Fashion and communication are increasingly interconnected realities. The ability to communicate the contents of the fashion sector with a strong focus on new media is an essential element.
We deepen the crucial role of communication in the fashion system and the emerging professions in the sector with an interview with Alberto Garbati, architect, painter and director of the most important fashion shows in Italy and abroad (“Pitti Filati”,”Alta Roma”, as well as various sets for conventions such as Mercedes Benz, Ford, Black & White in San Paolo and Camel).
The famous artist and fashion show director will be one of the testimonials of the Communication Design and Fashion Design, starting in October.
1. How much has the way of communicating fashion changed with the diffusion of the mass web?
Much, the effect of bloggers is especially visible to everyone, especially for young audiences. But there has always been a need to get advice, to wear the designer rather than the dress.
We need the personality and the history of a brand to give us confidence, I am not afraid of being judged if I wear the dress that someone else has chosen for me. This is what bloggers do: we need someone to choose a “lifestyle” for us.
The first ante litteram blogger was Carla Sozzani with Corso Como, where she selected everything, chose for us. A blogger without a blog. Luisa Via Roma has adopted the same principle. Then came the bloggers. Let’s look at how they dress, how they eat, which houses they choose.
Now there is Chiara Ferragni, she produces, wears and guides young people. But we are still at the beginning, the phenomenon will widen in the coming years.
2. What advice would you give to those who want to work in this sector?
Follow your passion, avoid imitating. Many young people take the stylist as an example, but redoing what a stylist has already thought does not lead to anything.
You have to work on your personality, carry on what you believe in, even if you’re wrong. This is the only way to make a difference. Versace believed it, was initially criticized, but continued to believe it, launching his fashion philosophy.
The same was true for Moschino, Armani, all the great designers of that generation. If a person has talent but puts aside passion, it will never come. You have to risk it.
3. How do you make a difference?
You have to risk it. Of course, in Italy there is less help from the system. We are still very bourgeois. There is the family that holds us back. Young people have to leave home at 18, try to express what they think.
It is a time of transition, there are no trends, we rely on the Internet. Before, currents were created and that trend was followed, now we are a little routed in a system. If we don’t like it, we are immediately cut off.
It is more difficult to emerge, but it is necessary to fight and young people have to do it, rebelling against the established system and scheme. Clearly it should be school and study and give young people the opportunity to express themselves and make mistakes. The difference is this: to get out of the pack.