What does it take to bring a fashion brand to life? The Style Moments explores the founders who have taken their passion and ideas and made them a reality. Beauty Life Moments speaks with – Vitalina Ghinzelli, founder and creator of her luxury millinery label. It is a beautiful hat moment.

BEHIND THE LABEL

BLM: Vitalina you are of Italian heritage and grew up in the town of Antônio Prado in Southern Brazil. From an early age you say you were drawn to crafts and creativity, and where a needle and thread were fine friends as a child. Tell us a little bit about what led you on your creative journey.

VG:  I have always had a deep love for crafts, horses, and fashion, but life led me down a more ‘secure’ path for a while. It was not until I realised that true happiness comes from following your heart that I made a change. Embracing my passions allowed me to reconnect with the joy of creating and express myself authentically. Now, I’m focused on blending my interests in crafts and fashion, and it feels incredibly fulfilling to pursue what I truly love.

CRAFTING YOUR STORY

BLM: How did you begin to reveal your brand story and millinery business?

VG: I took classes with two renowned milliners, one in the south of France and the other in London. Each experience enriched my understanding of the craft and exposed me to different techniques and design philosophies.

In France, I immersed myself in the elegance and artistry of free form hats, learning about the delicate balance of form and function. There sparked my creativity, inspiring me to incorporate a sense of whimsy into my designs.

Then, in London, I delved into traditional techniques and styles that I love. The dynamic atmosphere pushed me to think creatively and experimenting it with innovative materials and styles.

These classes not only honed my skills but also solidified my vision for my own brand, blending the classic and contemporary influences I have encountered. Each lesson added depth to my craft and helped shape my unique approach to millinery.

THE DESIGN PROCESS

BLM: About creating millinery. What are the key elements and design process you look to when crafting a piece?

VG: Everywhere I go, I cannot help but envision hats in everything I see. Whether it is a vibrant flower, an architectural detail, or even a colour palette in nature, I constantly imagine how I could translate those elements into a unique hat design. It is like seeing the world through a milliner’s lens, where every detail inspires a new creation. This imaginative approach fuels my creativity, allowing me to bring fresh ideas to life in my work. I also draw inspiration from the royals, especially the late Princess Diana and Kate Middleton. Their elegant styles and the way they accessorized with hats have always fascinated me. I love how each piece they wore told a story and added to their overall looks, and that inspires me to infuse a sense of sophistication and timelessness into my own creations.

BLM: You brand philosophy is that you ‘believe that a person’s true confidence begins with a perfect accessory.’ Can you expand on this?

VG: An accessory is a way to express your individuality and style, and it can enhance how you feel about yourself. When you wear something that resonates with you, something that reflects your personality and creativity, it naturally boosts your self-esteem and presence. A hat is such a visible accessory; it draws attention and can transform an outfit. It invites compliments and sparks conversations, making you feel more empowered. However, the real magic lies in how that accessory complements your inner confidence, encouraging you to embrace who you are. It is about feeling good in your own skin, and a well-chosen piece can be a wonderful catalyst for that journey.

THE HAT MAKING

BLM: There has been a return to the art of millinery. How are you approaching telling your story?

VG: With the resurgence of interest in millinery, I am excited to share my story by focusing on my unique design aesthetic and the personal journey that led me to this craft. I look for quality materials that elevate each piece, ensuring they reflect sophistication. I aim to connect with people through social media, sharing insights into my creative process and the inspiration behind each design.

BLM: The mid-century, especially the golden era of the 1950’s, was the era of beautiful hats and an everyday accessory for women. What would you say to women about incorporating hats as an accessory and making them not just for a special occasion?

VG: I believe hats can be a wonderful everyday accessory that adds a touch of elegance and personality to any outfit. The mid-century era highlighted how hats were an integral part of women’s fashion, and I encourage women today to embrace that spirit.

Incorporating hats into your daily wardrobe can elevate even the simplest looks, whether you’re heading to work, running errands, or meeting friends. They not only express your style and enhance your confidence but also serve practical purposes: they keep your head warm in the winter and protect you from the sun in the summer. With so many styles to choose from, wide-brimmed hats, chic fedoras, or playful fascinators there is a perfect hat for every occasion. So, don’t wait for a special event; wear your hats boldly and enjoy the artistry, functionality and confidence they bring to your everyday life!

BUILDING A BRAND

BLM: Building a brand from scratch can be quite a mission. What were the biggest challenges you faced along the way and how did you navigate them? 

VG: Building a brand from scratch has been a challenging mission. One of the biggest hurdles has been navigating the learning curve of the industry, from understanding the technical aspects of millinery to developing a cohesive brand identity.

However, I have learned that perseverance, endurance, and a strong belief in what I love doing are essential to overcoming these challenges. There were times when I faced setbacks, but reminding myself of my passion and the joy that comes from creating kept me motivated. Surrounding myself with supportive friends and fellow creatives also provided encouragement and valuable insights.

It’s the love for my craft that drives me to keep going, and I’m excited to see where this journey takes me!

INSPIRED BY HERITAGE

BLM: Past or present creatives who inspires you in your work?

VG: Historical figures like Coco Chanel and Elsa Schiaparelli have always fascinated me with their innovative approaches to fashion and accessories. Their ability to blend artistry with wearable design continues to influence my work.

In the present, I admire milliners like Philip Treacy and Stephen Jones, who push the boundaries of traditional hat-making while maintaining a sense of elegance and sophistication. Their creativity inspires me to explore innovative ideas and techniques in my own designs. I also find inspiration in artists from various disciplines—painters, sculptors, and even filmmakers—who evoke emotion and storytelling through their work. Each of these creatives fuels my passion and encourages me to think outside the box in my own craft.

THE HAT LOVERS

BLM: Who do you see as your customers?

VG: I see my customers as those who resonate with the elegance of modern royals, as an example, Catherine, Princess of Wales, as well as individuals who value quality craftsmanship and appreciate artistry in every piece they wear. They are people who understand the significance of supporting small businesses and seek unique, handcrafted items that reflect their personal style. This appreciation for individuality and dedication to quality creates a meaningful connection with my brand and the designs I create.

BLM: As the designer do you have any of your own favourite pieces?

VG: I love all my creations, but I have a special affection for wearable art pieces like the violins, it is such a unique expression of artistry. And the classic pillbox hats, its style offers timeless elegance. Each piece resonates with my passion for millinery in unusual ways!

A WORKING DAY

BLM: What does a typical day look like for you?

VG: A typical day for me is quite varied. While I have other activities to manage, I always set aside time to spend in my studio, where I immerse myself in the creative process of millinery. I also cherish my time with family, especially my three little nieces, Isabella, Julia, and Giovanna, who bring so much joy and inspiration into my life.

Travel is another passion of mine; I love exploring new and remote places, always on the lookout for fresh ideas and experiences that can influence my designs. Balancing these activities keeps my days dynamic and fulfilling, fuelling my creativity both in my work and personal life.

THE BEAUTY MOMENTS

BLM: For your own personal beauty moment. Your favourite fragrance; skincare product; and lip colour?

VG: For my personal beauty moment, I am currently in love with Santal 33 fragrance; it has such a captivating, fresh scent. As for skincare, I tend to switch it up often since my skin gets used to products quite quickly, so I have a few Favorites at the moment, Mario Badescu Facial Spray it’s a must, Cetaphil Gentle Face Cleanser, and Chanel Hydra Beauty Micro Crème.

. And when it comes to lip colour, I usually opt for light shades, especially light pink, as they add a fresh and subtle touch to my look.

ON THE HORIZON

BLM: On the horizon what do you see as your next key brand moments?

VG: First, I am eager to expand my collection with new designs that reflect current trends while staying true to my artistic vision. I am also working on a dress collection that I would love to see come to life, though it is still in the very early stages.

Additionally, I am focused on enhancing my online presence to reach a broader audience who values quality craftsmanship and artistry. Each of these moments will help shape the future of my brand and deepen my connection with my customers.

BLM: If you could offer one piece of advice to someone wanting to start a career in fashion, what would that be?

VG: Whatever kind of art or discipline you are pursuing – you must absolutely love what you do. Otherwise, you simply will not last through the downsides. And in the end, what is the point? Genuine passion can feed the resilience you will need to stay motivated during tough times. When challenges arise, this is what will keep you going, give you the determination to seek solutions and producing great creations. Embrace your passion, and it will help you navigate the journey ahead!  

A Hat Moment – With Vitalina Ghinzelli is a brief insight into her beautiful work. Explore more of Vitalina’s artistry by visiting the website. Or visit at Instagram to stay connected. Images of Vitalina are by Daria Kielek.

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