Like in Free Fall: Life Without Filters

How many likes do we give in a day? Scrolling through social media has become much more than just a habit; these platforms have turned into spaces for information, discussion, and discovery. They are now indispensable tools for anyone with a story to tell. Modern times have transformed social media into an infinite space where even the most distant stories are accessible — and, most importantly, open to questioning.

A post is more than just an image. Those familiar little icons serve as a direct bridge between content and its audience. Thanks to this connection, we can interact with people, communities, brands, and celebrities. But before we even click on the speech bubble to start a conversation, there is one action we all take first: we tap the little heart.

What does a like really mean?

At its core, a like is a simple gesture: a quick way to say yes to a piece of content. The more we do it, the more that content gains visibility, reaching new people who can then choose to approve it or scroll past.

However, likes can take on a different role — or rather, they can be given a different purpose. The way users express their preferences shapes what appears on social media. Viral content is what garners the most hearts, comments, and views. The more we engage, the more that type of content is created and reproduced.

This system exists to make us happy, constantly offering content tailored to our tastes. But in this context, where does diversity fit in? Where can we find originality, authenticity, and, above all, something truly new?

Luckily, no matter how seemingly unbreakable the structures of the digital world may be, people will always have the final say. Over time, many have started questioning these dynamics, carving out spaces for authenticity — even in an environment overwhelmed by the relentless pursuit of perfection.

For a long time, social media made it seem impossible to age, to show real bodies, to display unfiltered lives. It turned the raw, everyday reality of people into a carefully curated, polished version of itself. And how often has the number of likes determined the value of a story?

Well, social media users have had enough. Enough with the obsession with approval. Enough with carefully crafted lives. Enough with the suffocating pursuit of perfection. Real people are far more interesting, and their stories are more captivating than any filter. That’s why we see artists like Lucio Corsi at Sanremo, who “wanted to be tough” but instead walked onto the Ariston stage wearing shoes inspired by Andy, the kid from Toy Story. And why Coma Cose sings about chasing a “modern spark” while getting lost in likes that take away the joy of “getting it all wrong.”

Losing the joy of making mistakes means losing the opportunity to learn, grow, and discover something new. And in a digital world where algorithms keep feeding us what we already know, we’ve decided to embrace the unpredictable: a story built around real people.

In the fashion world, we often hear about timeless style. Trends come and go, they say, but style is made to last. Not because it never changes, nor because it pleases everyone in the same way—but because it is created by people. Human creativity is the true secret ingredient of style, and we have chosen to offer clothing that goes beyond the like, telling real stories about real people. Similarly, we’ve decided to engage with our audience in a way that surpasses the fleeting attention span of social media. We have a lot to share, and we want to share it with you.

At Gruppo Teddy, our vision of beauty, expressed through our designs, is rooted in respect for authenticity. We don’t create stories of perfection — we celebrate individuality. Beauty and diversity walk hand in hand, and through fashion, they take on the power to create unique styles, moods, and expressions that chart their own path.

Beyond the like, there’s the value of a story — made up of faces, mistakes, fresh starts, real encounters, and desires. And that kind of story connects us far more than any little heart icon ever could.

There’s more to it, though. Sometimes, the sheer number of likes we receive can create an illusion of security — just like a filter that hides imperfections, seemingly offering us the best version of ourselves. As major tech companies begin to question the risks of over-reliance on these systems — especially for younger generations — we aim to offer a different perspective: one that encourages people to love who they are, to embrace their real image rather than an idealized version of themselves.

Growing and improving as individuals are values we wholeheartedly embrace. In this sense, fashion becomes a powerful tool for self-expression and self-discovery. But our invitation is to tell real stories through what we wear — because those are the only ones we can truly connect with, the ones we will never stop wanting to explore.

In everything we create, in everything we believe in, we put our heart into it.