Meet Your Designer

Inspired by people, guided by connection, evolving together with attention, care and education.

With over a decade of experience uniting creativity and strategy to drive positive change, Flavia La Rocca is not a conventional designer or consultant. Her work sits at the intersection of design, responsibility and business innovation, shaped by both formal education and extensive hands-on experience.

As the founder of the award-winning brand Flavia La Rocca, she has cultivated a 360° perspective by overseeing every aspect of the creative process, from design direction and production to sourcing and communication.

Born in Rome in 1985, Flavia earned a BSc in Scienze della Moda e del Costume from La Sapienza University before moving to Milan in 2007, where she began her career in the press offices of some of fashion’s most prestigious houses, including Blumarine, Valentino, Vivienne Westwood, and Prada. She is also a proud mother of three.

At the heart of Flavia’s design philosophy is modularity, a tangible strategy for responsible fashion. By creating garments composed of interchangeable and reconfigurable elements, she offers a system that promotes versatility, longevity, and personalization.

Her modular approach reduces excessive consumption, encourages slower wardrobe turnover, and optimizes resources throughout a product’s life cycle. It represents a more conscious, circular, and adaptable way of dressing that reflects the values of modern, responsible living.

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What you’re about to read is an interview with Flavia La Rocca, Designer at The Simple Folk, offering a glimpse into her creative philosophy, inspirations, and the values shaping our collections:

What does “simple” mean to you when you’re designing for The Simple Folk?

To me, simple means designing clothes that make the choice of what to wear feel effortless, pieces that help families live and dress with intention. It’s about creating wardrobes that are honest, enduring, and true to their values.

Simple means making clothes people can trust, restoring the connection between nature, humans, and society through what we wear. 

How do you balance beauty and function in your work?

For me, beauty and function belong together. It is essential to design something functional for the person who will wear it, but also beautiful. Our clothes can act as the skin through which we express ourselves to the world. They tell who we are, how we feel, and what we want to communicate. Function brings depth to that story, while beauty brings it to life. That balance is what makes my work so fascinating. I feel deeply grateful to hold this role at The Simple Folk, and I cannot wait to see our community bring these creations to life.

Where do you find inspiration for The Simple Folk collections?

My inspiration begins with the heritage and values of The Simple Folk, with the story, the vision, and the people who have built and nurtured the brand over time. I wanted to truly understand its essence, so I began listening to our team and our community to learn The Simple Folk’s journey through their voices. In doing so, I discovered how much meaningful work has already been done and how exciting the path ahead will be as we evolve and grow together.
Beyond that, I draw from nature and the world around me. I look closely, observing colors, details, and emotions with a sense of curiosity and wonder.

What do you keep in mind when designing for children versus women?

Designing for The Simple Folk families is like designing for me and my family. For children, I want them to feel comfortable and independent. I design pieces that move with them as they explore the world, using soft, natural fabrics that are kind to their skin. I love responding to their needs and curiosity, adding pockets for their treasures and closures that make it easy to dress themselves. When children are curious about what they wear, they become more confident and empowered.
For women, I want them to feel good at every stage of life. From eighteen to eighty-one and beyond, women deserve clothing that evolves with them and feels worth cherishing. I imagine garments that celebrate who they are, that make them feel confident, free, and comfortable in their changing bodies and lives.
For both, I design pieces to live in, to grow with, and to pass on - items that hold memories and meaning. I imagine intentional and functional wardrobes for every age.

How do you design for movement—for kids playing, mothers carrying, and people living?

I approach this as a mother, a consumer, and a designer, bringing all of myself into the process alongside everyone who believes in The Simple Folk. Designing for movement means designing for real life. I imagine the clothes in motion - children running and climbing, mothers holding and comforting, people living their everyday moments.
Every piece must move with the body. Comfort, functionality, and softness are always at the core: seams that do not irritate, fabrics that breathe, silhouettes that allow freedom.
Since the beginning of my career, I have always designed multifunctional and adaptable garments. It is almost instinctive for me to make a single piece serve multiple purposes, reducing environmental impact while making life easier. I test every prototype on my children, watching how they move and listening to how they feel. For women’s pieces, I test them on myself and with the women in my team. This moment of testing is fundamental - it is where the design truly comes to life.

What details make a garment durable enough to be passed down?

Durability begins long before production. It starts with intention. When a garment is designed to last, every choice matters - the fabric quality, the strength of the stitching, the timelessness of the shape, and the functionality of the design. I pay close attention to construction, seam finishing, and how the fabric behaves over time.
But durability is also emotional. A piece lasts when it is loved. I aim to create garments people connect with, pieces that become part of their story and are cherished and passed down. When we design clothes that last in both quality and meaning, we reduce waste, lower our impact, and protect the ecosystems we depend on.

Are there any exciting new fabrics or techniques you are exploring?

We care deeply about the health and safety of everyone involved in what we create, from the people who make our products to those who wear them. This commitment drives me to constantly explore new materials and methods. Natural fibers remain at our core, and I am continuing to go deeper into the supply chain to understand every step and every hand involved. I am exploring new dyeing methods, wool from farm to finished garment, waterproof fabrics without harmful chemicals, and elastic made from natural rubber.

What is the hardest part of designing for a brand committed to responsibility?

For me, it feels natural. I am always asking what more a garment can do that it has not done before. How can it improve daily life? How can it minimize its environmental impact while bringing value to the community?

What are you most excited to explore in future collections?

Whatever our community needs. We have a strong team at The Simple Folk that listens closely to our customers, and their insights guide everything that comes next.

What do you hope people feel when they wear The Simple Folk pieces?

Alive. Free. Themselves–in the best possible way.