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The 5 women who are changing the world with their creativity

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Instead of going to the florist today we have decided to celebrate our 8th March by telling the stories of the women who are giving an extraordinary contribution to the world of creativity.  Their work inspires us each day and they allow us to look to the future with different eyes.

Good, but not extremely good.

However, a small premise is due.  Cultural models are difficult to alter because they feed off human laziness. Change requires time and effort; two things impossible to order online. The cultural atrophy we are talking of expresses itself in every aspect of our lives, from politics to society, including the economy, according to the Global Gender Gap 2020. The resulting report leaves little doubt: the gender justice narrative we fill our mouths with does not always reflect the truth.

A beautiful design will save us.

In spite of this, the world of creativity remains one of the more interesting laboratories of emancipation, where stories of endeavour and passion are born and disseminated, inspiring hordes of young dreamers the world over. This brief list of superwomen is for them.

Giorgia Lupi
Information Designer & Data Humanist

We admit it: Giorgia Lupi is one of our greatest crushes.  Her curriculum is a series of remarkable “oh wow” impressions.  Giorgia is a Partner at Pentagram, New York, as well as the world’s greatest expert on design. She has Ted Talks with millions of visualisations, an imminent interactive book already hailed as a sort of bible, and her work is presented everywhere, from MoMA to the universities. Fast Company has included her among the 100 most creative people in the world and the reason is simple:  she accomplished the titanic feat of making the most boring thing in the world – data – beautiful and interesting. Giorgia does not only mix technology, design and humanistic approach, but she transforms numerical data into tools for telling stories where mathematical analysis of gigantic phenomena makes inroads into our everyday listening. Her creations take us to the edge of avant-garde.

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Louise Fili
Graphic Designer & Typo-queen

When we think of Louise Fili we imagine her crouched in a late nineteenth century music box while she embarks on an exploratory design of the letter G with surgical precision.  But when the lysergic effect of her work wears off, Louise Fili shows herself for what she is – a very strong woman.  A typographical aesthete, Louise Fili is an Italo-American and not just by way of her DNA.  The entire Italian artistic patrimony encounters the consumer society in her graphics and brings a new and elegant imagery into being.  We find it in books, in street signs and in the packaging of the most diverse products.  It’s art at the supermarket, which, like a fairy godmother, transforms the unrefined into beautiful.

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Annie Atkins
Props designer for filmmaking

The mythical Jeff Goldblum says that Annie Atkins “makes the unreal seem hyperreal, and the real more supremely alive and utterly magical.”  And who are we to contradict Dr. Malcolm?  Annie Atkins designs props for the world of cinema.  In other words, she is behind 90% of the maniacal details present in Wes Anderson’s films, which, however, are noticed by just 2% of the world’s spectators.  She is the first to say it: the prop designer’s job is the most exciting and at the same time the most frustrating.  Her contribution is essential to the wesanderisation of the film, but the doubt remains:  will someone have noticed that ticket in the hand of that man in the background in the pursuit scene?  We did, Annie. We did.

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Jessica Walsh
Designer & Activist

At this very moment Jessica Walsh is probably manspreading in front of some ultra-conservative purely to annoy him.  That’s what we like about her – her way of marrying activism and branding, sales and provocation.  In this historical time where extremism is the new normal, each visual proposal from Jessica Walsh seems like a slap in the face.  Not by chance she imagined and founded a reality such as Ladies, Wine & Design, a hyper-inclusive guild of amazons where the deliberately anarchical gender identity is integral part of the product on offer. Where does the creator finish and the creation begin?  Virtually impossible to answer.

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Olimpia Zagnoli
Illustrator & Artist

OZ needs no introduction, but we’re not that bothered. It’s a while now that illustrators like her have transcended the dimension of craft to that of art. It’s interesting to witness the progressive development of her unique style simply by scrolling down her Instagram feed, from the oldest post to the most recent.  OZ’s work, be it editorial or collaborations with international brands, fills your eyes with colour and positivity.  This candour matches her own image to perfection: the curls, the striped T-shirt and the round spectacles. We have to wonder whether hers is a representation of reality or what she really sees when looking at the world.

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The secret is “do it like..”

Our list finishes here, even though it could go on endlessly.  Reading the biographies of these extraordinary women we discovered one thing in particular which could make them seem sisters: they all refer to their families as the source of their artistic flare.  Unhealthy cultural models can also be dismantled in the way.  Educating and building on example.  We may have reached the moon, but in our very small way we are still animals that imitate.

A happy 8th March to all!