Le(s) Friche
The Word – “Friche” is a word from the Marche dialect (Macerata and Fermo areas) used to refer to little girls and young girls. But it is not just a nickname: it tells a story of character, liveliness, and a certain local cleverness.
The Landscape – In the Marche region, the friche are the protagonists of village squares and courtyards: curious, sharp, and independent. The word carries affection and irony, but also the recognition of a strong personality from an early age. A fragment of everyday life that becomes language.
The Translation – Le(s) Friche – C’est Chic.
The Play – The word meets pop culture and becomes a mash-up: from Marche dialect to 1970s disco. A direct reference to “Le Freak, C’est Chic” that transforms the friche into contemporary icons, somewhere between global glamour and local folklore.
The Visual Interpretation – The graphic design plays with dynamic lettering built through positive and negative space, creating rhythm and visual movement, enriched with floral details that add lightness and a playful pop touch. At the center appears the protagonist: the “frica”, a chic and contemporary character, confident and effortlessly cool. A figure that embodies the spirit of young girls — lively, independent, and stylish — transforming a village word into a visual icon where irony, fashion, and identity meet. Part of the WhatYouSay research project on the language of places.
The Object – The perfect accessory for those who love to shine, with an irony that mixes Chanel attitude and Marche grandma energy: Le(s) Friche (C’est Chic).
A fresh, lightweight mini tote with a strong identity: street, pop, and irresistibly local.
Black mini tote bag in 100% organic cotton canvas, heavyweight fabric 340 g/m², designed to accompany you everywhere. Lightweight, durable, and versatile, it is perfect for concerts, festivals, aperitifs, spontaneous trips, and days on the move. To carry your essentials — and a little piece of your personality.
Hand screen-printed artwork, original MarcheLove illustration.
Dimensions
Height: 21 cm
Length: 26 cm
Width: 10 cm
Project Note / Marche Love – WhatYouSay: This object originates from the WhatYouSay research project on language and territorial identity. Marche Love collections transform living words into contemporary forms.
Discover the full story → read the article
Local heat. Global beat.
Not just a tote bag. A way of being.
