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From a creative standpoint, I think that the Boat Sailing Is Calling And I Must Go Shirt and I love this approach to design has to change. Less but better would be the way forward in my opinion. Collections will have to be more concentrated, very soigné and smart, with well-thought offerings, extremely well made and beautifully crafted. I’d like to launch the hashtag #SaveBeauty—everything from design to how collections are presented and sold in stores will have to be exceptionally well curated, with a meaningful story to tell and real substance. I truly believe in change, adjusting production and consumption to a more sustainable scale. I see collections made with a different mindset, with extreme care and attention to even more impeccable quality, with much more made-to-measure and personal engagement with customers.
We’re obviously evaluating how to showcase men’s and women’s collections together in September and what will be the Boat Sailing Is Calling And I Must Go Shirt and I love this best way to do it. I’ve always been very pragmatic in my approach to fashion shows. I’ve been showing collections for 20 years in my Armani Teatro, and before that in my space in Via Borgonuovo, not to waste resources elsewhere. I have an internal team working on casting and production—my sets are never too theatrical. I always use the same team for hair and makeup—I honestly don’t think I can be more local than that! I’ve always thought that the excessive need of showing an overwhelming amount of collections and special capsules is responding more to a strong need coming from the system rather than addressing a real consumer request. Stores have been saturated with too much merchandise. We have all to learn from this terrible experience: Do not waste, save resources, make more and better with less. I myself want to put this concept at the core of my business model.
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