If you remember Monella Vagabonda, you certainly had a very good childhood. If you don’t remember it, ask your parents.
The brand, founded in 2003 by Gino Gorgoglione, featured a green frog with a little flower, which became a super cool symbol and a must for fashion in the 2000s, worn by stars, celebrities, copied later by little girls and high school girls. It was the era of Big Brother, of Passaparola, of the stereotype of the snobby VIP, of ostentation, in short, it was the era of trash. Monella Vagabonda was perfect for this and was able to capitalise on the moment.
After having great success, the brand fell into oblivion for years, along with the trash era. But now thanks to the new team headed by Ettore Gorgoglione (founder’s heir) and Mara Russo (creative director) we are about to witness the rebirth of the little frog. In fact, the brand has relied on -ness, a group of artists, who are bringing a breath of fluidity and inclusivity to the new Monella Vagabonda. The latest campaign precisely ironizes the 2000s, excess of necklaces, denim mini skirts, leopard print and t-shirts depicting the iconic Britney Spears, Paris Hilton and Lindsay Lohan trinity. The aim is to reinvent and recontextualize the brand in 2023, without distorting it and creating nostalgia for the much-loved y2k. Now, on the website we find few products, including jumpsuits, tops, t -shirts and a bag but the highlight is definitely the Froggy Tanga.
So we can say that Monella Vagabonda is back and they all seem to be excited: “I said my first “I love you” when I was 8 years old wearing a Monella Vagabonda t -shirt,” “It’s 2006, you’re 8 years old, you’re walking around in Monella Vagabonda dungarees bought by mom, you’re happy and you know,” “Can’t wait for my monellavagabonda era 2.0. y2k is coming back,” “I’m 2003 and I can tell you that you were my whole childhood.”
Will it work?
