Do you really “love your curves”?

When fashion is becoming “democratic”

During one of his rare interviews, Zara owner Amancio Ortega has always remarked that his brand strength consists in having quick reactions to consumers’ demands, and no advertising.  Well, maybe  it would have been “Better to remain silent and be thought a fool than to speak out and remove all doubt” also this time.

Let’s go back to last week: the Irish radio speaker Muireann O’Connell posted on her Twitter account last Zara campaign picture with a vitriolic comment – “You have got to be sh**ting me, Zara”. Actually, according to her absolutely Irish red hair and not properly skinny body, it seemed to be so: the leader of the Inditex Group was making fun of her and the majority of us. In fact, where the slogan says “Love your curves,” the models wearing Zara curvy jeans are fitting a size 36.

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Zara jeans campaign – Credits: Twitter

There’s something weird, it’s true. However, thanks to O’Connell’s tweet, a still unknown photo has become viral through social networks – the best place to share criticism and indignation in 21st century. Moving from the ironic “Love curves? Which curves?” to more fervent philippics about anorexia and a bad example for young generations, on the other hand a crowd of suspicions has alluded to a voluntarily ambiguous marketing and communication strategy. You know, there is only one thing in the world worse than being talked about, and that is not being talked about at all.

Whatever the hidden goal, the controversial advertising seemed not to have paid attention to what’s going on in the real fashion world. First the consecration of Victoria’s Secret Angels with their healthy, sexy and feminine silhouettes, then a star named Gigi Hadid has born even if she is a 86-64-89 model. Finally, the giant of fashion editorial industry, Vogue US, celebrates women overcoming the ancient prejudice based on the correlation “skeletons – models”.  The March 2017 cover story is an hymn to beauty and its revolution: starring current fashion and social icons such as above-mentioned Gigi, plus Ashley Graham, Kendall Jenner and the Italian Vittoria Ceretti, what stands out is the motto “No norm is the new norm”.  A trend that Dolce e Gabbana had already caught in their early runways and relaunched during the last Milan Women Fashion Week, when one hundred fifty men and women of every ethnic group, height and size run the catwalk under the hashtag #realpeople.

It looked like stone age, but it was only in 2012 that Dior excluded Jourdan Dunn from the fashion week because of her generous breasts. It’s time for real women to get their revenge.

Back to the last week’s episode, maybe Mr. Ortega and his marketing consultants should take a walk to one of  Zara’s shops in Italy. They would be amazed by the amount of S and XS sizes still on sale.

Alessandra Petagna

Cover ImageVogue Magazine

Sources:

The future of luxury brands: personal platforms and social media.

Do you know what the forced compliance theory is? It describes the unpleasant feeling that results from believing two contrary ideas at the same time, concentrating on the tendency that a person is induced to do something that might be contrary to his or her opinion in order to avoid dissonance.

Not so easy to understand, right? Actually this paradigm is widely used in marketing by inducing consumers to do something for a brand, an action expected to enhance and to amplify their attitudes towards the brand itself.

An important indicator comes from the social media world.

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Few days ago, Snapchat debuted on the stock exchange for a value of 25 billion dollars reconfirming the enormous power this platform has; it is by far the best place to reach the generation Z which is very fragmented and has a huge media consumption.

But how to engage them? Lets analyze this phenomena together.

Burberry planned everyhing in advance.

Art of the Trench, Burberry’s first social network step, was released in October 2009: it main goal was to stimulate the consumers by interacting with the brand itself, focusing on the ability to create content and to bulk a sense of belonging and affinity: anybody had the possibility to became a brand ambassador, posting pictures of themselves wearing Burberry’s clothes.

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The brand went forward, leveraging on continuous challanges of innovation, reinventing new customer values, and getting tuned with 21st century technologies.

It was 2010 when Christopher Bailey (chief executive and creative officer of Burberry, ndr) launched the project Burberry Acoustic: consumers could register on live.burberry.com and watch session of performances by new and emerging British bands wearing Burberry garments mixed in with their own clothes.

But all that glitters is not gold. A brand image can be ruined by a poor management of the site in any moment through:

  • Absence of a real daily interaction between the brand and its followers;
  • Lack of a deep and meaningful brand experience by seeing photos of others in the same outfits;
  • Not keeping social networks fresh and relevant.

This push towards social media marketing stands to be a positive one only if it is strictly connected in a customer-focused brand strategy.

Burberry also went beyond live streaming: during the SS 2016 fashion show, with a “public” of 100 million accounts, it shared pictures of the entire collection on Snapchat before its debut on the runway.

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How to take advantages of this super active audience? The brand offered a made-to-order catwalk service, selling runway pieces collection online immediately after the show ended: remeber that the final and ultimate goal is to bring the customers closer to the brand.

The last in.

Few days before the Paris Fashion Week 2017 Céline joined Instagram for the first time, reaching more than 50,000 followers after only one day. The French maison was the only one among all the other luxury brands that had snubbed the power of social media: it was not present  on Twitter and Facebook, something pretty strange for a luxury fashion brand nowadays.

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The capacity to keep these spaces active is fundamental to defining the macro-strategies used (such as coherence, interaction with the public, a dinamic scenary, etc).

The brand is seen as myth, as a lifestyle. It is strongly related with its heritage, proposed and celebrated through evoking a precise way of living.

The new CEO Séverine Merle has brought a more fresh approach to the brand, planning also to open an e-commerce website and test the results of the sales online within the end of the year.

Using the influencers to capitalize more.

An amazing idea came from the minds of Dolce&Gabbana: during their SS 2017 presentation, they manage to make the catwalk alive with diversity, sizes, shapes, ages, races.

Now the audience and the final customers are changed, and also the luxury world must adjust itself.

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A significant number of people appearently unknown, famous on social media, children-of, influencers or bloggers: they weren’t professionals, but the presentation was still unique.

The Tommy x tommy-tmygrl-iphone-1200x1170Gigi collection
made by Tommy Hilfiger in collaboration with the super model Gigi Hadid used Facebook’s first conversational shoppable experience.

It is an artificial intelligence that answers questions about the collection on Facebook Messenger, adds items to the user’s cart, and sends them to tommy.com to complete the purchase. The tool aim is the one of copying some of the features on China’s massively popular and sales app, WeChat.

Of course these partnerships can achieve engagement, but the actual conversion rate to sales is not garanted: only about 1,5% of online sales in 2016 can be attributed to social media, even if 75% of customers discover products there. Brands therefore consider Facebook, Instagram and Snapchat as media and advertising tools, with the hope that they will be also turned into e-commerce platforms.

The fashion, luxury and haute couture sectors are characterized by a strong and intensive presence on the social media. We can define this sociability form as a vertical one, represented by high respondance taxes of users who express in an emotional way the attachment to a brand, without creating a real flow of conversation between each other or the brand.

Even if they’re not buying, your customers want to talk to you and about you.

Burberry films its S/S 2014 show using the iPhone 5S

Anna Bizzozero

References:

BoF

Pambianco

Digital PR

Digiday Publishing Awards Europe

Collection Trends

Burberry

Céline

Dolce & Gabbana

#Makelovenotwalls

The day after the executive order on the Immigration Ban has been signed at the end of January, many brands have chosen to distance themselves from the new American President’s direction.

From the Nike Ceo Mark Parker who affirmed that: “Nike believes in a world where everyone celebrates the power of diversity. Regardless of whether or how you worship, where you come from or who you love”. To Francois Henri Pinault, French Ceo of Kering Group, who claimed that: “Diversity of origin, opinion and belief is part of our identity and our success.” The corporate world spoke out against Trump’s politics and even Diesel, one of the Italian heavyweight of fashion, did not hesitate to take its position.

Choosing not to stay silent, the Denim Brand has just launched a new provocative campaign: #makelovenotwalls. Directed by the iconic artist David LaChapelle, the latest SS17 advertising, aims to break down barriers in a moment in which hostility and fear seem to prevail over every other emotion. An exuberant clip and a colourful series of images able to communicate a meaningful storytelling around this theme is exactly what the photographer has been able to create. The wall, symbol of physical and mental separation, is destroyed by the dancers that leave behind them a heart-shaped hole. People are finally reunited all together in a peaceful atmosphere in which colours and flowers are spread everywhere. The video, that ends with the fulfilment of love through the marriage of a gay couple, becomes in this way a clear symbol of tolerance and acceptance of others. Moreover, the androgynous queer Kariseveral, as well as transgender like Raja, Laith Ashley and Octavia Hamlett, have been selected by Diesel to underline the message of the campaign.

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LaChapelle, who in 1991 already produced another emblematic campaign showing two sailors kissing each other, has once again helped the Company to push itself over the edge. As the brand’s artistic director Nicola Formichetti affirmed: “Diesel has taken a strong position against hate and, more than even, we want that the world to know that.”

The colourful inflatable tank featured in the ad, has just begun to tour the world, starting from London, before coming to Milan this week and continuing to Shanghai, New York, Berlin and Tokyo in the next months. The typical symbol of war is therefore emptied from its original scope and revisited as a sign of hope, that travels the globe to share its message of love. What historically has always divided, with Diesel is nowadays used to connect. So, if being provocative is nothing new to the brand, what should we expect for the future?

Elena Bruni

Credits:

youtube.com/Dieselcampaign

ss17.diesel.com

racked.com/beauty-react-trump-immigration-ban

In Carrie’s shoes

Manolo Blahník is conquering Milan with The art of shoes at Palazzo Morando

I have always loved the expression “be in someone else’s shoes”. Truly, I would have loved it more if I had ever had the chance of wearing Carrie Bradshaw’s ones. However, I have never walked down 5th Avenue in New York, I haven’t already met my Mr. Big and I usually wear flat boots.

By the way, I have good news for whoever grew on bread and Sex & the City like me: don’t panic, girls, you can live your dream!

From January 26 to April 9 Palazzo Morando is celebrating Manolo Blahník and his forty-five years of career with the exhibition “The art of shoes”, which allows visitors to see eighty drawings and two hundreds twelve of the Spanish designed most iconic shoes and discover a selection of ancient footwear coming from the archive of Palazzo Morando – Costume Moda Immagine. Soon also in Saint Petersburg, Prague, Madrid and finally Toronto in 2018, the King of shoes could have launched his retrospective nowhere but in Milan: the whole show is a tribute to his Italian sources of inspiration – and to Franca Sozzani, as he said during the opening event.

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Someone – please, read it as “men” – may ask: “Why should I go to this exhibition if I’m not a shoes – addicted?”. My little naïve friend, you should because Manolos mix art with fashion. The legend told us that the teenager Blahník made his decision of creating shoes after having been caught by the perfect proportions of the feet in the Greek sculptures. Indeed, his interest in art and architecture has strongly influenced his collections: he has often “stolen” Goya and Picasso use of colours and reinterpreted shapes and movements from Classical and Baroque geometrics blinking an eye to contemporary artists and designers.

Fascinated by the cinema industry due to Luchino Visconti, he collaborated with Sophia Coppola for Marie Antoinette in 2006. Just 16443381_10212272778762650_1003628768_n
a request: “We want her to be sexy”. So he did, as you can realize in the Gala area of the exhibition, where sequences from the movie show the moody Queen focused on eating as much brioches as she can and surrounded by shoes.

Pleasantly impertinent, ironic and unpredictable like his Avion ballet flat, Manolo Blahník’s key of success lies in his golden rule: “Have fun – but please do not wear sneakers”. And in the way he makes women feel, of course. We love Manolo because he loves us, as his long list of muses proves – from Brigitte Bardot to literary heroines such as Madame Bovary and Anna Karenina. Since he loves us, he is fully aware of our weaknesses – you know, diamonds and gems are girls’ best friends but our hearts can melt for some flowers, and they are evergreen in his collections. For the same reason he is so sensitive to perceive the way a pair of shoes can make us feel more confident, feminine, provocative and independent. Manolos can shock and speak louder than words.

So what are you still waiting for? Maybe you won’t ever spend more than 800 euros for a pair of Hangisi, but thanks to The art of shoes you could feel a Milanese Carrie Bradshaw for a while. Only by paying 10 euros – and without taking the risk of falling off twelve centimeters of amazing heels!

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Alessandra Petagna

 

Credits: Palazzo Morando – Costume Moda Immagine

Fashion & Young Subcultures

How fashion brands ride the wave

Since the dawn of time, social and cultural habits have been the main driver on the definition of style and fashion trends.

The relation between society&fashion has been always so strong and important that in the years the fashion brands arrived to gain the role of “social border definer”, and we are not talking about the healthy status definition classically made up by luxury brands, but about cultural tribe status definition.

Fashion brand marketing departments arrived to understand how in the Postmodernity era people set indipendence and individuality as their prior, but at the same time try to belong to several different tribes with a specific style code and a relative niche market.

Thinking on the success of fashion luxury brand like Prada, originally borned to dress the new strong woman fighting for the feminims emancipation during the ’70, we can understand how this relation changed in the last decade with the emerging of young subculters that does not come from real underground social movement but from the Web.

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(Miuccia Prada during a nonviolent protest pro women rights in ’70)

Starting from this point, if is true that social network and blogs are the new spaces of integration for our society, is also true that these spaces are governed and regulated by fashion brands that fill the channels with their advertising, give style dogma through influencers and create new young subcultures like Witch House, Vaporwave, Soft Grunge and Health Goth.

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( Seapunk Facebook Community)

Facebook, Instagram and Tumbler are the new “manifesto” of that subculture on which many fashion brands decided to invest creating dedicated collections.

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(Alexander Wang with his last Collection in Health Goth Style)

These subculters does not came from artistic, political or social identity, but only from a style identity imposed by fashion brands with social-art fanciful ambitions.

For those who think that it’s a market related only to mass-market brands, the analysis of brand like Y-3 or Vetemens could be helpful to understand how also luxury fashion brands are involved in to this process.

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Vetements is one of the refernce brands for Normcore subculture with the iconic DHL T-Shirt selled at a price of 245€, while for the Health-Goth  the Y-3 Qasa High are the must-have training shoes, selled in the shops at a price of 390€.

How counterfeiting affects the luxury market

Counterfeited and pirated goods accounted for up to 2.5 percent of world trade, $461 billlion, demaging companies and state coffers.

The trade in fake products has also worsened in the past decade. The organisation for Economic Cooperation and Development (OECD) in previous study of 2008 estimated it up to 1.9 percent of the world imports, $200 billion.

Recent studies assert that the impact of counterfeiting is greater for rich countries, where most of the companies, making the higlhy desiderables branded goods, are based. European Union imported up to 5 percent of fake goods in 2013, $116 billion.

Same studies appoint China as the largest producer of counterfeited products. The reason of this increasing phenomeno can be found in the emergence of globalised value chain and in the booming e-commerce as distribution channel.AAEAAQAAAAAAAAQuAAAAJGVmZDNiM2Q4LWM4MzItNDY0MS1hMGVlLTRhZTkxZjdkYTU2MQ

Just few days ago the counterfeiting issue came up on magazines because Alibaba, the Chinese e-commerce giant, signed to become member of the International Anti-Counterfeiting Coalition.

The reaction of some brands such as Gucci and Michael Kors has been very strong and determined. The outrage over Alibaba’s membership raises fresh questions about how effective Alibaba has been in fighting fakes as it pushes to take its e-commerce juggernaut global.

Gucci, along with other Kering Group brands like Balenciaga have quitted the International Anti-Counterfeiting Coalition and they are suing Alibaba in the New York federal court. The Kering’s brands accuse Alibaba of knowingly encouraging and profiting from the sale of counterfeit goods on its e-commerce platform.

Alibaba answered to this strong accuse just saying that it is a “wasteful litigation”.

As result of the difficult situation by last Saturday Gucci’s name had been struck from the IACC’s website and Alibaba’s membership falls into a special category, without leadership position and voting rights. The Chinise e-commerce giant asserts that being still effectively member of the IACC would allow it to work more closely and effectively with brands to proactively enforce intellectual property rights.

All that glitter is not gold

Looking at the Luxury world, where everythings is excellence oriented, is not difficult to realize that it is facing a period of big changes.

Many different trends lead, with their own role, the Luxury environment generating confusion and at the same time creating new paths and opportunities for future challenges.

A new calendar is going to replace partially the traditional one. The “Luxury Institution” is probably trying to get closer and closer to its customers and the See now-Buy now approach, which is having a wide and spread approval among brands which belong to the fashion field in the premium and luxury levels, can be considered the proof.

The trend which has been launched by Burberry and shared by other brands such as Michael Kors, Tom Ford, Tommy Hilfiger and Brioni with its new creative director Justin O’Shea, has became a huge issue to face, which could change the logic behind the “luxury experience” and the traditional organisation of the supplay chain.

Prada, Alexander Wang, on the other hand, have preferred to catch the new wave in a partial way. They launched for the FW-17 small capsule or just few pieces , part of their main collections, talking not about ready to wear, but ready to live, available just in the most important flagship stores all over the world. Artistic directors such as Arnaud Vaillant and Sebastien Meyer defined it “a common sense decision”.

Another significant new will affect the traditional calendar, Gucci’s creative director Alessandro Michele, beginning in 2017, will present one unified collection on the runway each season, he wants to integrate women’s and men’s fashion shows.image1

Alessandro Michele said in a statement

 “It seems only natural to me to present my men’s and women’s collections together. It is the way I see the world today”.

Gucci has been followed by Bottega Veneta and Marras in the decision to merge woman’s and man’s collections in the same catwalk.

How can these trends be defined now that they are drivers into the Luxury market?

Can they be considered as the natural effect of the fast-evolving approach which has always characterized the fashion field? Or is more about a way to escape the difficulties that the Luxury field is experiencing?

ARTcommunication

It is famous all around the world, it is inspirational for anyone loving art and it is just located in the very heart of Italy, Florence:

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The Birth of Venus (1482-1485) by Sandro Botticelli 

The “Galleria degli Uffizi” in Florence is an absolutely must as it is one of the most famous museums in the world. Visitors enjoy famous artworks and masterpieces in an historic building from 1574 representing Italy’s highly architecture excellence as its best. Botticelli, Giotto, Cimabue, Michelangelo, Leonardo da Vinci and Raffaello are just a few names showing the dimension of exclusive artists and the greatness of a collection which is focused on the Renaissance and the time between the 12th and 17th centuries.

The museum explains the meaning of Botticelli’s Venus by using the approach of the Neoplatonic philosophy. Therefore the painting can be seen as showing “the birth of love and the spiritual beauty as a driving force of life.” So Sandro Botticelli is not just called a simple painter. He’s described as “one of the greatest poets of the line and drawing”.

 

‘Painting is poetry that is seen rather than felt, and poetry is painting that is felt rather than seen.’ (Leonardo da Vinci)

 

While I was standing these days in front of the “Birth of Venus”, celebrating the view as a luxury moment, I was questioning myself:

What else communicates art and galleries nowadays than just culture, beauty and inspiration?

Businesses today are looking at interesting ways to reach out to quality audience,” said Sanjay Sharma, one of the international management at global auction house Christie’s in an interview  with the Economic Times Magazine. He describes Art as becoming an increasing communication tool for luxury brands to reach the upper class which invest in high-end art. Nowadays art galleries and auctioneers are seen as partner channel with a specific function:  To access to the target group and exchange knowledge and awareness.

Sotheby’s, the global art business auctioneers, offering since 1744 extraordinary opportunities to transact via private sales galleries or worldwide selling exhibitions, adapt to this point by offering even summer study courses in Understanding the Luxury Market . Thomaï Serdari, Luxury Brand Strategist and Lecturer at Sotheby’s Institute of Art in New York, teachs in it the “5 things you need to know”.

1. Luxury does not necessarily mean “old.”

2. The luxury market does not favor the rich but rather the smart shopper.

3. Luxury is both an indulgence and an investment.

4. The luxury market favors the well prepared.

5. The luxury market itself is not a thing of the past but constantly in flux.

 

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If you once stand in front of an historic or contemporary painting while being in a gallery or museum, never underestimate the presence and force of it as being more than just a piece of beauty, culture and inspiration –

Art wasis and will be pure communication – especially when appreciating it with a luxury view.

Is activewear the new black?

Over the past seven years, sports apparel and footwear sales have jumped 42% to $270 B. According to Morgan Stanley, the report estimates that the industry could add $83 B in sales by 2020. These impressive numbers are due to the growing interest on fitness and active lifestyle that is now a peculiar feature of our current times. The recent focus on healthy living has driven more and more people to take care of the way they dress while doing sports: not only professional athletes, but also amateurs and especially younger ones.

The biggest market for activewear is the US, which currently accounts for $97 B. A research from Morgan Stanley forecasts a stable growth in the European market in the next five years. Yet, the key market to watch will definitely be Asia Pacific and especially China, where the government is promoting an active lifestyle among the population, developing sports infrastructure and the overall business.

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Alongside sportswear, the last frontier is now the so called “athleisure“, which indicates highly performing yet fashionable apparel, wearable in daily activities. Since sportswear is not anymore relegated to the gym, the fashion industry is taking the next step to make the most of the healthy lifestyle trend. The biggest player, ça va sans dire, is the American giant Nike, which owns a large slice of the market. Yet, there are many other activewear brands that have emerged in the past decade, riding on the success of sports and fitness. Among the others, the Canadian yoga brand Lululemon Athletica was able to create a real movement that now gathers thousands of women who are committed to the Lululemon cause and believe in the brand’s ethos.

Famous designers as well have joined the athleisure trend, either collaborating with popular sports brands, such as Adidas by Stella McCartney, or creating their own line. This is what Tory Burch did in 2015: the American designer launched her own activewear label Tory Sport during last year’s New York Fashion Week, pricing her goods a little above competitors such as Lululemon. A few months later, in April 2016, Tory Sport set up its first store in NY, which was celebrated with a grand opening party attended by Anna Wintour, Narciso Rodriguez and Chanel Iman.

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Tory Sport Advertising Campaign

Last, of course, came street fashion: big names like Zara, Oysho (both belonging to the Spanish group Inditex) and H&M are now launching their own activewear lines. Zara in particular seems to be counting a lot on its new gymwear collection, which includes four categories: basics, swimwear, loungewear luxe and lightweight pieces. It is clear that Zara is trying to position itself as a convincing, affordable alternative to the real activewear luxury. Will it succeed? Or is the targeted customer a totally different one?

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This whole trend revolves around the idea of self-improvement and growth and it is nurtured by the culture of mens sana in corpore sano: especially among millennials, the tendency is to spend larger and larger amounts of money on activities and experiences rather than material goods. Over the past ten years, this fitness fever has grown into a multi-billion dollar industry which does not seem to be ceasing any time soon.

Silvia Gramegna

Credits: www.fashiongonerogue.com
              www.welltodolondon.com
              www.alternativelyhealthy.co.uk

THE FUTURE OF MADE-TO-MEASURE

The Future of Fashion Is 3D

We will be printing high-fashion dresses in our homes- but not for now.

On May 5, the Met Costume Institute’s Spring exhibition will open the doors and visitors will be treated to 90 fashion mise, including many items made with 3D printing, pretty much as the exclusive purview of haute couture, up to now.

But if the technology is adopted by more apparel makers and trickled down to the masses, “it can be as revolutionary as the sewing machine,” said Andrew Bolton, curator of the exhibition. “It means you can 3D print your dress to your exact measurements at home.” “Because it has the ability to mould exactly to your measurements, it’s environmentally friendly, too” Bolton said. “There’s no waste, whereas there’s always waste with textiles.”

By the way, 3D printing is still very much in its early stages.
The capability to make virtually anything is going on. Reality is becoming Virtual Reality.
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At the current stage, we should be satisfied to call home-printing dresses “a dream.”
Credits:

The wave bag

For the upcoming SS Season 2016 Tod’s launched the new and modern Wave Bag, the perfect mix “characterized by excellent craftsmanship and luxury materials in different sizes, models” and what better way to celebrate it, than an all-female advertisement campaign? 

In order to communicate the versatility both in usage and in style of this future icon item, “the Italian apparel and accessories house is highlighting the “special attitude” of its Wave Bag in a personality-driven campaign featuring modern creative talents.”

“Wave Attitude”
is the title of the video where the main character is the Tod’s Band, a posse of 15 females from the music, art, fashion and film worlds, all of whom come to the brand with their own perspectives on style, modeling the handbag in their own way.                       This is not the first time that Tod’s uses this special and involving format to promote and impress customers throughout influencers and ambassadors who represent and embody totally both the personality of the item and the values of the Brand. It’s a very particolar communication tool, with the strong competitive advantage to build a solid relation between the brand and the users,  attract customers attention being able to establish a long term relationship since it will be a movie divided in episodes; the perfect storytelling. 

A soft and smooth shape that reminds the fluid water-sea motion, an overwhelming wave as the name suggests.  The Wave Bag is ingeniously designed and thought to avoid rigidity for independent women.

A Must Have! 

GG. 

Lewis Hamilton: the alpha male

Lewis Carl Davidson Hamilton, better known as Lewis Hamilton, the three times Formula One World Champion (2008, 2014, 2015) and just awarded Sportsman of the Year , has become an influencing personality not only in the world of engine and cars, but also in the fashion world.
Lewis fits perfectly the new generation alpha male: with his story and his life, he is the flawless source of inspiration for successful people, who wants to chase with lots of passion, dedication and determination his or her dreams.
He is a legend, a champion, the fastest pilot in the world, the perfect portrait that embodies an absolute determination to be on top in everything he does: the quintessential example for both men and women.

“Dare to be the greatest. Inspire, spread love, and live every day to the fullest.”

This is his motto, the recommendation and the advice that he gives to millions of fans who follow  him on social media, such as Facebook, Instagram and Snapchat where Lewis is very active.
Very often criticized for his lifestyle too much daring and eventful for a F1 driver, he is always more and more involved in the fashion and luxurious world:
since he is very passionate of watches he is testimonial of IWC Schaffhausen (unique and high performance Swiss watches) since 2013, he is also the exceptional testimonial for an Italian moto brand the MV Agusta, here in these pictures and in the video you can watch the limited edition MV Agusta Dragster RR LH44.

The German luxury fashion company Hugo Boss has dedicated an entire line to the stable, the “HUGO BOSS for Merced-Benz collection” where Lewis is the undisputed key player.
The Merces AGM Petronas sponsor Bose who “share a similar heritage, built on the principals of innovation, technology and design excellence” decided to create a personal soundtrack for Hamilton, based on real sounds of the Mercedes AGM Petronas Formula 1 Team. It’s pretty clear that music is one of the most important thing for Lewis, a fundamental component of his life, an escape from the daily routine.

Recently this year, after having saw him taking part to all the most fashion events, such as the Fashion Weeks, he became the new face of l’Oréal Paris Men Expert.
“The world’s fastest driver, Lewis Hamilton has become a legend. He likes taking risks, on the track and in his style. As the new Alpha Male by definition, he’s the ideal match for Men Expert. Modern, he’s a leader for a new generation of men for whom masculinity doesn’t mean macho – it means masculine,” said Cyril Chapuy, L’Oréal Paris Brand Global President.

“In my world, success is down to focus and efficiency. L’Oréal Men Expert has the same philosophy – and their high-tech products are made for men like me. I don’t want to waste a second and I’m used to getting the result I want. I’m proud to join the L’Oréal Men Expert club,” said Hamilton.

http://www.lewishamilton.com/#5bEszksue3CTDLCX.97
https://www.instagram.com/lewishamilton/?hl=en

GG.

Ghosts in Gucci

In Brooklyn and its surrounding areas ther are too many ghosts with popular mesh from Gucci logos. Funny ghost name GucciGhosts are everywhere: on the walls, asphalt, garbage cans and T-shirts — their authour is Trouble Andrew.
When creative director of Gucci Alessandro Michele first seen the «GucciGhosts», he did not sue the artist for the use of the logo belonging to the fashionable House, but instead invited the artist to the Gucci team.

gucci-ghost01-822x548Alessandro Michele and Trevor Andrew in Andrew’s temporary studio at the Gucci headquarters in Milan.

A successful snowboarder in the past, and the musician and street artist at present Trevor Andrew in the early 2000s played at the Olympics for Canada, and after the injury he moved to Brooklyn, where now draws graffiti.

While still a teenager, Trevor bought a Gucci watch, which became for him much more than just an accessory. First, the athlete began to paint iconography of the brand on snowboards and skateboards, denim and leather jackets, vintage items, decorative objects, and then completely went out on the streets with the slogan «Life Is Gucci» and with GucciGhost.

This extraordinary creative union has already given us an unusual images and new must-have pieces. GucciGhost is a new trend from the streets.

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Gucci Ghost Fall 2016

To know more about GucciGhost and its creator you can visit the official site of Trevor Andrew.

Photo by wwd.com  glamour.com

Voyage in Gucci’s world

It’s pretty clear that a new era began for Gucci.
Alessandro Michele, the new Creative Director since January 2015, has broken out like a dark horse in the fashion race, changing radically the concept in the stores, the approach with customers and the image of the Brand.
I had this feeling in first person, entering in the Florence flagship store; the decor, the environment and the atmosphere reflect an innovative, color, wonderful, eclectic, printed and textural approach to design

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The link with the heritage and the values of the brand were evident both in the items and in the furniture of the store, it seemed there was an imaginary connection between the museum and it, the theme of the travel were present with some chests used as table to show some colorful kerchief, as well as the iconic bamboo bag and what impressed me the most; the costant and very romantic rose herbaceous pattern, repeated on scarves and kerchief, on bags and shirts, on accessories and mannequins.

“A symbol of a delicate and poetic imagination… Flora is an icon of continuity from the precious historical archives, which revives every season with its evocative and timeless graphic power. An image inspired by fairy- tales and real life, which continues to be reinvented with passion in a myriad of variations.” http://www.guccimuseo.com/en/gucci-archive/flora

A new, fresh and romantic breeze has embraced and wrap up the Florentine Fashion House. Attention to details and impress should be the new motto for Gucci; the clients have a fascinating experience in the store, it seems to entering in a magic and colorful world, very romantic and dreamy.
The brand has also improved the customer in-store experience enhancing visitors’ position, giving the guest a specific role: he/she has to feel in his/her personal walk-in closet. Each detail of the merchandise disposition (items are not organized with a chromatic order, but a shirt could be matched to a pants or a skirt based on the visuals taste) and the materials used are very important in creating the perfect atmosphere that makes you comfortable.

GG.

 

 

 

Salvatore Ferragamo: the Shoemaker of Dreams!

In the heart of the fascinating Florence, not far from Ponte Vecchio, we can find the headquarter of Salvatore Ferragamo.
The beautiful Palazzo Spini Feroni houses the famous shoemaker company since 1938, when Salvatore bought it.

Since 1995 the historical palace hosts the Salvatore Ferragamo Museum dedicated mainly to Ferragamo company, to the life and works of art of its founder.
Moreover, during the year, several and different art exhibitions, events and seminars take place in the Museum to promote the most current and important cultural trends.

Elegant stone stairs lead you to the entrance of the museum where visitors are impressed by a wall completely decorated with shoes’ prototypes from the 30’s.

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Salvatore Ferragamo, born in a little village near Naples, made his first pair of shoes at the age of nine for his sister’s first communion.
When he was sixteen he moved to the USA and started working as the shoemaker of the most important movie companies. Thanks to this first job he became so well-known among Hollywood celebs  to be named “The Shoemaker of Dreams”.

To let his clients be even more comfortable in his shoes he decided to study anatomy and then opened his first shop in Santa Barbara in 1923.
 

 

 

 

 

 

Ferragamo was always recognized as a visionary and his design ranged from strikingly bizarre object d’art to the traditionally elegant, often serving as the main inspiration to other footwear designers of his time and beyond.

 

Written by:
Nastasia Flaviani
Giulia Guglielmi
Martina Marino

 

 

A present past

I want to tell you an inspiring story made of will and talent.

At the basement of Palazzo Spini Feroni in Florence there is the Ferragamo Museum which is dedicated to the story of the “shoemaker of dreams”: Salvatore Ferragamo.

At the entrance there is a huge clock, which needles go back bringing visitors to another time.image1 2

The first room is dedicated to a wide exposition of shoes prototypes made by Salvatore Ferragamo until 1960 and from his daughter  Fiamma in the period after.

Among those shoes ,in a glass display case, there is the “cork hill sandal” which story brings us back to the II World War period.

At that time, due to the scarsity of precious materials, Salvatore Ferragamo strated to use and recover poor materials such as cork, wood, nylon and so on. As is written in the Ferragamo biography

“…there is no limit to the materials I have used in these fifty years of shoemaking; if I list a few it serves only to highlight those that are not mentioned…”

The cork part of the shoe, as it was considered a poor and not noble material, was covered and decorated in order to appear as luxurious as all of the other creations.

“…there is no limit to beauty, no saturation point in design, no end to the materials a shoemaker may use to decorate creations so that every woman may be shod like a fairy queen.”image4

 What I find really intresting is the creative forward-thinking of Salvatore Ferragamo in using poor materials to create luxury pieces of art expecially when the preciousness of an object was strictly connected to the recognised value of the raw material which it was made of.

He created trends that today, after more than fifty years, are still extremely contemporary and always in line with the fast changing customers’ taste. Iconic pieces which embody together attention in terms of foot comfortability and total care of the styling element make of Salvatore Ferragamo’s story an incredible story of shoemaking.

“…throughout my creations I may be best able to tell you about the mission to which I was called, the work I could not prevent myself doing.”

Credits:http://www.ferragamo.com/museo/it/ita

 

What happen before a fashion show?

There is something that I feel to say about the fashion week: if you are invited at a show, please go in advance. It is like attending the red carpet before the Oscar Cerimony.

A few minutes before the beginning of the show, after a huge collection of pictures, the guests finally go in. And who is not invited, go home.

mood fausto blog

Here they start to snapchatting every single fly around.

Now you think that guests can not wait to see what the creative director decided to propose for the new season, but is not always like this.

What happened at the Fausto Puglisi show, was that a certain point, when everyone was at it’s own seat (except for Suzy Menkes and Anna Dello Russo) someone crashed in.

Guess who? Amanda Lepore.

What happened is priceless. Everyone left the seats (in a speed of light) that after one hour outside everyone was dreaming, especially women.  After ten seconds, the semi-naked diva was surrounded  by a thousand of people and photographers.

When everyone was back at its seat, Belen arrived, but I need to admit that the interest was not even  comparable to the Lepore achieved success.

Now, it’s Fausto Puglisi time! Bianca Balti opened the show, as often happened for Dolce&Gabbana runway. Madonna’s voice opened the show, tribute to her last album where during the tour she wore a cape designed by Puglisi.

The fall/winter collection was a mix between sporty and cowboy trends. He reinterpreted the Varsity jacket, that matched with beanie hats. Even if sporty is a trend that does not belong to F.P., he was able to transform it into his signature. Clear proof of his awesome skills.

“Puglisi will never be a minimalist, and thank goodness.” Nicole Phelps, Style.com

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Asians like Salvatore Ferragamo

February 28th, 4pm.

The Italian brand Salvatore Ferragamo showed its FW 16-17  woman collection in Piazza Affari 6, Milan.

Guests from every area of the world were sitted at the catwalk, raring to be engaged in the Ferragamo’s worldimage1

Besides the sophisticated and luxurious collection inspired by the unconditioned geometry, what I want to focus on is the overview on economic results of the florentine company during the last years. Salvatore Ferragamo strong of its enviable heritage and long history has been able to communicate throughout the style its Italian roots which are now, as in the past, strongly appreciate abroad.

The Asian continent is one of the most important market for the company, it worths 1/3 of the whole profits. The key market in that area, which has been entered in the ’70, is the Japan where Salvatore Ferragamo has more than 60 shops.

On the other hand a market which is not performing well for Salvatore Ferragamo such as for the majority of the Luxury brands is the Russian one. This is every day on the front page and is impacting one of the stronger consumers and heavy spenders which are the Russian and this is of course affecting Europe as well.

The CEO of the company Michele Norsa, despite the hard situation in Russia, is confident about the presence of the brand in the Asian market where the it is distributed throughout 130 shops in spite of the “crisis” that the China has experienced in terms of general growth.image1

An additional exploitable opportunity which refers to Asia concerns the tourism flow that is growing day by day. More and more cities in Asia are reducing restrictions of getting visa, so an increasing number of people from the Asian continent will have the chance to travel out of the country. 130 million of chinese plan to travel abroad so the opportunity that has to be catched can be very profitable for those companies that want to develop and monitor this quite new trend in order to meet a new target.

According with the Salvatore Ferragamo CEO and with Credit Suisse there is enough room to better the profitability of the brand during the current year in Italy, where profits are growing double digit, and of course in Asia.

Bianca Balti back on top

A beautiful angelic face, an intense gaze, big blue eyes, full and luscious lips; these are the distinctive lines of Bianca Balti one of the most renowned Italian super model.
Strong and Soft at the same time, after almost a year and two babies she is back on the catwalks, and what a unique occasion to start again, than the last Milan Fashion Week where she rocked opening Fausto Puglisi Fall/Winter 2016/17 RTW fashion show, that held at Palazzo del Senato, Via del Senato, 10 Milan. 12800281_968489303186235_8725398219371641180_n

I had an unforgettable chance to live this experience and meet her just long enough to hoping to adopt her enviable qualities with a quick spritz. At least that’s how I felt after having meet her and having took a selfie with Bianca Balti, the 32-year-old Italian model who started the carrier with Stefano Gabbana and Domenico Dolce at 20 years old. Whether posting a makeup-free selfie on Instagram or walking the runway in Milan, Balti exudes confidence, beauty, and a carefree attitude that’s contagious.

With her simple and sunny personality she embodies the most modern side of fashion and her constant and dedicated use of social media such as Instagram, Facebook and the last trend Snapchat, make her the icon for this Fashion Week.

For her comeback on the runway  she was sparkling and dazzling from the top to the bottom; she opened the fashion show wearing a very sensual colorblock mini-dress with a deep neckline that appeared under a maxi bomber while her second look was a short printed dress matched with a fur and a wool hat.

It looks like her carrier came full circle: she started modelling for Dolce & Gabbana and from that moment she became part of the fashion system and she had only a climb to success. Defined by all as a super model, she has captured the hearts of many designers appearing on the major fashion magazines and the most important red carpets of the world. Dolce & Gabbana face, her beauty is simple, not artificial, attractive. A true inspiration for many designers.
In 2011 she appears on a photo shooting for Fausto Puglisi, who at that time had the important chance to show his items at “Spiga2” the retail project of Dolce & Gabbana that gives the opportunity to young, unknown international and talented designers.
After five years, the two met again, as part of a solid family.
Nothing more to add then: WELCOME BACK BIANCA!

GG.

 

 

 

 

 

 

WEARING LIGHT DRESSES

Federico Sangalli Fashion Show

During the last Milan Fashion Week, I would witness the presentation of the new Federico Sangalli collection.

The fashion designer Federico Sangalli has created a new idea of trend with ancient taste: With the SANGALLI – Haute Couture – Factory of Dreams, he keep on the family tradition of unique dresses tailoring: evening dresses, ceremony, wedding and the “every special day” dresses; He looks for precious materials , for the luxury made to measure… the real luxury made in Italy.

The show/runway’s location was the Teatro Arsenale: in a space between ancientness and contemporaneity, you were taken to a far world, in a modern key.

On Tuesday, February 23, He presented the Light My Night collection, clothes and accessories created with a special fabric created by the combination of silk and fiber optics . A new path from emery cloth fiber optic lights create a delicate stardust effect.

The designer has recreated the atmosphere of the deep sea through a sound and light that recall the depths of the oceans play. The protagonists of his creations, shaped bags of shell and luminous transparency for the second show of the Light My Night collection that uses a fabric that glows gracefully with an effect between the bioluminescence and star dust.

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A dancer, dressed in a light, introduced the show and announced the prologue. A truly impressive display in which the wow effect was assured.

But the question in my mind was: How they are made this unnatural effect of the collection? The light was created from the optical fiber coated by the silk. The optical fiber wires was switched on with a battery charger with USB output for charging. Unbelievable! Thanks to this innovative fabric garments and accessories are illuminated with its own light creating unique effect each.

I’m really impressed by this show and by originality. I’ve seen something “wow”, creative and unique. This learnt me that we can and must dare and innovate constantly.

 

Photo credits: Federico Sangalli

Video credits: Me 

 

#MFW16/17 NOT TO BE MISSED…!

Here we are…
It’s Milan, it’s February… it’s Fashion Week finally!!!!!
This Fall/Winter 2016/2017 round has officially started on Wednesday 24 February and will last until Monday 29.

For all the ones of you who love this world, its magic allure, the incredible catwalks and so on, the Fashion Week is an unmisseable rendez-vous.
You want to know everything, at any time, about anything which is happening (or it’s going to) in this special week and live this experience to the fullest?! Here is the way…

Thanks to a collaboration between Camera Nazionale della Moda and Twitter you can follow all the fashion shows, and a lot more, live making this Fashion Week even more interactive and viral than you can image.
One of the hotspot is Piazza Gae Aulenti at the Unicredit Pavillion, the venue where the Fashion Hub Market, the new project for the emerging brands and fashion designers, has found its place…. and so has a huge uppercase hashtag.
fashion hub

It’s here that the first news of this Fashion Week takes place, the so called BlueRoom.  
In this special room top names of the fashion world will answer live to the questions everyone can make on the Twitter account of @cameramoda with the hashtag #MFWBlueRoom.

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Some names that the BlueRoom will host are: Bianca Balti, Ennio Capasa, Margherita Maccapani Missoni, Renzo Rosso, Simone Marchetti and others.

Moreover, on @cameramoda with Twitter Mirror we will follow this week through celebrities signed selfies and special gifs.

 But that’s not over.. Twitter leads us in the fashion show backstages with the two Twitter Fashion Reporters Arianna Chieli (@ariannachieli) and Cleo Toms (@cleotoms) who will keep us update at 360 degrees with the latest news.

So don’t miss this fashion week… twitt #MFW!!

 

M&M