Last week, Antony Morato turned up the volume in Barcelona, renewing its commitment to the music world with the second edition of The Sound of Unity: a project that fuses talent, artistic expression, and fashion, born from the personal passion for music of the brand’s founder and CEO, Lello Caldarelli.
The Barcelona event, one of two secret parties in this year’s edition, brought together Indra Traferri, Nothoudaa, and Pedrose, who took over the booth after being handpicked from over a thousand submissions. To top it off, the brand also launched its new flagship store on Carrer dels Arcs 8 — why choose between retail and nightlife when you can have both? The new space marks the first step in Morato’s plan to open fifteen more stores across Spain by 2027. We caught up with Lello Caldarelli to hear firsthand how The Sound of Unity came to life and why music is still the most powerful connector.
The Sound of Unity has become more than just a music contest; it feels like a cultural statement. What inspired you to launch this project in the first place?
The inspiration for The Sound of Unity came from three main things: the desire to connect with our audience in an authentic way, Antony Morato’s link to music and nightlife, and my personal wish to support young talents. Music is a universal language and, together with fashion, it’s how many young people express identity. With this project, we aim to give visibility to emerging talents and strengthen our connection with a global, experience-driven generation. It’s about being part of a shared culture, not just selling a product, but offering an identity to live.
This year’s edition feels more ambitious than ever. What were the biggest lessons or takeaways from the first edition that shaped the evolution of the project?
The first edition taught us the power of authenticity: people connected with the sense of something real and inclusive. That shaped everything this year. We raised the bar with more visibility, international reach, and space for emerging DJs, because that’s where the future lies. The project became more participatory, more connected to those shaping the culture we speak to.
You’ve said music is a universal language. In your view, how does music intersect with fashion, and how does Antony Morato reflect that synergy?
Music, particularly clubbing music, has always been a theme linked to the brand image. Before, it characterised our events, the music in our shops, and the mood of our shoots, but was not told in a specific narrative.With The Sound of Unity, there was a concrete integration of music in the brand narrative and it was a choice to enrich our brand identity.
Music is not just an accessory, but a central element that reflects the values of innovation, creativity and inclusiveness. Antony Morato communicates with its consumers on multiple levels, connecting design to music and the global scene. This allows us to evolve as a brand that supports the passions of the public, remaining relevant in an increasingly dynamic and interconnected context.
Music is not just an accessory, but a central element that reflects the values of innovation, creativity and inclusiveness. Antony Morato communicates with its consumers on multiple levels, connecting design to music and the global scene. This allows us to evolve as a brand that supports the passions of the public, remaining relevant in an increasingly dynamic and interconnected context.
“Music is a universal language and, together with fashion, it’s how many young people express identity.”
The collaboration with Lele Sacchi and Nic Fanciulli seems very organic. How did those partnerships come about, and what do they bring to the spirit of the project?
The collaboration with Lele Sacchi and Nic Fanciulli came about naturally, as both artists perfectly embody the connection between music, culture, and style. They are not just iconic names in the international electronic scene, but individuals who share our vision: contemporary, inclusive, and deeply in tune with people’s emotions.
We chose to involve them because we wanted The Sound of Unity to be more than just a project. Lele and Nic brought authenticity, experience, and passion, helping to give the initiative a true soul. Through their music, we tell a story of connection, shared energy, and freedom of expression, all values that reflect the spirit of Antony Morato.
We chose to involve them because we wanted The Sound of Unity to be more than just a project. Lele and Nic brought authenticity, experience, and passion, helping to give the initiative a true soul. Through their music, we tell a story of connection, shared energy, and freedom of expression, all values that reflect the spirit of Antony Morato.
How does The Sound of Unity reflect and connect with the brand identity of Antony Morato?
The Sound of Unity is a natural extension of Antony Morato’s identity. It reflects our desire to go beyond fashion and engage with culture in a broader, more meaningful way. Music, especially electronic music, shares many of the same values we believe in: energy, freedom, individuality, and the power to bring people together. It connects fashion to music, to creativity, and to community.
You’ve mentioned that fashion is no longer just about possession, but experience. How do you see projects like this transforming the role of a fashion brand in today's cultural landscape?
Fashion today is not just about owning a product, it’s about living an experience. As a brand, we have a responsibility to go beyond aesthetics and create deeper connections with our audience. Projects like The Sound of Unity represent this evolution. They allow us to act not only as a fashion brand, but as a cultural voice that understands and reflects the passions of the new generations.
“The Sound of Unity is a natural extension of Antony Morato’s identity. It reflects our desire to go beyond fashion and engage with culture in a broader, more meaningful way.”
Beyond 2025, do you see The Sound of Unity evolving into something even bigger, perhaps a label, a platform, or a movement?
The ambitions for The Sound of Unity are directed towards growing the project organically with respect to the theme of music, but we do not exclude that it could also have other declinations. The themes related to brand identity are different, beyond music there is art and travel.
Music was our starting point. There is definitely potential in expanding this project to other areas. Our goal is to continue to strengthen the link between our brand and the artistic expressions that resonate with our audience. Expanding The Sound of Unity in other directions would give us new opportunities to connect with other cultural niches, further fortifying our identity. At a time when consumers are looking for brands that inspire them and share their values, the ability to stay relevant through projects that touch on different cultural areas will surely help consolidate our position as a brand of relevance in the long term.
Music was our starting point. There is definitely potential in expanding this project to other areas. Our goal is to continue to strengthen the link between our brand and the artistic expressions that resonate with our audience. Expanding The Sound of Unity in other directions would give us new opportunities to connect with other cultural niches, further fortifying our identity. At a time when consumers are looking for brands that inspire them and share their values, the ability to stay relevant through projects that touch on different cultural areas will surely help consolidate our position as a brand of relevance in the long term.
Finally, if you could describe the spirit of The Sound of Unity in one word, what would it be and why?
If I had to describe The Sound of Unity in one word, it would be community. Because that’s what this project is truly about: creating a space where people connect, share the same values, and express themselves freely. It’s about the energy that comes from being together, the talent that emerges when different creative minds meet, and the sense of belonging that defines today’s cultural landscape. The Sound of Unity is more than music and fashion: it’s a community in motion.
