Vision in Vintage: Anemonia

Eleonora Caruso & Linda Ludovisi: Anemonia is a project born from our deep friendship – we have been friends since the first day of high school and always spent time doing creative things together. We are from Italy, where markets are incredible. At first, visiting them was simply a way for us to spend time together. Later, we began to see clothes as elements coming from our personal worlds – pieces that felt lost and waiting to be found again. And that’s when we began putting more attention into building these worlds and sharing them with others through our curated selection, our styling, and the visual stories we create. We wanted people to wear items that gave them a sense of belonging. The response was so warm and genuine that Anemonia naturally became a place for creating and sharing beauty. We decided to follow this connection and turn it into our full-time focus.
Berlin has a unique atmosphere in our opinion. It can be both calm and intense. In the calm, we find our rhythm and space for imagination; while being surrounded by a hybrid and inspiring creative

community – we love that!

For us, vintage was first an ethical choice, then a creative one. We grew up during the rise of fast fashion, when quality and individuality quickly faded. Overconsumption became normal. Since when we were young, we wanted to refuse all this and find an alternative. And once you go vintage, you can’t really go back. There are pieces that are truly stunning, and it still surprises us how many of them remain hidden. Our first love was probably for the materials: soft silks, fine wools, leathers. But also for the small details that give each piece its character. We’d never seen such variety and craftsmanship before discovering vintage fashion. And we must say that Italy is a real master in this. Vintage lets you express yourself in a way that feels both ethical and creative. You connect with what you wear by choosing pieces that feel good and can really last forever.

We chose it for that exact reason, for its soft, fluid essence. The meaning came later, naturally, through what we created. Sometimes it feels like you’re expected to find a clear meaning or message right away, but with Anemonia, it was different. We didn’t want to force a concept; the name simply came from a feeling that we wanted to pursue even without understanding it completely. Choosing the name for its pure sense of beauty set our direction and defined what we want Anemonia to be: something rooted in beauty, emotion, and free, unfiltered expression.

If you look closely at Anemonia, you can see it comes from a mix of different elements; sometimes contrasting, yet all part of the same world. We blend fitted, flattering designs with volume and oversized shapes, feminine and girly with playful, childlike elements, and softness with boldness. It’s really a reflection of our two personalities coming together.

We’re always curious about trends. We follow our own rhythm, but we like to play with them. We believe they reflect our times and often carry stories worth observing. We pay attention to them but never follow them blindly. We reinterpret what speaks to us through our own lens. Our process is guided by intuition, by our connection to clothes, our values, and our focus on quality and uniqueness – that’s essential to us. Since opening our showroom and meeting people in person, we’ve focused more and more on creating a selection that helps them find what they want. And we love to remind people that lots of things they’re looking for in fashion already exist in the world of vintage.

We don’t have specific personalities in mind, but we are deeply inspired by the different kinds of beauty people find in our project. It’s helped us understand it better and inspires us to keep going. It’s truly heartwarming to see people resonate with what we do and nourish our creativity.

Anemonia aesthetic is delicate and powerful to me. It’s subtle but carries a deep emotional element. The light and the colours are the trace of our way of feeling, it’s our filter to reality. As well as the cute and bizarre elements that enter it.

We have many steps that an item should pass to be part of our selection; we spend a lot of time choosing what feels right. Quality is where it all starts: we’re drawn to beautiful, long-lasting materials like fine wools, silks, and other natural fabrics that make you feel your best. We care deeply about how clothes feel on the skin. Design is essential, even the simplest piece needs something unique: a texture, a tone, or a detail that tells a story. Everything we choose is made with intention and care. Fit matters too – flattering, comfortable, and versatile pieces that you can wear in many ways over time. Alongside our vintage finds, we also feature handmade garments by independent creatives, crafted from pre-existing materials – sustainably, and always with heart.

Working with a close friend can be both beautiful and challenging. We’re very different. We see things from different angles, move at different rhythms, and follow our own creative paths. But our friendship and personal relationship have always been a priority. Caring for each other and supporting one another’s well-being has been key to developing a shared language and an effective way of communicating. We worked hard on it. We have deep respect and trust for each other, and over time we’ve learned to give each other space and balance that with open conversations. With such a deep understanding comes the chance to create real beauty together.