We have to start thinking of fashion as a game. A women's game

[Simona Iulini writes exclusively for VerveOnline]

Does one of your most enduring childhood memories include trespassing the sacred space of your mother's wardrobe, opening all her drawers, and experimenting with quirky combinations? And in a vain attempt to look older, wearing high-heeled shoes with pearl necklaces and more bracelets than your arm could possibly hold?

Well, the latest trend that has emerged in the last few seasons should be right up your alley. Given that the 'one designer's look' is now passé, we are definitely authorized to experiment with clothes, scarves and shoes… and mix them up for unique, individual style statements.

In my opinion, shoes and jewellery still dominate over all other accessories. I usually advise my clients not to take clothes too seriously, and to play with them -- using their vintage pieces with the latest designer must-haves, or a designer skirt with a store-bought, high quality jacket. Details are of primary importance. Even something eternal like the long, black evening dress has the potential to become boring if the right accessories do not accompany it. Or, it can be turned into a stunning evening outfit with dramatic effect.

Italy is one of the leading markets for design, and jewellery plays a big part. From the 'serious' stores to the 'fashionable' ones, its importance is underlined by the fact that almost every top Italian designer has created his own jewellery line. Some design specifically for the younger crowd, while others use precious stones and white gold for an elegant, sophisticated touch.

Apart from the stunning designer collections and jewellery from high quality shops, (the perfect place for husbands to buy gifts!) there are plenty of opportunities to play with stones, their myriad shapes and colours to create a private collection and in the process, to deal personally with the designers.

Two of them are my favourite.

Daniela De Marchi is one of the most eclectic artists today. Despite being young, she has already emerged in this competitive market as a promising new talent with her trademark style. Her atelier, more of a private, comfortable sitting room than a sterile store, creates the perfect atmosphere to explore her collection, one that defies fashion and time. It's sensual, inspired by nature, and timeless. Metals like brass, bronze or silver are very creatively combined with natural stones. But what I really appreciate is the opportunity Daniela gives customers to tailor-make their pieces and create a private jewellery collection based on their favourite shapes, materials or even better, the colour of their eyes.

Cosmopolitan, modern, stylish and super cool is Dendara, the new collection of Claire Chung. Her jewellery and handbag collection cannot be completely appreciated without understanding the woman behind the collection -- her history, her life. Besides a very approachable, amiable nature, Claire has an impressive curriculum vitae. She started off in the contemporary art field and has worked in London, Paris and Hong Kong. A veritable citizen of the world, she has finally made Italy her base and found her calling creating a jewellery line that perfectly complements the modern woman. And now, is widening the scope of her work, with a stunning handbag collection. The result of the combination between Claire's innate sweetness and her leading role in the international market, is a sophisticated view on life and a very deep consciousness that is reflected in her work.

I think this is fast emerging as the modern approach to shopping. Being Italian, I can feel the positive aspects of a market that encourages direct dialogue between the proprietor of a store and the customer. A more customer-oriented market is crawling up on the massive, more formal one. The possibility of finally finding something unique is the reply to a market that has made us all into the same, clone-like versions of each other. Here in Italy, we have plenty of artists with the ability to produce high quality products with a more personalised design and above all, a much-required personal touch. There are plenty of artists, like Daniela, who offer a different perspective of fashion.

In these collections, I can sense the joy of creating something new and different, something that is unique from woman to woman. Fashion is and has to be a woman's game, which allows her to manifestly explore her creativity and formulate an individual style.

After an Architectural degree in Turin, Italy, Simona moved to London where she worked for well-known interior designer Ashley Hicks. She then shifted back to Milan working first in Giorgio Armani's public relations office, then in Romeo Gigli's, in charge of foreign press. After having a baby she chose to run a personal shopping agency, choosing a job that matched her background and didn't conflict with family life.

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