to include flowers in it because of her profession: florist.
So, I present the design(s) to her so we can validate the rest together, then I select the materials. As for the fabrics and materials, I buy them from second-hand stores and from the idle stocks of the luxury industry-these finds fully participate in my creative process and reinforce the idea of uniqueness of the pieces, because I cannot find the same fabrics over and over again. I validate each step of the process with the client and then we try them on.
You are very creative, can you express your art in this very conventional marriage environment?
It is true that people place many limits on their creativity when, in fact, anything is possible!
Many times, even if you explain it to them, it is difficult to imagine the finished product, especially for those who do not necessarily have a creative mind. I would like to change the approach, so that clients can imagine creations that reflect their image, without thinking about conventions. My inspirations come directly from Italy, from flower gardens, from the 1920s, 1940s, 1950s, and especially from my family heritage. When I make creations that are not necessarily for a client, I think about what my grandmother, my muse, who had great taste, would wear today.
Because I am aware that it is difficult to imagine everything that is possible to make, I have made a hundred accessories and would like to participate in fairs to show my creations. My accessories remain "simple" so that they can fit everyone, but I still wanted to keep my style and inspirations to create very special things. I want my creations to be totally tailored to the end customer, so that at her wedding you can say "this is her dress, it was made for her."
What is the future of your craft workshop?
The next step would be to participate in wedding fairs to promote my creations and be able to speak directly with potential clients. I would also like to open my own workshop in person to have a space dedicated to my creations and receive clients.
I have contacted many wedding planners to create collaborations with them and offer my services to future brides by presenting my portfolio to them, and I have already received some responses. One Italian wedding planner did a photo shoot with some of my pieces in a beautiful snowy landscape. I am also starting a collaboration with a wedding blog to promote myself. I would also like some of my creations to be featured in boutiques, so I have started contacting some of them. It is all these actions that will allow me to get my name out there; it takes time, but it is necessary!
