Don’t call them young, don’t call them new: the designers in this
article are the already-recognized evolution of Italian fashion. They
did their best, challenging a market dominated by luxury brands,
deciding to work for themselves in an uncertain historical period. And
they’ve done it. It can be seen in their sales and their followers.
Despite their differences, there is a fine red thread that links them
together: the humility with which they started up: in silence, taking
samples around in the trunks of their cars, looking for a break abroad,
working day and night in the offices of a fashion house. But it's also
the determination in wanting to do it their way, looking for investors,
suppliers, small workshops for production, going to the basics of
materials and hand craftsmanship, taking on the role of entrepreneur.
Few of them have an established business behind them. This has made them
freer, more curious, cultured travelers. With a calculator in their
hands, sure, but with visionary talent.
Fausto Puglisi managed to first convince the stars and then the
critics. His journey began in 1999, when the designer from Messina flew
to LA, looking for America. Today he shows in Milan (and his catwalk,
with its lights, music and atmosphere, is one of the most eagerly
anticipated and spectacular) and is represented in 160 boutiques
worldwide. Strong vibrant colors, pop prints, leather and studs are his
signature looks. But behind his friendship with celebrities, there is
his cultured and mature attention to every detail: rigorously
hand-embroidered by a top secret Lombard workshop.
It should have been a collective project between art and fashion: it
became an international clothing brand. Created by Alessandro Biasi and
produced exclusively in Milan, A-Lab has become famous by looking
forwards, with the shape of its armour-clothes (some, from their debut,
still numbered like pieces of art) and by using digital communication:
“A parallel reality, which doesn’t always correspond to the truth.”
There are three fundamental moments in the story of Andrea Pompilio: the
shock on his grandmother’s face when, age eight, he revealed he wanted
to work in fashion; the move from Pesaro to Milano and the decision to
go it alone (his brand debuted in 2010 with the first women’s collection
in 2013). There's just been one emotional crisis in NYC, after arriving
in Calvin Klein’s style office, because he didn’t know anyone in the
city. Everything else has been work, intuition and solid experience for
his cv (also with Prada). His garments are now in 37 points of sale, and
focus on the idea of masculine sartorial style. “I define myself as
classic: duffle coats and double-breasted designs are never missing from
my collections.”
From Mantua, he's gentle in his actions, with a poetic but functional
approach to fashion, and never mainstream. After starting off with a
strong design focus and a passion for tactile experiences (he was
working as a consultant for a fabrics firm), he debuted with his own
brand in 2009. He loves silence, the elegance of days gone by and the
ability of the Japanese to remain in equilibrium between sobriety and
madness. These inspirations emerge between the lines of his men and
women’s collections, in which he puts together clean lines and special
materials (also hitech). Recognition of his talent for accessories has
led him to become, from two seasons, the creative director of Tod’s
men’s collection.
After graduating from IED, Marco De Vincenzo (1978, Aries) found out
that there would be interviews at Fendi the following day. He introduced
himself, literally, and was taken on. From then on he grew in the
design office of the fashion house, working side by side with Silvia
Venturini. Above all he learned “to not trust the obvious and to not be
afraid of making brave decisions.” So much so that he launched his own
line, with a first show in Paris in 2009. Today the boy from Messina is,
for creativity and preciousness, among the most respected of the new
Made in Italy fashion. His signature piece? “The skirt, symbol of
femininity and movement.”
Brought up in Modica (Ragusa) among the precious materials of his
mother’s shop, known as “The Lady of Silk,” Daniele Carlotta (born in
1985) has a sense for materials, a taste for contrasts and a sexy
aesthetic which goes beyond European borders. In fact, only two years
after the launch of his first collection he is already present in one
hundred boutiques around the world. Meanwhile, given his passion for the
atelier dimension and a direct relationship with clients, the Sicilian
designer is thinking of a made-to-measure project.
A meeting at a Milanese party: they talked about fashion. Thinking about
it, Mirko Fontana and Diego Marquez (35 and 40 years old respectively)
were right. They agreed on the fact that something was missing from the
Italian panorama: a brand which would be strong and funny (at an
affordable price). So they created it in 2010. Notoriety came straight
away through social media, where they became the favored designers of
bloggers and friends. The digital word-of-mouth was so intense as to get
to Giorgio Armani himself, who then wanted to endorse them, having them
as guests in his theatre for their first official show. A men’s
collection followed and global visibility. Their best sellers? For her,
t-shirt dresses, a piece which is now in continuous production. For him,
patterned sweatshirts and t-shirts.
They fell in love, but after Polimoda they couldn’t find satisfying work
for both of them in the same city. So Alex Flagella (31) and Michela
Musco (28) founded, in 2011, the Roman atelier Greta Boldini. In a short
time it transformed into a label looking for a fresh sartorial
approach, a new generation. Today the design duo are on their sixth
collection. “With the last collections we started from scratch, turning
to a more minimalist taste, which still focuses on hand-embroidered
details, but in a more wearable version. Also for daywear, with straight
tunics and flat sandals.”
He began with streetwear, and has excelled both at using colors and
marketing. The result: more than 600 shops in six years with his brand
MSGM and the appointment as Creative Director at Emilio Pucci. Massimo
Giorgetti, from Rimini, had a genial intuition: to enter into a slice of
the middle market with an instantly recognizable, energetic and
day-to-day product. A determining factor in the extraordinary success
he’s had has been his partnership with the manufacturer (the Paoloni
Group) and the distributor (the showroom of Riccardo Grassi), solid
Italian realities.
For their label (created in September 2010) they chose an original
phrase: a breakfast invitation: “It’s the moment of the day that we both
prefer, the one we like to share.” Antonio Romano and Francesco Alagna
love to be direct, no filters, and they place themselves out of the
pack: “Comeforbreakfast? An independent, experimental, intimate brand.”
Among their best-selling pieces, tailored jackets and, surprisingly,
sandals, a well-liked limited edition. They are among the selection for
the Woolmark Prize 2016, which will be assigned in the next months.