About my Fairy taleNeapolitan Demi-Couture

The materiality of spirit and the spirituality of matter. The dreamlike inspiration of Saman Loira who puts Nature at the center together with the search for organic raw materials joins the beneficial properties of embroidered mineral stones, creating a synergy for clothes that are feelings and emotions. Combining the wonderful with the everyday, street style with haute couture, for him and for her in a game of reflections where men are capable of feelings, emancipating their feminine side and women to govern with determination.

Saman Loira, embracing social issues such as diversity and inclusion with environmental issues such as sustainable urgency, wants to satisfy the most demanding requests: well-being, customization, comfort in wearability, sartorial craftsmanship, exclusivity and therefore uniqueness are the main focus of the creative direction of the brand.

Saman is an ancient name of Persian origins whose meaning is in its entirety "home". It embodies the poetics of refuge, well-being, feeling at ease, loved and protected. Loire, on the other hand, is the name of the longest river in the France, whose natural landscape is enhanced by the marvelous castles that run through it, attributing that dreamlike and almost surreal charm of the magic of these fairy-tale places.

Saman Loira in this regard wants to be a place of refuge, a parallel limbo, where free from any superstructure social the individual expresses himself in his uniqueness experiencing the atmosphere of a realm inhabited by dreams.