SUNDAY, MARCH 2, 2025
09:38 PM

WHEN AN IDEA BLOWS UP IN YOUR FACE

This story begins with a shocking realization: I barely know any girls with curly hair.

I wanted to create content to promote our IT bag Curly when I realized that I knew very few curly-haired people I could ask.

So, as I always do when I have a nagging thought in my head, I opened TikTok and made an appeal: "Looking for curly-haired girls between Genoa and Milan for a photoshoot, message me!"

When I posted the video, I honestly didn't expect much, but instead, this thing literally blew up in my face. I received over 500 messages in two days, not to mention the number of comments under the video.

I hadn't planned for any of this. I found myself inundated with messages, personal stories, enthusiasm. Everyone wanted to participate. Some told me how difficult it was to find representation for curly hair, while others simply wanted a new experience.

But how do you manage something like that?

The solution: a Typeform questionnaire to bring some order and understand who was available to come to Genoa for a casting. In essence, natural selection for the most determined.

The Casting: Curls, Chaos, and Personality

Casting day was a mix of adrenaline and perfectly organized disorganization. The girls arrived full of energy, chose the color of their Curly Bag, posed in front of our iconic yellow background, and recorded content of their choice.

The result? A concentration of energy and personality. Some were used to sharing their stories, while others found in this experience a way to truly express themselves for the first time. And that was the most incredible part to witness.

Another important point in our journey towards sustainability was the transition from polyester dust bags to cotton ones, a higher cost repaid by the awareness of having made the right choice.

And who wasn't in Genoa?

I met hundreds of curly-haired girls from all over Italy who couldn't make it. So now what? Work in progress. I'm figuring out the right way to involve them, because Curly Tales isn't a campaign, it's an energy that goes beyond a photoshoot.

What did I learn?

That a simple idea can turn into something huge.

That curls aren't just hair, but identity, history, and attitude.

That when you involve real people, with real stories, the result is always more powerful than any carefully planned strategy.

That this is just the first page of a story I want to keep writing.

So stay tuned :)

With much love,

Bi>

#AlwaysBiMOR