The Editorial
by Andrea Batilla
Decorativism, the artistic expression created through the use of visible signs on surfaces, has threaded through the twentieth century like a glitch in the system, an error modernism, rationalism, and minimalism have tried to eliminate or minimize. But the habit of recognizing objects through their surfaces remains strong, even if often removed from an academic theory that is considering it superficial by its very nature. Sodai’s world is culturally aligned with decorativism and instead of toning it down, the brand highlights it, filling it with historical references, memories, life fragrances and emotional depth.
Inspired by the work of italian design geniuses who embed deep, sometimes disturbing stories onto smooth surfaces, Sodai reinvents elements of bourgeois good taste with an irreverent, buñuelian, subtly nihilistic spirit, using the technique of artifice.
The environments Sodai delves into are elegant and sophisticated, yet strongly retro without any hint of nostalgia.
It is an intellectually complex endeavor that requires keen attention to the techniques used to bring objects to life and imbue them with value.
But it is also an unexpected act of love for the past, an inexhaustible source of inspiration, building bridges not for indiscriminate use but to relive the past, to once again experience its scents and flavors, to savor its depth.
Sodai is a grand collector of ideas, a laboratory where the excellence of craftsmanship meets the ever evolving landscape of technological innovation. It is a multi-material container that explores the chromatic complexities of surfaces and their origins, redefining the very concept of luxury and authentic desire.
Andrea Batilla
During his professional career Andrea Batilla has collaborated as a designer and textile researcher for some of the most important Made in Italy brands such as Romeo Gigli, Trussardi, Aspesi, Cerruti, Les Copains, Bottega Veneta.
For five years he has been director of the fashion school of the European Institute of Design in Milan, establishing a close relationship with Franca Sozzani, editor in chief of Vogue Italia. In that period he created the Piattaforma Sistema Formativo Moda, the first Italian association of fashion schools.
From 2009 to 2015 he was co-editor in chief of the biannual PIZZA magazine and of the online platform pizzadigitale.it. In 2017 he wrote the screenplay and followed the production of the documentary MARCELO BURLON – UNINVITED directed by Mattia Colombo, available on Amazon Prime.
In 2019 he wrote INSTANT MODA for the publisher Feltrinelli, a history of fashion from the French Revolution to today. He deals with strategic consultancy for luxury companies collaborating for international brands. He is investment consultant for Mayhoola Group.
He teaches research methodology at the Marangoni Institute in Milan and history of fashion at Accademia Costume e Moda. Recently the topic of sustainability in fashion has led him to build a large audience of followers on Instagram from whose profile he addresses the issues of circular economy, pollution and globalization in fashion.