Gabriele Moratti: A New Era for Redemption in Ethical Fashion
Published
October 6, 2025
In the heart of Milan, Gabriele (Bebe) Moratti, co-founder and creative director of the fashion label Redemption, is redefining the landscape of contemporary fashion. With a Nirvana-logo T-shirt and a fervent desire to challenge the status quo, Moratti is steering his brand into a new chapter, one that emphasizes sustainability and social responsibility. This transformation comes in the wake of the COVID-19 pandemic, which forced many in the fashion industry to reevaluate their priorities and practices.
A Journey Through Adversity
Moratti, born in 1978, has a storied history in fashion, having dressed icons like Madonna and Lady Gaga. However, his recent experiences have shaped a more profound vision for his brand. After the pandemic decimated retail spaces, including his flagship store in New York, Moratti faced the daunting task of rebuilding. “COVID wiped out everything-the shop and around 140 multi-brand retailers across the globe,” he explained. The absence of American buyers in Europe for two years added to the challenge, but Moratti is determined to adapt.
“Rebuilding this network will not be easy,” he noted, reflecting on the industry’s shift. “They’ll come back and ask us for pre-collections, but I no longer do them. My goal is to remain much more niche.” This pivot from producing six collections a year to just two is a conscious choice aimed at fostering a more sustainable approach to fashion.
Redefining Fashion’s Future
Moratti’s philosophy is rooted in a rejection of fast fashion and a commitment to authenticity. “Fashion is becoming homogenized and is only focused on quarter-on-quarter growth,” he stated. Drawing from his background in banking, he critiques the industry’s Darwinian approach, which often sidelines creativity and individuality. “Let’s put ourselves back at the center,” he urged, advocating for a return to the core values that initially inspired him to create Redemption.
The brand’s ethos is not just about clothing; it embodies a broader social mission. “I founded Redemption to redeem myself,” Moratti shared, emphasizing the importance of social engagement. The brand’s commitment to charitable causes is integral to its identity, reflecting Moratti’s belief that fashion can be a force for good.
A Commitment to Social Responsibility
Moratti’s dedication to social causes is deeply personal. One of the brand’s founders, who passed away three years ago, spent four decades in the San Patrignano rehabilitation community, helping others. This legacy of service continues to influence Redemption’s mission. “We will make our contribution to the Palestinian cause,” Moratti assured, highlighting the brand’s commitment to social justice.
This sense of responsibility extends to the materials and methods used in production. Moratti has trained in the archives of Como fabric mills and with a former pattern cutter for renowned designer Gianfranco Ferré. Despite warnings from consultants about the challenges of maintaining margins in Made in Italy, Moratti views this as an added value. “I only design what I believe in,” he affirmed, reinforcing his commitment to quality and ethical practices.
The Redemption Woman: A Manifesto of Empowerment
The essence of Redemption is encapsulated in the figure of the “Redemption woman.” Moratti describes her as embodying a rock-star attitude, someone who champions nonconformist ideas and is unafraid to voice her opinions. “My uniforms are armor to help her face the world like a rock star,” he explained, emphasizing the empowering nature of his designs.
The upcoming summer collection will feature signature colors and silhouettes, including white, black, red, and the brand’s distinctive pink. Moratti draws inspiration from the past, utilizing the brand’s archives to create pieces that resonate with both nostalgia and contemporary relevance. “I don’t want to be obsessed with always doing something different. I’ve learned to say no,” he concluded, signaling a shift towards a more thoughtful and intentional design process.
The Broader Context of Ethical Fashion
Moratti’s journey is emblematic of a larger trend within the fashion industry, where sustainability and ethical practices are becoming increasingly important. As consumers grow more conscious of the environmental and social impacts of their purchases, brands are being called to account. The rise of slow fashion-a movement that prioritizes quality over quantity-aligns with Moratti’s vision for Redemption.
Historically, the fashion industry has been criticized for its fast-paced, often exploitative practices. However, the pandemic has served as a catalyst for change, prompting many designers to reconsider their approaches. Moratti’s emphasis on niche markets and sustainable practices reflects a growing recognition that the future of fashion lies in authenticity and responsibility.
Conclusion
Gabriele Moratti’s journey with Redemption is a testament to the resilience of the human spirit and the transformative power of fashion. By prioritizing sustainability, social responsibility, and authenticity, Moratti is not only rebuilding his brand but also contributing to a broader movement within the industry. As he navigates this new landscape, his commitment to creating meaningful, impactful fashion serves as an inspiration for both emerging designers and established brands alike. In a world increasingly defined by its challenges, Moratti’s vision offers a hopeful glimpse into the future of fashion-one that values people and the planet over profit.
