Discreetly and bilaterally operating since early 2026, Seconda is a Paris-based Italian-supervised clothing line founded by Andrea Bertazzon and Marco Marino.
Under the charming parenting of its founders, and with its debut collection, Seconda’s store distribution has proven to be the ideal child whose presence sparks interest and catches anyone’s eye. A fortune for those buyers willing to disrupt their own portfolio of mature brands – usually visible on the store’s façade – with a fresh product which instantly captivates. In Seconda’s case, one could wonder from the brand list: who’s that young sweetheart warped by intrigue?
Through a dozen well-edited product categories on the online store, it’s rather easy to point out Seconda’s confident consumer as the one arriving on a terrace, balancing jersey ruffles as available on T’s and dresses, carelessly letting the soft vegetable leather weekender bag on the dusty floor. This wild personality is only possible when you prioritise your own comfort. Seconda’s wearer is far from mass influences or collective behaviours, guided instead by wardrobe instincts.
Notably, the Japanese store Fome held an event last August in Osaka. To welcome the first drop, the shop window displayed balloons in white, melon, and lemon, with Seconda’s tranquillity logo in black. Fome, meaning “Form” and “Home” embedded, was nurturing its guests-consumers with a story of celebration during the event, while the staff’s joy was already high with their new supplies. Diverting sales beyond the transaction itself, intelligent retail prefers selling J’s (jeans) and T’s (T-shirts) interconnected through one soul as an experience, rather than offering treated cottons without any in-between carcasses. Wearing those products, considering Seconda’s specialities, demands connections.
Building trust on a yearly fashion project as Seconda feels more proportional than branding zombies around a new creative idea over and over again. Bertazzon and Marino avoid the reckless exercise of branding our surroundings before they become a camouflage of silly ideas. Their meticulous guidance of the clothing line Seconda injects autonomy and trust, particularly when retailers get the chance first to dialogue with the clothing line in its toddler years – way before press and algorithms notice its enviable existence.
Not unusual but definitely occasional, is when a brand starts silently navigating overseas markets, without the familiar noisy acoustics enlarged by communication and pr. Instead, each presentation gradually adds authorised dealers to expand its initial language, choosing retail spaces as the pioneers for dialogue with end consumers. Granting back realistic feedback and evaluation from international buyers when meeting again at the studio in Paris. This process accelerates Seconda’s association with a product, distancing it from shallow entertainment. Sooner or later, its independent adulthood will follow, so we will set it free and let go of Seconda. For now, we can confirm: the more you let a brand navigate through freedom and reject existing systems, the more surprises it will collect, and the more it will further challenge the two founders as a reward.
Seconda is available tomorrow in Paris for one day only during SSENSE’s showroom at Salon des Refusés. I beg your pardon? Did you not pack enough accessories for fashion week? Rush and try one of Seconda’s turbans; make sure you are the first – and hold it tight.
02.10 – 12pm/6pm
Seconda Paris X SSENSE
Salon des Refusés
9 Rue d’Aboukir
75002 Paris
Special thanks to Andrea Bertazzon and Marco Marino.
Brand selected by Oficina Gabardine X ASVOF
SECONDA PARIS – @seconda.paris
Photos: © Federico Torra – Courtesy of SECONDA PARIS
Styling: Matilda Sadeghi
Model: Carlotta Scholz
Hair: Joséphine Brignon
Production: Rebeca Solana
Production Assistant: Samuele Crotti
Photo Assistant: Naomi Anna Victoria
All further images as credited in photo captions.
