Giorgia Cantarini is one of the most talented contemporary fashion editor and stylist.
She started working with publications of the likes of Made05, Rolling Stone, Grazia, Glamour, Vogue.it, i-d, asvof.com, d.repubblica.it, Hunger, Modern Weekly China and the major Italian daily newspaper La Repubblica.
Her passion lies in discovering new fashion trends, emerging designers and interviewing interesting people all over the world.
LW: From what do you mainly take inspiration in the world of fashion today?
GC: From street style across the globe. All the designers now take inspiration from the looks of those who interpret fashion at their own sweet will and live it. Hence the return of streetwear and sportswear.
The success of Vetements, for example, starts exactly from the kid culture that the Georgian Demna Gvasalia interiorizes in his fashion, starting by observing the style of a generation brought up in a Soviet country.
LW: Which is the difference between an on line shooting and an on paper one?
GC: In terms of making, production and organization of the shooting, it does not change anything to me.
Generally speaking, for the on paper version more looks are shot and more variations are proposed, because, especially in Italy, the on paper magazines are considered more prestigious than the online ones.
LW: Fashion week is coming, which are the accessories that you would see coming back in the women’s collection?
GC: I can never find beautiful belts! Surely it is one of the accessories that I would like to see as a protagonist and with a wider choice than what I recently see on the catwalk.
LW: You have been travelling for years, according to you, how the Made in Italy products stand out?
GC: It may seem a banality, but surely it deals with the quality of the materials, the garments’ manufacturing, finishing touch and fitting.
LW: How do you discover the up-and-coming brands to shoot and what does fascinate you the most of them?
GC: I’m always attracted by the new, by the cultural and artistic contaminations of the countries I have visited. There is always something beautiful, a detail that intrigues me, a feeling that impresses me when I observe the creations of the up-and-coming designers. I examine the style (if it is edgy), the creativity of the item, the presentation of the look. Often a styling in a fashion show or in a lookbook can penalize the general perception of a collection, as well as hair, make up and even more the accessories.
LW: According to you, how can an up-and-coming brand make itself known?
GC: Nowadays it is necessary to start very well with the communication, a well-managed presence on the social networks is the key of success, you have to be ready with the brand profile, the images of the collection and the presentation.
The contribution of the right press office and showroom are fundamental, too. You must present yourself at your best, in addition to the presentation of the collection. The simple creativity is not enough anymore.
LW: What do you think about the e-commerce platforms?
GC: They surely represent the future of shopping. I have been Fashion Editor of Yoox Group for three years and there I could work a lot in creating stories of fashion to stimulate on line shopping through engaging images and texts. I will always remember how much a single promoting action could boost a relevant volume of purchase.
Today, as a freelance, I travel a lot and I like the idea that I can purchase (almost) wherever I am. However, the immediacy of “see now buy now” scares me a little, I do not want everything to become too fast and that the magic of fashion will disappear together with the possibility of longing in the wait for the availability of the desired item or accessory.
LW: According to you, how much is the talent worth to become a commercial brand today?
GC: It is necessary, if we talk about a medium or high-end fashion brands. If there is not style there is neither commercial success.
When it comes to mass-market brands the recipe changes, you have to provide more immediate ideas, that can satisfy a wider audience.
LW: According to you, what cannot be done to reach visibility?
GC: Surely you cannot be too much intrusive.
You can present yourself, but without insisting at all costs. If that’s it, that’s it, with the right moment and way. Fashion is an inlay of relationships that must be cultivated with care, time and determination. You must not surrender, you have pursue an objective with a lot of patience and perseverance, instead.
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