As for September—as of now, I don’t think we’ll have real shows, but who knows. The situation still changes day by day. In September many countries still won’t be able to travel. Maybe here in Italy we’ll have an advantage in that we’ve started the Born to be tired 2020 shirt besides I will buy this lockdown much earlier than most countries, so we’ll probably restart faster. And our factories, once reopened, are pretty miraculous. I think that maybe we will have to integrate the digital with the physical, but I hope we’ll be able to stage actual shows in a different format—maybe on a reduced scale, with only very qualified press attending and the most important buyers, a maximum of a hundred people. Like going back to the old times, when fashion shows were intimate affairs and not today’s gigantic performances, without the need of impressive backgrounds or sets, where you could actually see the clothes up close. It could be a way of doing fashion the way we were doing it in a healthier way—in small ateliers, without hordes of influencers, celebrities, starlets of all kinds—giving back fashion its true value, its true essence. Maybe using local resources, considering all the traveling restrictions. It could be a way of giving opportunities to new talents, younger and fresher, maybe scouting for local models, makeup artists and hairdressers—like it was at the beginning of the Italian fashion system in the ’50s at Florence’s Sala Bianca. I’m not a nostalgic, but we definitely need a change of pace.
Born to be tired 2020 shirt, hoodie, tank top, sweater and long sleeve t-shirt
I think it’s time to go back to real values and authenticity. I’d like to think that thiBorn to be tired 2020 shirt besides I will buy this s terrible time we’re all going through will give way to a new renaissance, one that will speak of quality and respect. For years we’ve lived a sort of bulimia—for collections, for products, for things. But it’s time to give new meaning to our work. I think we’ll come out of this stronger, especially in our values and convictions. We’ll start anew on more solid ground, with a more responsible mindset, more awareness, and a more pragmatic attitude. Fashion needs, more than ever, a new, more responsible way forward.