June 13th, 2021, marked a significant milestone for IN SANA as we launched our brand online for the first time. Since that day, I’ve been working tirelessly to turn this dream into a reality. Now, as I finally take a moment to pause and recharge, I find myself reflecting on the incredible journey we’ve been on. So much has changed since those early days, and I’m filled with a profound sense of gratitude.
When I first designed Phase Exeo, I had no idea what it truly meant to run a fashion brand. From managing production, finances, retail, and online marketing to talent scouting and countless other tasks, my days—and often my nights—became consumed by this endeavor. Despite the overwhelming challenges, I felt a deep responsibility to share these sunglasses with the world.
The first year was filled with countless ‘firsts,’ but few were as memorable as our inaugural photoshoot. I would be lying if I said I knew exactly what I was doing or that I could have done it alone. At that time, I was relatively new to Amsterdam, still finding my way in the city and emerging from a dark period that had inspired my first collection. I was fortunate to meet an amazing group of people who were genuinely excited about this project and eager to help.
Through a series of fortunate connections, we secured a studio, found models (including the stunning Sadry Maduro, whom I met in a park on a sunny Sunday), and enlisted a talented photographer along with a supportive group of friends. The day began with a homemade lunch and transitioned into an afternoon of creative chaos during the photoshoot. It was hectic but incredibly inspiring. Everyone clicked, sharing their expertise and energy to create something beyond my wildest dreams.
That day taught me invaluable lessons about kindness, responsibility, artistic respect, the importance of caring for your team, and, above all, the power of listening. One person who played a crucial role in guiding me through this “first time” was Alissa Aulbekova, co-founder of Auroboros. We met by chance in Amsterdam shortly after she moved there, and she graciously offered her support. Her advice remains with me to this day.
Looking back now, my heart is filled with gratitude. The stress, uncertainty, and exhaustion have faded, leaving only memories of smiles, the backstage hustle, well-deserved prosecco, and heartfelt goodbyes. I am eternally grateful to everyone who dedicated a day of their lives to help make my dream a reality.
Special thanks to:
• Creative Director: Alissa Aulbekova (@aal.ssa)
• Photographer: Yan Teper
• Backstage Photographer: Dragos Dascalu
• Models: Sadry Maduro (@sadryone_), Adam Finnemann, Sia Yang, Tabea Hoffmann (@nachtygal_), Dario Grazian (@_volsent)
• And all the friends who came to support us!
Here are a few pictures I turn to when I need some courage, reminding me that while we may never feel completely ready to face something new, we’re never truly alone in the journey.
Some time we were focused..
...and sometimes we needed a break!
But thanks to all the team effort, we had a successful shooting! Here some of my favorite pictures.
In 2023, I had the opportunity to organize two more photoshoots. The first was more casual and fun, while the second was a structured endeavor where I could apply all the lessons I had learned from our inaugural shoot and other experiences along the way. And guess what? It was incredible. The complexity and stress levels were much higher, as I was more aware of what it meant to have everything under control and direct more than ten people. But the results exceeded all my expectations.
I often look back at these pictures with immense pride. While some may critique aspects like lighting or setting, to me, they are perfect. Each photo captures where IN SANA was at that moment in time, and they collectively tell the story of how far we’ve come in the last four years. I’m excited to see and share the results of our next photoshoots and the ones after that!
Stay tuned for more behind-the-scenes stories and pictures! I can’t wait to share this journey with you.
Silvia Fresco - Founder & Designer