The Importance of Grey, because GRAY MATTERS

When fashion meets architecture somethings unusual happens. In Silvia Avanzi’s case, Gray Matters happened. The famous shoes’ brand made for businesswomen that conquered Manhattan, is taking all over the world. The key to Avanzi’s success? Creating shoes that are avant-garde and minimal at the same time. Easy to wear, easy to style, easy to fall for, Gray Matters is all about the perfection of pure lines (taken from the architecture’s world) mixed with a touch of New York’s energy. 

In conversation with L’Officiel, the designer and creative director of the brand tells the behind the scenes of Gray Matters

1. Where did you get the idea for Gray Matters?

We wanted to offer women an alternative to sneakers on one end and high heels on the other. Mid-height shoes with a contemporary look for all-day wear. Gray Matters stands for versatile and sophisticated, something neutral/muted as in the colour grey. 

2. What roadblocks did you run into while getting Gray Matters off the ground? 

We have been lucky as the brand has been received very well from the outset. I would say that the most challenging aspect is managing our manufacturing overseas in Italy due to the time difference and the occasional in-person meetings that are required.

3. Where do you go for inspiration? 

Architecture for shapes, art for colour and photography for mood and concept direction

4. How would you describe the aesthetic identity of Gray Matters? 

“Quirky Sophistication for women with character”: elegance with an unexpected touch, charming versatility.

5. Can you tell us more about who your customers are?  Who is the ideal Gray Matters ambassador? 

Our fans are women with an eye for detail who understand quality and want to make a subtle statement while wearing one-of-a-kind items. They are in the know where independent brands are concerned and enjoy finding hidden gems as opposed to only wearing popular designer labels

6. How do you want people to feel when they wear the brand? 

Confident and at ease with their styling choices. Comfortable (a given), in the know.

7. What are your favourite pieces from the collections? 

Hard to choose! Besides our best sellers Mildred and Micol, the Emma Loafers that we just launched as part of FW21 are a favourite:  their modern silhouette speaks to different lifestyles and generations.

8. Gray Matters shoes could be the perfect city companion. Can you offer some inspiration re how to wear them? 

I very much agree! The versatility of our pumps for instance means that they can be dressed up or down easily matching them with trousers, skirts or dresses alike

9. What is your greatest accomplishment in terms of the business? 

Developing a visually compelling and user-friendly online store that our customers love

10. How do your heritage (Italy) and your current city, New York, influence your brand? 

I grew up surrounded by the masterpieces of Italian design by Gio Ponti, Achille Castiglioni, Ettore Sottsass. I am inspired by the clean lines and colour palettes of Italian mid-century industrial design rather than fashion. Italy is about being exposed to constant beauty.

I have been in New York for over ten years now and it is definitely the most hectic of the cities I have ever lived in! Opportunities are always around the corner and we live with a constant FOMO that can be very tiring but pushes us to look for insights about what women need today.  New York is about speed and interpreting future trends

11. Why is important to you that your shoes are Made in Italy, why did you make this choice? 

In Italy, the artisanal and passionate approach to shoemaking is incomparable. Even more so in the Brenta region near Venice, where the most successful designer labels have their dedicated shoe manufacturing facilities. 

12. How do you see the future of fashion after the difficulties of last year? 

We believe in a future with a slower approach to collections and newness and an increasing appreciation of quality and details

13. Any future plans for Gray Matters you would like to share?

We will be shortly launching an exciting project related to customization. Still top secret, stay tuned!

The new Gray Matters FW21 collection is available now from www.graymattersnyc.com