About us

Floriala Brand Story

Origin and Inspiration
The story of Floriala began in 2016 in Florence, Italy. That year, young designer Elena Moretti, fresh from graduating at the Florence Academy of Fine Arts, was determined to create something unique. Growing up in her grandmother’s tailoring studio, Elena developed an extraordinary sensitivity to fabrics, cuts, and the diverse essence of femininity. She envisioned a brand that was more than clothing—it would be a way for every woman to embody elegance and strength in her daily life.

The Name
“Floriala” is derived from the Latin word Flos—meaning “flower.” Elena believed that every woman is like a flower: independent, unique, and destined to bloom in her own season. Floriala became a stage for women to be seen, admired, and celebrated.

Brand Development

  • 2017: Floriala launched its first limited capsule collection, combining Italian hand-made lace with modern silhouettes. The collection caught the attention of boutique buyers in Milan.

  • 2019: The brand made its first international appearances at independent fashion shows in Paris and London, earning recognition from global fashion bloggers for its signature “modern elegance for urban women.”

  • 2021: Floriala officially launched its online flagship store, bringing European sophistication to a wider audience and expanding into the U.S. market.

  • 2023 to Present: Staying true to its vision of “small but refined,” Floriala avoids the trap of fast fashion. Each seasonal release is carefully curated, with premium fabrics, precise tailoring, and timeless designs that embody everyday luxury.

Design Philosophy
At Floriala, we believe that luxury should not be out of reach. Our garments are built on clean silhouettes, infused with inspiration from modern art and nature. Every Floriala piece is designed to help women express elegance and confidence seamlessly—whether at work, in social settings, or in everyday life.

Our Commitment

  • Premium fabrics sourced from Europe and Asia

  • Limited production to ensure quality and uniqueness

  • Timeless designs meant to last beyond seasons

  • Responsible, sustainable production to protect the beauty of our planet

The Floriala Woman
She is 25 and above—independent, confident, and tasteful. She values quality over trends, and she knows that true elegance comes from within, refined and amplified by what she wears.