Hers is a ‘slow-fashion‘ approach. As she realised when she started designing and selling her own collections in her workshop, her love for what she does is also nourished by the relationship with women: “I just love dressing them! When I see them coming out of the fitting room wearing a dress they like, I am delighted. I’ve always loved working with fabrics, but I had not considered this aspect before”.

Alongside the actual interaction in the shop, Marta recognises the importance of Instagram to promote her work: “It’s a very effective tool – which I didn’t expect, to be honest”. The pictures posted on this popular social network amplify the visibility of ético’s creations: “A girl came all the way from Tuscany to buy her wedding dress, as well as an Italian who lives in Haiti and got married in Milan. The Instagram account is precious for those who have a message to convey. Moreover, it allows me to be in contact with people from all over the world: I often ‘chat’ with a guy who lives in India and makes natural dyes – we share and discuss ideas. I live here in Ripe San Ginesio, but I need stimuli, windows open on other interesting things”.

Other windows – real shop windows, in this case – are those that Marta opens from time to time on a temporary basis in Milan, thanks to pop-up stores she shares with other artisans. “Telling about my collection face to face is not like showing it online: ètico is even more beautiful if a dress can be touched”.