The Heart Behind Edith Andrea: Our Core Values

When I launched Edith Andrea in 2023, right after the whirlwind of the pandemic, comfort became something deeply personal to me. Those nearly three years spent mostly at home, wrapped in cozy sportswear and pajamas, revealed a powerful truth: fashion should authentically reflect who we are and never sacrifice our comfort.

I've always been naturally formal and straightforward, often choosing styles that aligned with that identity. However, traditional formal clothing often felt constricting and uncomfortable. As the world reopened and meetings resumed, the thought of returning to uncomfortable clothes was unbearable. I searched tirelessly for clothing that seamlessly blended elegance and ease, and when I couldn’t find it, I knew I had to create it myself.

Initially, my vision for Edith Andrea was primarily about environmental awareness. But as I delved deeper into the realities of fast fashion and its damaging impact, I realized that simply being eco-friendly wasn't enough. True sustainability needed to be the heart of every action we took, leading to a profound evolution of our core values.

Here's what truly matters to us at Edith Andrea:

It’s not a choice, it’s our duty. At Edith Andrea, sustainability informs every decision we make. We meticulously select natural, recycled, and biodegradable materials, uphold ethical sourcing practices, and continuously strive for eco-friendly innovation. Protecting our planet isn't just a responsibility; it’s our passion.

Born from my own struggles to find stylish yet comfortable clothing, comfort quickly became central to the heart of Edith Andrea. Comfort, to us, is more than just softness, it’s about feeling empowered, secure, and effortlessly confident. Each fabric is personally tested and chosen with care, always asking ourselves, "Does this feel amazing? Will it make someone feel wonderful?" Our designs aim to embrace and celebrate every individual, ensuring you always feel beautifully at ease.

I’ve never chased after fleeting trends. Instead, my mission is to craft pieces that remain effortlessly elegant, timeless, and cherished for years. Edith Andrea’s collections feature classic designs with clean lines and thoughtful details, crafted to stay fresh and relevant, season after season. True elegance, to us, isn’t just how you look, it’s how you feel inside.

Should inspire you to express your true self with confidence. At Edith Andrea, we cherish partnerships and collaborations rooted deeply in empowerment and authenticity. Every relationship we foster, through events, projects, or everyday interactions, reflects our commitment to genuine, meaningful connections that celebrate individuality.

I deeply believe that success isn't possible without the incredible people who support the brand every day. Even though Edith Andrea carries my name, the brand’s success belongs to our team. I openly credit every person involved, from photographers to stylists and models, even if they're compensated. It's essential for me that the world sees and appreciates the team behind the scenes because their growth and success matter just as much as mine.

These core values aren't merely words, they represent the very essence of Edith Andrea. Every creation carries these heartfelt principles, making our fashion meaningful, thoughtful, and genuinely beautiful, both inside and out.

With love and gratitude,

Edith Andrea