In the world of children’s fashion, few brands weave story and soul as delicately as C’era Una Volta. Founded in 2015 by designer Emanuela Nurra, and co-led by Managing Director Paola Talamini Minotto, the brand brings a poetic sensibility to children’s clothing, with timeless silhouettes and emotionally resonant storytelling at its heart.

From its headquarters in Shanghai, the label has quietly grown into a global presence, carried by more than 80 of the world’s finest multi-brand boutiques across Europe, North America, the Middle East, and Asia. Yet at its core, C’era Una Volta remains rooted in something deeply personal — a story of friendship, heritage, and the poetry of childhood.

Each of the brand's collections are an invitation to slow down, to remember, and to feel. From Sardinian memories to Japanese minimalism, every piece tells a tale — not just of heritage, but of emotion, imagination, and connection. In this exclusive conversation, Paola Talamini Minotto opens the door to the world of C’era Una Volta, sharing its story, creative approach, and vision for the seasons ahead.

LNB: How did C'era Una Volta begin, and how has its story evolved since then?

Paola: C'era Una Volta was born from Emanuela’s deep love for design and craftsmanship. It started simply — creating clothes for her daughters in Shanghai, then for friends. One day in 2016, we met by chance in our favourite bakery. That led to a friendship, then a shared project, and by 2017, we had started building the brand together.

Today, C'era Una Volta is an Italian children’s wear label with global distribution — present in over 100 of the finest boutiques across Europe, the US, Canada, the Middle East, China, Japan, and South Korea. But no matter how much we grow, the heart of the brand stays the same: storytelling, emotion, and craftsmanship.

LNB: What role does storytelling play in the brand — from the name to the collections themselves?

Paola: The name C'era Una Volta — “Once upon a time” — says everything. It’s how we begin every collection. It reminds us that each garment starts with a story: rooted in Emanuela’s Sardinian heritage, shaped by emotion, and finished with care. Storytelling is not just part of the design process — it is the design process.

Emanuela’s travels have also left a mark. Years in Japan inspired a love of clean shapes, minimalism, and architectural rhythm. Our collections are a meeting point between memory and discovery — where the past is honoured, and childhood is reimagined with softness and simplicity.

LNB: How would you describe the values and design philosophy at the core of C'era Una Volta?

Paola: Everything we create is guided by emotion, intention, and integrity. We believe in storytelling through craft, in heritage, in timelessness. We make pieces that feel poetic but practical — beautiful and wearable, quiet yet full of soul.

Comfort is never compromised. We work with soft, natural fabrics that are kind to the skin, and we design silhouettes that allow children to move, play, and feel free. Details matter deeply — a button, a seam, a lining — these are the elements that make a garment meaningful.

We also define sustainability through longevity. We don’t follow fast fashion — we create pieces worth keeping. To us, sustainability begins with making something emotionally valuable.

LNB: If you had to summarise your future vision in three words, what would they be?

Paola: Made with Love. Made with Care. Made to Last.

LNB: Can you tell us about your most recent collection?

Paola: Our SS26 collection is called Sardinia, by Heart. It’s a tribute to Emanuela’s roots — a collection full of tactile memories. Each piece is inspired by fragments of her childhood: the floral baskets from Sardinian villages, hand-finished crochet once made for a wedding trousseau, the scent of sun-dried linen. These aren’t just references — they’re keepsakes transformed into clothing.

The textures feel lived-in yet precious. The colours reflect Mediterranean light. The silhouettes, though nostalgic, are airy and modern. It’s a collection made not just to be worn, but to be remembered.

LNB: Who do you design for — and how do your customers connect with what you create

Paola: The C’era Una Volta girl is imaginative and free — the heroine of her own fairytale. Her parents value longevity and meaning. They’re not looking for fast fashion, but for garments that reflect the beauty of childhood and that can one day be passed down. Our pieces become part of a family’s story.

We often hear from families who treasure our pieces long after their children have outgrown them. That’s the kind of connection we strive for — something felt, not just worn.

LNB: Can you share more about how and where your collections are made?

Paola: We work with trusted ateliers close to our headquarters in Shanghai, which allows us to maintain close relationships and full oversight. Our suppliers know our standards and values — and we visit them regularly. It’s a collaborative process built on trust, which leads to exceptional craftsmanship.

LNB: As the brand grows, what are your current priorities?

Paola: We’re focused on growing thoughtfully — expanding into Australia and New Zealand, while strengthening our presence in Europe and Southeast Asia. But growth will never come at the expense of our values. Our priority is to stay true to our identity: poetic design, careful production, emotional storytelling.

We’re also excited to explore more sustainable materials and to continue evolving creatively — adding layers of magic and wonder through textures, colours, and subtle details.

LNB: Is there a dream project or next chapter you hope to bring to life?

Paola: One dream is to create a space — maybe a boutique or pop-up — that brings our world to life. Somewhere people can step into the story, touch the fabrics, and feel the universe of C'era Una Volta around them.

We’d also love to collaborate with artisans around the world — creating a collection that blends our timeless aesthetic with traditional techniques, giving visibility to craftsmanship that deserves to be celebrated.

LNB: And finally, what does success look like for you today?

Paola: Success used to be about creating something beautiful and well made. Today, it’s also about responsibility — to our customers, our partners, and our planet. It’s about creating meaning, building relationships, and leaving something lasting.

Made with Love, Made with Care, Made to Last 

To Emanuela and Paola, it’s clear that success is about creating something meaningful — a brand that mothers trust, children adore, and future generations will remember. 

Today, C'era Una Volta stands not just as a fashion label, but as a living narrative: one stitched with feeling, guided by craft, and held together by a quiet kind of magic. A universe built from emotion, family, and the belief that childhood deserves to be honoured with tenderness and intention. Every collection begins with a memory and ends with a garment that speaks — softly, soulfully, and across generations. 

In a world overwhelmed by fast fashion and fleeting trends, C'era Una Volta reminds us that some of the most precious things still begin with the words: Once upon a time…

To learn more about the brand's collaboration with LE NEW BLACK, download the case study.