Her & I The Label is a shared dream between a mother and daughter, woven together by creativity, heritage and a deep personal bond. We sat down with the duo to talk about how the label began, what it’s really like working with family, and the journey of building a small fashion brand from the ground up.
For those discovering the brand for the first time, how would you describe Her & I The Label and the meaning behind the name?
Norma: Her & I is deeply personal to us. The name is literal: it’s her and I. Mother and daughter. Norma and Giorgia. Two women at different stages of life designing pieces we both genuinely want to wear. But it also carries a deeper meaning. To me, it represents the relationship a woman has with herself – her and I. The balance between individuality and connection, strength and softness, evolution and identity.
Giorgia: For me, the brand is about creating timeless pieces that feel effortless yet intentional. Garments that move between generations, wardrobes and seasons. It’s never about chasing trends, it’s about confidence, longevity and feeling completely at home in what you’re wearing.
Where did the idea to start a fashion label together first come from, and why did it feel like the right time?
Norma: I grew up surrounded by strong women; my grandmother ran a tailoring and alterations business. I saw how powerful well-made clothing could be and how it could transform how a woman felt about herself. Starting a label was always a quiet dream in my heart, but I never imagined I would one day build it alongside my daughter.
Giorgia: Fashion has always been part of our lives. I grew up watching my mum get dressed and she never dressed to blend in, she dressed to express. She experimented with silhouettes and styling and was never afraid to try something new. When we started talking about creating something together, it just felt natural. I brought a modern design perspective while Mum brought experience and craftsmanship knowledge, and the timing felt right to build something meaningful together.
What has it been like building a brand as a mother and daughter, both creatively and personally?
Norma: It has been one of the most rewarding experiences of my life. Working together has added a new dimension to our relationship. I don’t just see Giorgia as my daughter anymore but rather my creative partner and someone whose ideas and perspective I deeply respect.
Giorgia: It’s been really special. We challenge each other and talk through ideas constantly, which makes the work stronger. Of course, running a business together isn’t always easy, but those moments have actually strengthened our bond. At the end of the day we trust each other completely.
How do your different generations, perspectives and experiences shape the way you design and run the business?
Norma: I naturally look at longevity – how a garment fits, how it moves and how it will feel not just this season but years from now. I’m always thinking about timelessness and quality.
Giorgia: I tend to look at what’s emerging – aesthetic shifts, digital culture and how younger women are styling pieces today. That combination of perspectives allows us to create pieces that feel modern but never disposable.
How do you divide roles within the label, and how has that evolved as the brand has grown?
Norma: In the beginning we did absolutely everything ourselves from packing orders at the dining table, to sourcing fabrics, organising shoots and answering emails late at night. As the brand has grown, I’ve naturally taken on more of the storytelling, styling and operational side of the business.
Giorgia: My focus is more on creative direction and design development. But every major decision is still something we talk through together. Alignment is important when the brand carries both of our names.
What has been the biggest challenge you’ve faced building a small fashion label together?
Norma: Starting a business from the ground up is challenging in every way – financially, emotionally and logistically. Managing cash flow, production timelines and sourcing high-quality fabrics in smaller quantities all takes patience.
Giorgia: There’s also vulnerability that comes with creating something so personal. When you put your ideas out into the world there are moments of uncertainty and self-doubt. But we’ve always chosen integrity over speed and stayed true to the values that matter to us.
And what moment so far has felt the most rewarding or affirming?
Norma: For me, the most affirming moments are when women tell us how they feel wearing our pieces. Hearing someone say they feel confident or that a piece feels like them reminds me why we started.
Giorgia: Launching our first collection together was incredibly emotional. Holding the finished garments and knowing they began as simple conversations between us was a really special moment.
How does your personal relationship influence the way you approach design and storytelling through your collections?
Norma: Our relationship is really the heartbeat of the brand. I often think about women across different stages of life and how clothing can support confidence as bodies and identities evolve.
Giorgia: That’s where the idea of “your way, her way” comes from. We design pieces that can be styled differently depending on the person wearing them. Two perspectives, equal presence.
What values sit at the heart of Her & I The Label, and why were they non-negotiable for you both?
Norma: Quality, intentionality and longevity sit at the heart of everything we do. I’ve always believed in buying less and choosing well, and that philosophy guides the way we create.
Giorgia: For me it’s also about thoughtful production and respect for the process. This brand carries our name, so it has to reflect our integrity and the values we believe in.
Looking ahead, what’s next for the label and what do you hope women feel when they wear your pieces?
Norma: I would love to see the brand continue to grow thoughtfully, perhaps even creating physical spaces where women can experience the brand beyond the digital world.
Giorgia: More than anything, I hope women feel confident, effortless and seen when they wear our pieces. We want them to feel like themselves, not dressed as someone else.
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