Not Yet in Japan: Why Does Italian Brand 'La Piscine' Ignore Trends? The Designer on 'Clothes That Stop Time'

Classic, with a quiet strength that resonates from within its stillness. The result of a meeting between an Italian designer's vision and the sensitivity of Korean craftsmanship, La Piscine, founded in early 2024, creates clothing that seems to stop time, unswayed by the ever-changing tides of trends.

The brand's world is shaped by a confluence of personal memories and aesthetic influences: the mountain town where the designer grew up, the boutique her aunt ran, and the timeless masterpiece, the film 'La Piscine.' These elements have woven together to form the brand's identity. At its core lies the unwavering belief in creating "clothing that accompanies you through life."

We spoke with designer Alice Moraschini, who crafts a vision of a neutral and resilient woman by prioritizing quality and comfort over fleeting trends and by redefining the classic.

The Philosophy of La Piscine: Crafting "Clothes That Stop Time"

The name 'La Piscine' encapsulates an aesthetic vision that goes far beyond a simple resort feel. Founder Alice grew up in a small town in northern Italy and, after being captivated by fashion at her aunt's luxury boutique, went on to study design at the Istituto Marangoni in Milan.

"Building a career in a commercial environment gave me a perspective that balances creativity with the real needs of consumers," she says. After launching her first brand in 2019, she drew upon that experience to unveil 'La Piscine' in early 2024.

"My vision for 'La Piscine' was to create 'clothes that stop time,'" she explains.

She cites the 1969 film La Piscine (Japanese title: The Swimming Pool) as a primary source of inspiration. The languid, elegant atmosphere woven by Alain Delon and Romy Schneider, where even boredom appears beautiful, is the very origin of her creative vision.

"I wanted to create clothes that feel enveloped in beauty and tranquility," Alice reflects. The brand's initial slogan, "Rosé, Relax, Repeat.," is a perfect invitation to embrace such a lifestyle.

Bringing this philosophy to life is the brand's manufacturing base in South Korea. "All of our products are made in Korea. While it's a country that strikes a balance between craftsmanship and speed, we cherish the principles of slow fashion above all else," Alice states.

This commitment is evident in their practices: classic designs that transcend trends, small-batch production, the use of deadstock materials, and the careful selection of high-quality textiles. Just as their official website proclaims, their dedication to prioritizing quality and comfort over fads is reinforced by Alice's own words.

"To me, slow fashion is about a mindset—it's about choosing pieces you can wear for years to come, garments you can build a lasting relationship with."

Redefining the Classic to Create "Freedom for the Modern Woman"

The essence of 'La Piscine' is "the freedom that comes with being classic," Alice says.

"Our goal is a form of classic that transcends trends. It offers the modern woman a sense of freedom unbound by time."

The brand champions an enduring elegance, redefining classic styles by infusing them with a subtle, modern edge in their silhouettes and construction. The resulting items are both fundamental and refined. Underpinning this aesthetic is a meticulous approach to color selection.

"Our colors are inspired by nature. Neutral tones like stone and sand create a sense of harmony throughout a wardrobe, allowing for versatile styling. Then, every so often, we introduce an unexpected pop of color."

True to her word, the Fall/Winter 2025 collection, for instance, introduces deep reds and burgundies into its otherwise subdued palette, injecting a quiet passion into the lineup.

Alice continues, reflecting on the relationship between fashion and the women of today.

"Modern women lead busy lives, constantly faced with choices. That's precisely why clothing should be intuitive and dependable. My own wardrobe is built on trusted staples: a perfectly tailored blazer, a crisp white shirt, quality denim, relaxed trousers, and soft knitwear. They're all in neutral colors—pieces I can count on to support me, whatever the day may hold."

Her personal style perfectly mirrors the foundation of a timeless wardrobe that La Piscine champions: suits, pants, dresses, and shirts.

To a Trusted "Wardrobe Destination"

In an age of rapid change, La Piscine purposefully presents an unwavering beauty.

"Our clothes aren't meant to be swept away by trends; we want them to be companions on your life's journey, aging gracefully alongside you."

Her words remind us of the richness found in choosing items of true value, especially in an era saturated with material things. And as the collection gradually expands, this core philosophy will remain steadfast.

"While we venture into new materials and silhouettes, the brand's core mission to redefine the classic will never waver. We're not aiming for mass production, but for sustainable growth rooted in a refined aesthetic. We are committed to being a brand that never compromises on one thing: creating clothes you can love for a lifetime."

When asked about the ultimate goal for the brand, she shared:

"I want La Piscine to be a trusted 'wardrobe destination' for women. A place where they know they can find pieces that let them be themselves, no matter the season or the chapter of their lives. That's the feeling we hope to create."

Like savoring a glass of rosé while feeling a gentle breeze—the clothes from La Piscine bring a quiet sense of serenity and elegance to our daily lives. It's hard to overstate the value of that steadfast quality in our fast-paced world. Listening to Alice's words, you can't help but be drawn into her aesthetic vision.