Altaroma is happy to welcome back Soocha (finalist of “Who Is On Next? 2012”), the brand created by the imaginative designer SooJung Cha, on the catwalks of this summer edition for the presentation of the Spring Summer 2019 collection called “Talking About The Second Sex By Simone De Beauvoir”

In October 2017, following the arrest under the charge of sexual violence of Harvey Weinstein, the hashtag #MeToo began to circulate and within a few days, it became viral throughout the world to become the symbol of an entire movement.
SOOCHA was very impressed by all of this, and as artists do, she tried to go further. Because the #MeToo movement acquires its full meaning only by reaffirming women’s rights of equal dignity and full equality of rights in every part of the world, breaking the cages of social conventions.
This was Simone De Beavoir thought in 1949, and it is still valid today.
“Talking about the Second Sex By Simone De Beavoir” is a collection for a woman who reaffirms herself, without subjection to the opposite sex.
In this collection, prints are once again very important. The magic # occurs many times, as the word WOMAN, expressed in the Chinese alphabet, to remind us that the Far East remains one of the parts on the planet where the struggle to achieve full equality is harder. Flowers instead, recall a garden in Milan dedicated to Lea Garofalo, a woman killed for her rebellion against rules and impositions of the mafia context in which she lived.
Starting from the most iconic garment of men's clothing, the white shirt, the collection is created to reaffirm that rights have no gender: they are universal.
Design is bold, almost experimental. Masculine elements meets with feminine ones creating a new genre.
Fabrics with floral patterns meet jacquard, cotton interacts with linen, in a collection full of colors, which, as always, in SOOCHA meets urban elements that have always characterized her works.

Soocha is Soojung Cha, a Korean designer and artist who has been living in Italy since 1998. After finishing her studies at IED in Milan, she has worked with major brands like RUFFO, C’N’C Costume National, Dirk Bikkembergs and Giuliano Fujiwara. In 2012 she participated in “Who Is On Next?” with her “Suzanne Susceptible” collection, winning the prestigious YOOX award. She now teaches at IED - Istituto Europeo di Design in Milan. In 2016 she started the Soocha project, a new start for her.