Lynda Gardener & JayJay x Importante
THREADS: A weave of creativity, resilience, and connection.
Linen with leather. Bronze with wool. Each piece carries its own story, yet together they are destined to connect.
For this new Importante campaign, we wanted to show what happens when our labels meet in the hands of true creatives. We filled two suitcases with pieces from our latest and essential collections and sent them to two women we’ve admired for many years, Lynda Gardener and JayJay.
There were no rules, no brief. Just an open invitation: let your creativity run wild.
What came back was more than outfits. It was a tapestry of stories - ours, theirs, the artisans’, and the ones still to be written.
Threads
Unique on their own, stronger together.
The Story
Why Threads
At Importante, we’ve always believed our labels belong together. Each is distinct, born from its own place and tradition, yet when combined they create looks that feel effortless and whole.
Threads is a celebration of that belief. It’s a weave of:
Our story - bringing labels together that naturally complement one another.
Lynda & JayJay’s story - style curators who bring warmth and authenticity to everything they touch.
The artisans’ story - carried in every handwoven textile, stitched seam, and cast piece of bronze.
Your story - the way you’ll wear these pieces, each time different, always your own.
Threads reminds us that connection makes the fabric stronger.
The Collaboration
Lynda Gardener & JayJay x Importante
We’ve admired and worked with Lynda and JayJay for many years. Their creativity has always spoken to us — layered, lived-in, personal. With Threads, we gave them nothing but freedom. From there, they shaped looks that feel instinctive and unforced.
Each outfit they created is not just styled, but felt — a reflection of their eye, our labels, and the artisans behind them.
Lynda Gardener & JayJay x Importante
Threads
The Pieces
Looks that Tell Stories
Every piece begins with an artisan.
In Positano, linen is still woven on family looms. In Naples, leather is cut and stitched by hand. In Florence, molten bronze is cast into jewellery using centuries-old techniques. In Austria, wool is worked into timeless knits. In Poland, linen is plant-dyed in gentle, organic tones. And in Italy once more, Sanctamuerte drapes silky viscose into shapes that move with ease.
Though each is born in a different place and tradition, together they feel destined to belong.
These pieces create a language of style - one that Lynda and JayJay translated into their own expression.
Behind the Campaign
There was no formula for Threads - Just trust!
Two suitcases of carefully chosen pieces, handed over without instruction.
What came back was proof of what we’ve always believed: when you bring together creativity and craft, the results are timeless and deeply personal.
Be Part of the Thread
Threads is not only our story, but yours.
Each time you wear or share an Importante piece, you add your own chapter - creating a weave that continues to grow, evolve, and connect us all.
" Care rituals... without fail a long hot bath every single night of the week."
Lynda
" it was never just about clothes — it’s about people showing up for each other. That’s the real beauty."
Jay Jay