In a city where style thrives on contradiction, Flavia embodies the essence of 10:AM. She describes 10:AM as existing between the timeless elegance of the Upper East Side and the bold spirit of the East Village. For her, fashion is about quality that lasts and statements that feel authentic. Much like 10:AM, Flavia believes in creating a wardrobe that balances classic durability with effortless self-expression.
Q: If 10:AM were a New York neighborhood, which one would it be and why?
A: Something that is classic and does not care too much what others think. I think it might be the east village or the upper east side. Those might seem contradictory, but I think 10:AM lies somewhere in between.
Q: When choosing what to wear, what matters more—quality or statement?
A: Quality always. The older I get, the less I want to buy and the happier I am when my pieces prove to be great quality. Sure, if I buy something new, I want it to add something to my wardrobe, but it equally needs to be timeless. So one could say I believe in timeless statements.Â
Q: How does living in New York shape your personal style?
A: I’ve stopped caring to be ‘original’. No matter how cool I think my outfit is when I leave the house, chances are you will see at least 5 people wearing something that’s more out there or novel. It’s a great problem to have, because you will never run out of inspiration here. Since living in New York I just wear what feels like me; if that happens to be what other people are wearing, so what. And if nobody else is wearing it because they think it no longer is trendy, equally so what.Â
