Morada The Muse

Before INAMORADA, there was Morada.

"Morada entered my life like a small river in flood. Sweet, irresistible, and at the same time, an authentic earthquake: a concentration of exuberance, character, and unmistakable personality.

I had always owned and loved dogs, without distinction: pedigree or not, large or small, young or senior. And, to be honest, I've always had a passion for animals in general. Yet, when I started encountering those small, compact dogs with big ears and an incredibly proud demeanor on the streets of Milan—where I lived at the time—I was immediately captivated.

They were French Bulldogs.

They reminded me a bit of pugs, which I had always found irresistible for their charm and style, but they had something different. A character all their own, a presence almost disproportionate to their size. I never would have imagined how large the ego of such small creatures could be—so much so that they seemed almost offended when someone dared to confuse them with their pug cousins.

The more I observed them, the more I wanted to know them.

So I began to research the breed and look for serious and passionate people who could truly introduce me to it. That search led me, one Saturday afternoon, to the province of Pavia, to the welcoming farmhouse of Mario and Martina.

It was there that I met Igor and Bisi.

I couldn't have known it yet, but I was looking at Morada's mom and dad.

Mario and Martina told me that Bisi would soon be in heat and that, if I was still interested, they would let me know if she became pregnant. In the meantime, a beautiful friendship also developed, and so, when the news arrived that Bisi was expecting her puppies, I was among the first to know. The number or sex of the little ones was not yet known, but the wait had begun.

The birth was expected at the end of August. I thought the timing was perfect: I would be back from vacation and would have plenty of time to visit the new mother and, finally, meet her puppies.

But apparently, Morada had already decided she would do things her own way.

She arrived early.

And while I was still on vacation, I received an SMS—yes, because it was 2008, when WhatsApp was not yet part of our lives—announcing the arrival of two wonderful little girls: one white patched and one black brindle.

I still remember that moment. I read the message and immediately looked up. In front of me was a sign with the name of the place where I was: Isla Morada.

I thought: if I don't find a name I like more by this evening, she will be named Morada.

I didn't find a name I liked more.

And I never could have imagined that word, encountered almost by chance during a vacation, would enter my life so deeply. First as the name of a small bulldog with a huge character. Many years later, even in the name of a project that didn't even exist yet.

With Morada, another search almost naturally began. I was looking for something special for her: carefully chosen garments and accessories, hoping to find something that could truly represent that bond and the equally natural desire to always dedicate the best to her.

But something was always missing.

It wasn't just about finding something beautiful. I wanted what I chose for her to encompass the same attention, the same care, and the same love as the small gestures that marked our daily lives.

Anyone who deeply loves a dog knows this feeling well. Caring for them goes far beyond daily needs: it lives in the attention, in the details, in the things we choose, and in that almost instinctive pleasure of looking for something we feel can truly belong to them.

It wasn’t simply about finding something beautiful. I wanted everything I chose for her to embody the same attention, the same care and the same love found in the small gestures that shaped our everyday life together.

Anyone who truly loves a dog knows this feeling well. Caring for them goes far beyond their everyday needs: it lives in the attention we give them, in the details, in the things we choose for them, and in that almost instinctive desire to find something that feels as though it truly belongs to them.

And it was precisely from that search that, at a certain point, a very simple question arose:

why not create it myself?

To imagine something I still couldn’t find — something capable of bringing together beauty, quality and care, and of giving tangible form to that very special way of caring for the one who shares our life.

And so, almost without realising it, a love story began to turn into a project.

What had begun with Morada in mind gradually came to express something much greater: the bond between us and our dogs, and the way we choose to express it through everything we dedicate to them.

Since then, INAMORADA has grown, but it has never been simply a brand. It has become the expression of a way of living this bond: choosing with intention, seeking beauty, recognising the value of quality, and wanting only the very best for the companion who shares our life.

It is a project born from the desire to give form to creativity, from a love of beauty, and from the wish to dedicate that beauty to those who, simply by being there, make our lives more beautiful.

Many years have passed since then. Collections, creations and new ideas have followed; INAMORADA has evolved, grown and travelled. Yet its original inspiration has remained unchanged.

Because behind every new creation, that very first desire still lives on: to imagine something special for someone special.

And, in the end, everything still leads back to her.

Morada. The first inspiration. The forever Muse.”

Benedetta
Founder, INAMORADA