Creative Director, Federica Mora, is the woman behind the brand Tela. Currently based in Verona, she had been working into product merchandising of international brands such as Max Mara, Cerruti and Dolce&Gabbana. Max Mara and Cerruti, precisely, influenced her tailoring background. In 2009 she founded Tela aiming to express a contemporary look trough a constant balance between classic cuts and contemporary shapes, always with a clean and minimal approach.

The brand named TELA arises from the fabric weaving terminology, where “TELA” (in Italian) stands for a simple fabric construction, which though simple implies a texture. In the Italian language, TELA is a feminine noun and femininity is also the brand mission: feminine and minimal at first sight, yet informed by a careful research.
A TELA, a plain woven fabric, it has always the same front and back with the same aspect. It shows itself as it is and it makes you think of a genuine product, which originates from good taste rather than being thought - conceptual. In Italian, TELA also means painting canvas, and as such, it is an expression of a mood, of a feeling, of an art. In the tailors’ jargon the word TELA is used to mean the first prototype, by which you get a first impression of what the final garment may look like. The concept of TELA carries intrinsically an idea of versatility, being a material which can be, dyed, printed, washed, ripped, ironed etc...
TELA is also equivalent to a new project, as a first concept to a book writer, as a white canvas could be for a painter. All this does not imply that the project is anonymous or generic, albeit the opposite, it expresses its potentiality.