Two times a year, for winter and summer season, Petra and her talented team create a new issue for this online magazine that is especially popular with those who never stop growing.
Each new issue is dedicated to a theme that they research, seasoned with beautiful images, illustrations and attention to graphics. And we are so excited to discover the upcoming Winter issue that will be an homage to “ASIA”.
What we at Playtime love is the totally new look at childhood, children's fashion and the joy they seem to take in bringing the most special brands to the most unusual places.
So we had a dream... to be a mouse and watch the editorial staff for a whole day... How do they work? How are they so inspired? Do they have fun?
And our dream came true...
Let's dive into a day at the Scimparello editorial office, as told by Petra herself, the editor in chief!
"9.30 am. From the second floor, my private residence, I hear downstairs the office doors opening and the voices of Francesca and Enrico joking each other. I take my time a little bit, also because in the evening I always stay there late, way long after they have already left.
When I get down I find them both at the computer, one researching topics for his articles, the other on Photoshop, creating some new Armadio or selecting photographers she would like to work with.
As soon as I turn on my computer I get overwhelmed with emails and spend the first two hours of the day reading them all and answering.
Then I start to schedule social posts, decide what to publish on our website and do the styling for the shootings...
and sometime for ourselves with funny results!
It’s lunchtime in no time. We all go together in our favorite neighborhood bar and, back in the office, it’s coffee rite. In winter we drink it sitting at our respective desks, in summer on the terrace.
Today, that the temperature is over 35° and the air conditioning decided to abandon us, we got an exquisite shakerato with ice.
This is the moment we like the most: the one we confront ourselves, we develop ideas, we talk about themes, photographers, trends, new brands...
Then back to our workplaces. There is always so much to do: calling the model agencies for new castings, consulting lookbooks or online platforms to select outfits, calling the showrooms to check the availability of the clothes and organize the pickup, receiving the couriers, packing, unpacking ... there’s no end to it!
With this heat then, working with the winter collections is quite a nightmare. I’m kidding.
Nothing is a nightmare in our work. We always have fun because we love it so much!
Even when we get anxious not to be able to do everything, not to publish the magazine at the scheduled date, not to meet the deadlines of the newsletter, not to collect all the items we need on time.
So we start moving convulsively: talking, calling, chatting and mustering all the other members of the editorial staff who are still in smart working.
Today Rossella, our art director, came to visit us to define the last details of the next issue.
Together with her we connected on zoom also with Patricia, who is contacting potential advertising customers (we hope they are many many!) and with the other Patrizia (the one with the zed) who writes and went to the countryside, away from this sultry city summer, to find inspiration.
And how lucky we were to be part of your day!