Cornel Cri?an interviews Sara Sozzani Maino on the evolving fashion landscape, emphasizing sustainability and the importance of storytelling for emerging designers.
During a recent exploration of Altaroma Fashion Week, noted fashion journalist Cornel Cri?an engaged in an insightful dialogue with Sara Sozzani Maino, the creative director of the Sozzani Foundation and Brands Ambassador for Milan Fashion Week. The conversation focused on pivotal themes such as sustainability in fashion and the future trajectory of emerging designers.
Maino emphasized that the landscape for designers has evolved significantly, making it crucial for new talent to possess a clear vision of their goals. “It is no longer about quantity, but about quality,” she asserted, highlighting the importance of storytelling in branding. According to Maino, designers should strive to communicate the essence of their collections and the driving purpose behind their work to the audience. This narrative, when combined with personal values, creates a stronger connection with consumers.
As the discussion shifted towards defining measures of success for contemporary designers, Maino expressed a viewpoint that diverges from traditional norms. She noted that while global success had once been the pinnacle, today’s emerging designers can find fulfillment by resonating with their customers on a more intimate level. “It is important to convey a message of change to customers and to have this stage,” she remarked.
The topic of sustainability emerged as a focal point, prompting Cri?an to inquire about prevailing trends that young designers might adopt. In a light-hearted response, Maino shared her ambivalence towards trends, stating, “I laugh now because I don’t like trends.” She underscored the importance of integrating strong values and personality into designs, asserting that real success in the fashion realm arises from meaningful contributions to the existing system. “It’s about ideas and values!” she added, accentuating the need for innovation driven by conviction.
When asked what qualities she seeks in an emerging designer, Maino pointed out the multifaceted nature of talent. She explained that talent can manifest in various forms beyond just clothing design; the designer’s character and the clarity of their product’s message are equally significant. “The product that speaks for itself and the idea behind it” are essential components of a successful fashion venture.
For aspiring designers looking to carve their place in the industry, Maino offered straightforward advice: stay authentic to their vision and strive to present fresh perspectives. She emphasized that maintaining one’s originality should be at the forefront of a designer’s initiative.
Beyond the scope of their discussion, the Altaroma event continues to spotlight artistic endeavors, with the upcoming event POIESIS 2 – an amalgamation of poetry, music, exhibitions, and performances—set to occur from March 1 to March 9 at Casa Kerim. This initiative aligns with the exploration of creativity and innovation in the cultural domain, paralleling the conversations taking place in the fashion industry.
Source: Noah Wire Services
