Made in Italy tennis apparel: why I chose to produce in Italy
Why Laila Coslovich Is Made in Italy: My Choice of Craftsmanship, Sustainability and a Vision for the Future
When I founded Laila Coslovich, I knew that every decision I made would help shape the identity of the brand. But the story of Laila Coslovich began many years earlier.
In 2014, I created my very first handmade tennis dress. What began as a personal passion eventually became a business, leading to the birth of my brand in 2020.
From the very beginning, I had a clear vision: to create tennis dresses that bring together elegance, craftsmanship, technical performance and sustainability, while remaining true to the values of Italian production.
To me, Made in Italy is not simply a label sewn into a garment. It is part of the story of Laila Coslovich.
Why I Chose Made in Italy
I chose to produce in Italy because I deeply believe in the expertise and quality that our country has to offer.
A fundamental part of this choice concerns the fabrics I use. For my collections, I source fabrics from a prestigious Italian company that is a world leader in technical textiles, based in Northern Italy. I feel truly privileged to be able to source my fabrics from such a renowned and highly specialised company, where research, technological innovation and environmental responsibility come together.
The fabrics I choose are made in Italy and must meet very specific criteria: comfort, lightness, breathability, quality and durability. I do not choose a fabric simply because it looks beautiful. It must be suitable for sport and, above all, consistent with the values of my brand.
Sustainability: A Choice That Begins with the Materials
Sustainability is one of the fundamental values of Laila Coslovich. That is why I choose technical fabrics carrying internationally recognised certifications, including OEKO-TEX® and the Global Recycled Standard (GRS).
The OEKO-TEX® STANDARD 100 certification verifies that textile materials have been tested for numerous potentially harmful substances and meet stringent safety requirements. The Global Recycled Standard, meanwhile, certifies the presence and traceability of recycled materials in products and establishes criteria relating to production processes and certain environmental and social requirements.
To me, these certifications are a way of making more conscious choices. When I design a new garment, I want to know not only how it will look, but also what I am choosing to use to create it.
Craftsmanship Is in the DNA of Laila Coslovich
Craftsmanship, however, is more than a passion for me. It is part of my family history.
My maternal great-grandparents, Nina and Giuseppe Russotti, were both tailors and ran their tailoring businesses in Taormina for more than half a century. My great-grandmother Nina created bridal gowns in her atelier on Via Calapitrulli. My great-grandfather Giuseppe Russotti had his tailoring atelier on Corso Umberto, where he created tuxedos, tailcoats and elegant tailored suits for an aristocratic and international clientele who came to Taormina from across Europe.
This family heritage holds a profound meaning for me. When I look at a garment, I do not see only fabric, a pattern or a sewing technique. I see hands, expertise, time, passion and a story.
My great-grandparents created bridal gowns, tailcoats, tuxedos and bespoke suits for an elegant and international clientele. Today, I design and create tailored tennis dresses, conceived for the modern woman who wants to bring elegance and personality to the court.
The garments may be very different, but they are rooted in the same principle: the care and precision of craftsmanship and the value of creating something by hand.
For me, creating the Laila Coslovich collections in Taormina is therefore also a way of honouring my roots and carrying forward a family tradition through a new vision.
From My First Tennis Dress in 2014 to the Laila Coslovich Brand
In 2014, I created my very first tennis dress: I designed it myself, and my grandmother Ida sewed it for me. At the time, I had no idea that this passion would eventually become a business. Over the years, I continued to develop my vision until, in 2020, it evolved into the Laila Coslovich brand.
My creative journey has always been guided by one clear goal: to create tailored tenniswear that stands apart from traditional sportswear and brings a new sense of elegance to the tennis court. Garments designed not only for sport — from tennis to padel and pickleball — but also versatile enough to be worn in everyday life, styled and paired in different ways for leisure and free time.
This is where the concept of Luxury Tennis Couture was born: a vision of sportswear in which functionality never comes at the expense of femininity, and where a technical garment can also be elegant, sophisticated, tailored and versatile.
My Dream: Creating Opportunities in Southern Italy
When I think about the future of Laila Coslovich, I do not imagine only dresses being sold in Italy or worn on tennis courts around the world. I imagine a brand that grows together with the people around it.
I would love for the growth of the brand to translate, over time, into new collaborations and new professional opportunities in Southern Italy, the land where I live and where my story began.
I believe that the success of a business has even greater meaning when it is not focused solely on the person who founded it, but has the ability to create value for others as well.
I want every new milestone reached by Laila Coslovich to mean a new collaboration, a new skill being valued, and a new person becoming part of the journey.
For me, being able one day to create new employment opportunities right here in Southern Italy would be one of the most meaningful achievements I could hope for.
Quality and Sustainability Must Go Hand in Hand
For me, sustainability is not simply about using recycled materials. It means embracing a broader vision: choosing certified materials designed to last, creating garments that can be worn for years, and bringing together aesthetics, functionality, comfort and responsibility.
Every garment should be beautiful, but it should also be functional, comfortable, breathable, durable and made with thoughtfully selected materials.
Because I believe true luxury is not only about what you see.
It is also about everything behind it.
An Italian Vision with an International Dream
Laila Coslovich was born in Taormina, Sicily. My story is Italian, my tailoring heritage is Italian, my roots are in Taormina, but my vision is international.
My dream is to bring Laila Coslovich to tennis courts around the world and introduce a new vision of Luxury Tennis Couture Made in Italy.
I want a woman wearing one of my dresses on the other side of the world to be able to discover the story behind the garment: the story of a Sicilian woman who transformed a passion that began in 2014 into a brand; the story of a garment designed and made by hand; the story of Italian technical fabrics selected for their quality and certifications; and the story of a family of tailors whose legacy in Taormina I now seek to reinterpret through tenniswear.
What Made in Italy Truly Means to Laila Coslovich
To me, Made in Italy is not simply a place of production.
It is a culture. It is the ability to transform expertise, creativity and passion into something unique. It is the value of people who take pride in their craft. It is the opportunity to preserve a tradition while, at the same time, giving it new life.
That is why today I personally make my garments in Taormina. And tomorrow, as Laila Coslovich grows, I want to surround myself with talented, trustworthy people, especially within the community where I live.
Because my goal is not simply to produce more garments.
It is to create value through the growth of the brand.
And if one day Laila Coslovich succeeds in creating new employment opportunities right here in Southern Italy, I will feel that I have built something that goes far beyond simply creating a fashion brand.
Because true Made in Italy is not simply a label.
It is a story. It is a choice. It is a responsibility. It is the value of people.
And that is the story I want Laila Coslovich to tell.
Frequently Asked Questions
Why is Laila Coslovich a Made in Italy brand?
Because Laila Coslovich was born in Italy and its collections are developed through an Italian supply chain. The technical fabrics used for the garments come from a prestigious Italian company specialising in the sector and are selected according to rigorous quality and sustainability criteria. Today, the garments are handcrafted by the founder in Taormina.
Where are Laila Coslovich garments made?
Today, Laila Coslovich garments are handmade by the founder, Laila Coslovi Longo, in Taormina, Sicily. As the brand grows, the vision is to develop collaborations with local seamstresses and skilled professionals.
What makes Laila Coslovich different?
Laila Coslovich brings together tenniswear, tailoring, craftsmanship, technical fabrics and sustainability. Each design is created to combine feminine elegance with sporting functionality.
What fabrics does Laila Coslovich use?
Laila Coslovich uses Italian technical fabrics selected for their quality, comfort, breathability and performance. The collection includes sustainable fabrics carrying certifications such as OEKO-TEX® and the Global Recycled Standard (GRS).
Are Laila Coslovich garments handmade?
Yes. At present, every garment is personally handmade by the founder using a tailored, artisanal approach. As the brand grows, the goal is to progressively collaborate with skilled seamstresses and professionals in Southern Italy.
What is the connection between Laila Coslovich and Taormina's tailoring tradition?
The founder is the great-granddaughter of Nina and Giuseppe Russotti, who ran their tailoring businesses in Taormina for more than half a century. Nina created bridal gowns in her atelier on Via Calapitrulli, while Giuseppe created tailcoats, tuxedos and elegant tailored suits in his atelier on Corso Umberto. Today, Laila Coslovich represents a contemporary interpretation of that heritage through tailored tenniswear.
Does Laila Coslovich intend to continue producing in Italy?
Yes. The future growth of the brand is centred around building a network of Italian collaborations and, in particular, creating new professional opportunities in Southern Italy.
About Laila Coslovich
Laila Coslovi Longo is the founder of the Italian Luxury Tennis Couture brand Laila Coslovich.
Her passion for creating tailored tennis dresses began in 2014 and evolved into a fully-fledged brand in 2020. From Sicily, Laila has developed a distinctive vision of tenniswear that combines elegance, femininity, craftsmanship, technical performance, sustainability and Made in Italy.
She personally creates her garments in Taormina using Italian technical fabrics selected for their quality and sustainability and certified according to international standards such as GRS and OEKO-TEX®.
Her philosophy is Tennis Chic: not simply a trend, but a way of experiencing tennis through an elegant, distinctive and personal style.
Her vision is to grow Laila Coslovich while remaining true to its Italian roots and, over time, creating new collaborations and professional opportunities in Southern Italy.
Discover the Laila Coslovich Collection
If you share my belief in elegance, sustainability and Italian craftsmanship, I invite you to discover the Laila Coslovich collections.
Every garment is born from a story that began in Taormina, from a passion that started in 2014 and from the desire to transform tenniswear into something more: an expression of Luxury Tennis Couture Made in Italy.
Be unique. Play with style.
Discover the Laila Coslovich Collection