Prêt-a-Porter- Italian Concepts on Ready to Wear

Ciao everyone! Well guys my days here in Italy are coming to a close and it’s really depressing....but I’ll be glad to get back home to AC, perfect internet, and work! But today we were invited to a seminar at the Istituto Secoli: Fashion School. The seminar was presented by Francesco Secoli, President of Istituto Secoli, on Italian prêt-a-porter or as some of you may know it as ready-to-wear. President Secoli broke down the industry down into fields: atelier, also known as the haute couture side of fashion and industry, which is considered the ready to wear side. He explained to use that until the 1960’s all clothing was atelier, and nothing else was available. And in the late 60’s the stylist of designers met with industry buyers to create couture that was more affordable and produced in multiplies, also known as ready-to-wear.

President Francesco Secoli

The seminar given by President Secoli was a recap of what was learned in Business of Fashion, and how everything in fashion is a cycle. President Secoli explained the steps in-between the stylist and the buyers, which is the fashion show, this acts as the middle man between the two. In the steps of the fashion so you have the idea and inspiration, design, patterns, samples, and then the show. After the show is complete the buyer’s then place their orders and the garment then moves down the fashion cycle. The cycle of fashion begins with atelier or high-end fashion and cycles down to the different levels of retail, and the cycle will continue if the garment becomes a trend in the industry.

President secoli closed the seminar by telling us a little about the institute which has been opened since 1934. The courses offered are Model and Pattern making, Design, and there is also a Master's degree in Pattern Making and Design, and the range from 2-3 year programs. The student body is 40% of international students from all over the world.

Check out more information about the school at www.secoli.com.

Cultural Assignment: Hidden Jewels

For our last cultural mission, we were sent to find four different stores. These stores were not on the main streets and instead were down the side streets in little holes. The first store Angela Caputi Giuggiu had hand made jewelry from Florence. The store also had handbags and hats all made of natural materials. The jewelry was big and chunky with bright colors.

The second store was Venini; here we found hand made glass furnishings that were all made in Veroni. Even with the stores long history and tradition, the pieces were all very unique and modern. The colors were bright and shined with the artistic and innovative designs.

The third store was the Lisa Corti textile store. The store had fabrics that were hand crafted in India and then designed and turned into clothing, bedding, bags, and accessories in Italy. In the back of the store there was a design studio and sewing machines. The store was very bright with all of the different patterns and the hand-painted floors were just as unique as the merchandise.

The last store was Bellora, a bed and bath store. The color theme was pastels and the key furniture pieces were painted white. All of the products are made from an Italian company, however the classic pieces are produced in Turkey. The main material being used throughout the store was wood and cotton.

As a group we discussed why we would be sent to these very different stores. We saw a couple major themes as we moved from each store. The colors were captivating and the quality was always top notch. The atmosphere of each store was fun and inviting while also having a homey feel. Although not all of the products were made in Italy, the stores still had the complete pride in their handcrafted pieces that Italian merchants have always had.

As we enter the industry, these stores reminded us of the two main factors that impact the fashion industry. Quality and uniqueness are what helps products stand out against the standard designer labels. As we have learned in classes, this industry is very competitive. These stores all have specialized products and in order to be as successful they have to be different in the experience that they give their customer along with the product. This allows the stores to be distinct in their categories within the industry. From this we can take the same mentality and make ourselves stand out against our competition as we grow in our chosen fields.

If any of these stores were to come to the United States, they would be successful. They offer the customer quality and style that Americans are looking for. As some of these stores are small, they would present their customers exclusivity within the American market. We are glad we got to see these four hole in the wall stores and grow from the experience.





Art vs. Fashion: Whimscal Clocks

There was much fantasy in the Enrico Coveri fashion show with garments that took on a twist to paisley. Designer Francesco incorporated things such as flowers into an paisley pattern, but it was brilliant to incorporate clocks into the patterns. I must say the clock is a very inspirational piece for designers; many designers such as Versace and Prada have incorporated clocks in their pieces. And this clock in the entrance of the Palazzo Reale may have been the inspiration for Francesco. Even more so, like the clocks in the paisley pattern, this clock also takes on a whimsical factor.

Undeniable Perfection

Buonasera! I must say today was one of the most aspiring industry visits during this program! We visited the publication office of White Sposa magazine and given a tour by Editor-and-Chief Simone Polli and Fashion Editor Elena Todros. White Sposa is a wedding oriented magazine, published in Italy and Japan, and has 3 issues a year. The office distributes 100,000 copies of the magazines in Italy to newsstands and wedding exhibitions, 50,000 to Japan and also 8,000 copies to foreign markets including the USA. And this magazine is a MUST HAVE for every girl planning a wedding, every wedding planner, and every person that aspires to work in the bridal industry….I know I’m definitely getting a subscription!

What make this magazine so great you ask? The quality, it is like no other. From the textured cover on each issue, to the paper used, to the perfection in color of the pictures, White Sposa creates a real-life fantasy for their readers. And with each word used to describe the magazine I fell in love more and more. It was describe as being more like a book rather than a magazine, a book that proposes a new theme with each edition. The themes comes from all cultures and all over the world, Elena shared with us that she would go to libraries read and look through books to find new ideas, or sometimes she’ll just have a vision of what the theme should be for the issue. Apart from the quality of the pages in the magazine, the quality of the work the office puts into the publication sets them apart from ALL magazines…yes I said it….ALL. There is really no distinction in roles in the magazine, mention by Simone, they all share roles in getting the magazine published and the organization within is IMPECCIABLE! Perfection doesn’t get any better than White Sposa!

So today I finally found the Grande disk! There were two of these sculptures made, there is one in Charlotte, NC and the other here in Milano. I was so excited when I saw it, I've been looking for it for a while. 

Good Laughs Accompanied with Good Food

You know when you laugh so hard to the point where you can’t breathe, crying your eyes out, and your stomach cramps up….well that’s what I experienced today; I loved every second of it! For dinner we decided to eat an Italian Chinese buffet, and as we’re sitting down the waiter point out the sign that says “You are not allowed to waste food.” Following that, “5 to 20 euro WILL be added to your bill for any wasted food,” and that’s when the laughter began. And as we’re eating we recap some of the things that have happened on the trip, such as me seeing Ashley’s 1960’s iron for the first time, and out of nowhere everyone at table is crying in laughter. We really enjoyed the odd faces we were getting as we fell out our chairs, and came to a consensus that they probably never want us to come back again. But I should mention how good the food was, I was a little nervous about eating Chinese in Italy but I hate to say I like it a little better…really going to be disappointed when I return and have to go to The Wok.

During the day before dinner we went on a mission to find 4 Milanese stores, and I’m glad to say it was a successfully mission. Now we just have to figure out why and how each relate to the industry, which will definitely be a piece of cake! The four stores were Lisa Corti, Venini, Bellora, and Angela Caputi Giuggiu, on a later post check out how each relate and the significanceof them to our program.

Tomorrow we visit White Sposa Magazine!!

J'adore Chanel

Ciao everyone, today was a long and exhausting day, but it was fantastic! After breakfast we set out on an adventure to the Fiera di Senigallia (Senigallia Fair), this is a Milano traditional flea market with crafts, clothing, secondhand goods, and other random goods. And boy was it filled with random stuff, if you wanted to you can go to this market and buy a faucet for your kitchen sink, a seat for your toilet, a shower head, and almost every other fixture for your bathroom and kitchen. At this fair you can also either buy a bike or buy parts to build a bike…….WOW! I must say it was quite interesting, and definitely not what I’m use to in America.

After leaving the market we set sail to D Magazine, an outlet store, well that’s what we thought. It was an outlet but everything was still in 3 digits….I would say it’s a last season store with semi discounted prices. We continued our journey to the Duomo to do a little shopping, and we finally visited the Chanel store!! IT WAS AMAZING!! Not only was it amazing but the staff was super nice, even though we looked completely out of place. This was quite surprising because in the States we wouldn’t get the time of day in Chanel if we didn’t look the part. We also visited Hermes….ohhh how I love Hermes, and the store is wonderful. But I was a little disappointed there were no Birkins, guess I’ll just have to order mine.

Finally we attended Milano Gay Pride Event, super different from the events in the US, and super crowded. The parade was not like what I’m use to back home, instead of a parade of different floats and such, it was a parade of people, a ton of people. But like in the States there was a lot of pride in the air, and it was a great experience!

Balliamo!!

Salve! Let me just say, I LOVE MILAN!! Last night was a really great night all starting with the website launching party of Vladimiro Gioia. But before I begin let's congratulate Vladimiro on the launching of his website www.vladimirogioia.com, secondly let's congratulate Annie Rusteika on receiving the internship with Vladimiro and Pink & Chic Communications! Our night started off at Lotvs, where the room was filled with laughter and joy. During the night we all gave our thanks to Maria Arona for all she has done for us during this program, and also what she continues to do. We also gave thanks to Fulvio and Elise of Fashion Times, whom made this program a great experience.

After Lotvs, walked about Corso Como, interacted with the locals and grabbed a couple of drinks. Then we headed to Club Old Fashion, and can I just say, how awesome the place was. It's an outdoor bar, very laid back and trendy, with an great crowd of people. The music was great, drinks were awesome, and the poeple were there to have a good time! So we danced the night away in celebration of the great progran we've are involved in.

Coming to the last week guys....I don't want to come home now. Next week is filled with amazing things, super excited!

Ciao

Pitti Culture Assignment

While at Pitti market, our culture group saw many different trends. Some of the trends we saw of the people walking around were suits, vests, lightweight sweaters, rolled pants, and bright colored sneakers. For trends from the vendors we saw, Hawaiian theme shirts, eco-friendly materials, straw hats, scarves, derby and top hats, wood watches, art work printed t-shirts, converse shaped shoes, and loafers.

As a group, we have a couple different self-inflicted prejudices while seeing what the vendors at Pitti market had to offer the buyers. We see scarves on men in the winter seasons for warmth, but not on men during the spring and summer months as a simple trend. As a group, we thought it would be hard to buy scarves for men in our stores even though it is becoming a major trend here in Italy.

Another prejudice we had was towards the trend of the different types of hats that the vendors were showing. The hats they had were top, derby and fedoras. As we are from America, we are used to the sports logos and baseball hats. The more formal hats are not seen that often and a prejudice has been formed against them.

The last prejudice we had was towards the Hawaiian shirts and floral prints. As young adults, we see a Hawaiian shirt and think of an old man who is retired. If we were buyers in a younger, hipper store the Hawaiian shirts would be hard to buy for the company with our preconceived notion.

We believe we have these prejudices because of our demographic. We are not used to seeing the European trends and the backgrounds we have create these. In industry we will have to look past this and really understand the market we are trying to reach in our stores and our customer wants and needs in order to cater to them. If we are able to get past these prejudices, we will be successful in the industry.

A New Chapter

Salve! Men high waist crop pants…..sign me up! Just add a t-shirt and blazer and you have one of hottest looks for spring/summer 2012. This style was featured in the Gazzerrini fashion show that we attended at the Leonardo Di Vinci Museum of Science and Technology in Milan. Artistic designer Marco Ciampalini created a look for spring/summer 2012 that bring together different culture and worlds, “it reflects the last trends, the points of contact and the blend between the West and the East,” stated in the press release. The collection took on natural tones such as beige and bamboo, with shades of light green, Ceylon yellow, and brick red, and it was quite refreshing. I loved the geometric shape the garments took such as the squared angles in the jackets and extra large pockets. And the inspiration came from “an adventure in an uncharted land,” and watching the show gives you the feeling that you’re walking the land unknown, very tranquil. The tranquility also showed through the fabric choice of organic cotton, which make the garment not only stylish, but there is also comfort.

After the Gazzarrini we attended the Enrico Coveri show and my excitement went into full throttle! The show was BRILLIANT in every meaning of the word and I got to go back stage to do some interviewing!! While backstage I just stood there for a second to just take it all in, it was a like dream, an amazing experience. As I observed the models nonchalantly moving about the room, stylists’ heads moving 1000 miles per hour, I grew to an all time high. And every second it grew better and better, Brittany and I were chosen to do backstage interview’s and we got the chance to interview head hair and makeup stylist Enrico Mariotti. He explained the trend for hair and make up for the show, which took on a 70’s feel, also very free flowing. Enrico has been in the industry for over 30 years and resides in NYC, and travels the world to do hair and makeup. Before the interview with Enrico, Brittany and I got a chance to also meet the designer Francesco Coveri and the production manager Elise.

And the collection…..WOW….I was in complete awe from the garments! Like hairstylist Enrico explained to us, the collection took on a 70’s feel, very bright and whimsical. Coveri incorporated clocks, bows, ladybirds and flowers in paisley patterns and used every bright color in the color palette, and I LOVED it. The tuxedos and evening gowns were very elegant but not too formal, the jackets had a distinct structure and did I mention the gorgeous sequin dresses. This collection was described as the “anthem of the summer season,” and I would definitely agree. It reminded of “Alice in Wonderland,” very fun and exciting, which was really the entire feel of the show including backstage.

Everyone this experience has been like no other, having the opportunity to meet designers and interact with editors, editor and chiefs, stylists, and industry officials has been life changing. Tears of joy have shed and to think it’s only the beginning is best thing. A new chapter in my life just began!

More of the Gazzarrini collection

More of Enrico Coveri

Art vs. Fashion: Elogated Flow

Ladies ready to show a little leg?? If not, get ready a trend for spring/summer 2012 is high slits in full, long length skirts. This flowing skirt from the Lenny collection is an example of what’s to come, and perhaps the inspiration comes from this sculpture entitled “Amore E Psiche” by Giovanni Maria Benzoni at the Galleria d’Arte Moderna di Milano. Like the Lenny skirt the lady sculpted is wearing a long flowing skirt with the high slit.

Second Row....One Step Closer!

First runway fashion show guys and it was AMAZING!!! Oh and did I mention I enjoyed the show from a seat on the second row and photographed. Yeah I'm sort of a big deal right now! But look at me one step closer to being a major part of the industry. Today we attended the Iceberg runway show debuting the Spring/Summer 2012 men's collection and I must say I loved the looks. It was streetwear with a clean grudge look. The structures of garments were relaxed with the use of linen and silk fabrics, and the color scheme was very befitting. Designer Paolo Gerani used shades of gray as the primary color and accented the collection with blue, red, and yellow. But what I found really interesting about the collection was the small details that completed the look, such as the semi-popped collar at a point on the blazers and jackets. There were also the cuffed pants, mandarin collars in the cardigans and blazers, and raw edge necklines. Definitely a style that I will be incorporating into my wardrobe next year!

Like attending many of the other events here in Milan, having the opportunity to attend a high-end fashion show was a dream come true and it shows me that every dream will one day become reality. Especially if you have perseverance and determination! Which is why I’m here where I am today, no matter the circumstance or dilemma nothing is getting in my way, I shot for the stars and one by one a new star is reached. So which star will be achieved next??

                       

Click here to check out more of the collection. Tomorrow two more fashion shows!! Ciao!

Art vs. Fashion: Earth to Dress

Nature is the world's most precious art such as the beautiful tree in Milano Giardini Pubblici. With flowing leaves and delicate texture, it gives awesome inspiration to designers, such as this Marc Jacobs halter dress from his Cruise/Resort  2012 collection. The dress resembles the detail of the tree and it also take on the colors of nature!

Fashion vs. Art: A Love Affair with Shoes

Shoes, Shoes, shoes…..next to diamonds, a girl’s best friend, and quite frankly my best friend as well! Salvatore Ferragamo had a great love affair with shoes, and it shoes through his work. Ferragamo got inspiration for his designs from all over, whether it’s from ancient Egypt, nature, or Shanghai warrior uniforms.  But this red Swarovski strass heel really made me think, where did he get his inspiration??? Perhaps all the inspiration came from this textured work of art done by Enrico Castellani. Although I do have to say when I first saw the shoe I pictured a rose with raindrops to represent not only the color but also the texture.

"Own It"

Buonasera! Have any of you guys ever listened to the lyrics of the song “Own It” by the Black Eyed Peas?? Well this song is the perfect song to describe my day, “this is my chance to own it.” But what exactly is “it”, “it” is my future, my dreams, my goals….”it” is EVERYTHING I want out of life. I’m sharing this with you guys because what I experienced today was spectacular, and for me an awakening to something I would like to pursue in life. Today we had the privilege to attend White Sposa Trade Show, under Editor and Chief Simone Polli, White Sposa is Italy’s leading bridal magazine. Twice a year White Sposa hosts a trade show of bridal gowns, tuxedos, hats, Italian wedding confetti, and bridal shoes, and we got the opportunity to view Fall/Winter 2011/2012 collections of some haute couture bridal gowns along with meeting the designers. The gowns we saw were astounding and very unique, some with exquisite beadwork and other’s with stunning life-like flowers sewn into the gowns.

This experience was amazing for me because I’ve always been on the fence about going into bridal fashion. I definitely still want to do PR/marketing but I know for sure now that I would like to do it within the bridal industry. Maybe begin a career with Instyle Weddings or The Knot, I just know this experienced has helped me so much. And it’s not just the beauty of wedding that attracts me to the industry; it’s the emotions, the details, the art of it all. And I have give credit where credit is due; one of the designers we met was explaining his collection and the creativity he puts into it, from taking inspiration from the moon to sewing on every bead and crystal by hand, said “go after your dreams!” He also told as that if we want something that we have to go for and don’t let anything hold us back, which is why I’m entitling this blog “Own It,” which has a line, “if you’ve been dreaming your whole life, this is your chance….” So guys this is my chance and I’m taking it and with the grace of God every dream will be fulfilled and every goal will be reached!

Own It- Black Eyed Peas

(Unfornately I can't post any pictures of the gowns we saw today because they will not be on the market until September 2011)

Tomorrow Iceberg Catwalk!! 

Wedding in the Park!

Ciao guys! Today was a gorgeous day out in Milano we visited Milano Giardini Pubblici. A little smaller then Central Park but while we were walking through it felt the same. Dogs running around having a jolly time sniffing each other, and ponds filled with fish and turtles. But about the ponds….the fish, totally mutant, they were so big and weird looking, it was crazy. But the best thing about the park was the wedding, just in case I haven’t said it enough….I LOVE WEDDINGS!!!!! Now I didn’t get to see the wedding action but I got to see the bridal party take pictures, which was pleasant. But I was a little sad that I didn’t get to check out the ring…..which is the best part of the wedding.  I did get to see the second best, the dress, and considering the couple that was getting married, it was pretty nice. It was an older couple, maybe late 40's, early 50's and she wore a ¾ length yellow dress with a gold trim, gorgeous! But of course there’s always one person at the wedding that tries to out shine the bride at this wedding it was a total miss. This girl had on a grayish dress, that stopped right above her thigh….gross….and white pumps, how do you say disgusting in Italian!

After the walk around the park and taking pictures we walked around Buenos Aires and came across the prettiest courtyard EVER. It was amazing and I think I want my Milan vacation home there so I can wake up every morning to that view.

The next part of my day ended with some awesome Asian food and nice bottle of wine. P.s. the sushi here is so much bigger than the rolls back home!              

Tomorrow we’ll be attending White Sposa Bridal Show!!!!!

A Fashion Legend

Ciao! As many of you know Coco Chanel is someone that I greatly admire in the fashion industry. Women fashion would not be what it is today if it wasn't for her. But there is one more person that has paved the fashion road, and is a great legend in my eyes.....Salvatore Ferragamo. Born in Southern Italy Ferragamo, emigrated to the United States in 1914 beginning to build his brand of custom made shoes for women in Hollywood. Designing for the elite such as Marilyn Monroe, the Duchess of Windsor, Ava Gardner, and Audrey Hepburn, Ferragamo used his creativity and great talent to build a successful empire.

Moving back to Italy in 1927, settling in Florence, Ferragamo opened his first workshop and his clientele enlarged. And now his store and museum sits in the space of his first workshop, and standing in it was phenomenal. Seeing everything that he put into his work from creating a model of his clients foot to his abstract designs was amazing and it gave me even more inspiration to my goals in life. And it also showed me that doing what you love will bring you success. Salvatore Ferragamo and the Salvatore Ferragamo brand is the epitome of passion.

Shoes designed for Judy Garland

After the visit to the Salvatore Ferragamo Museum I walked around Florence for a bit more to take in the beauty and eat one more delicious Florentine pizza! So whenever you guys are in Florence you HAVE to go to Gustapizza, the pizza I had there was the BEST I’ve had this entire trip here in Italia.

All the Possibilities......

Salve! One of the reasons why I love fashion is because it never stops and there are so many possibilities, especially career wise. I've always said I NEVER want to be a buyer, first it takes to long to reach the level of a buyer and second it's too much number crunching. But after being a part of Pitti Immagine, I feel a little different. Observing what goes on at Pitti is a eye opener to what anyone, or I can do in the fashion industry. The building was filled with enjoyment and not so much stress, I'm assuming they haven't gotten to the number crunching yet, but everyone was very excited to be there. And OMG the collections, I WANT IT ALL!!!!! I can't want for some of the lines I saw to hit the market.



Although I feel different about being a buyer, Pitti was an affirmation to my thoughts about going into marketing/public relations and visual merchandising. I say this because, as I was walking the aisles I was mostly observing the phenomenal display setup of the designers and lines. They were all so creative, with they're own individual style and flare, and no two were the same. It would be amazing to have that job, and it's so me, it would be my creativity at it's best! So taking part in Pitti definitely have me thinking...what direction do I want to go in??? But wherever I end up I just know I'll be happy and love the job.

Be on the look out for more information about Pitti and the culture of a trade fair in my cultural assignment.

After leaving Pitti we got to walk around and see more of Florence, well some of it was unnecessary walking being that we walked the wrong way after stepping off the bus to the hotel. But when we finally realized the mistake and made it back to the hotel we enjoyed a night of pure bliss and ended the night with gelato!!

Arrivederci!!!

Under the Tuscan Sun

So can I just say I ABSOLUTELY LOVE FLORENCE!!!!!! Although it's a very tourist city. it's amazing, so much to see, so much to eat, and so much to buy!!! As we walked along the canal, we were plotting our escape from America to live under the Tuscan sun, in one of the beautiful villas. Everything here is just so....I can't find the words....it's just so enchanting. From the beautiful architecture, to the great detail put into the buildings, everything is brilliant. And did I mention Florence is THE place to buy leather....oh yes, leather, and at a reasonable price, from shoes to coats. And don't get me started on the leather handbags, a bit more pricey but ladies they are a must have!


And then there's the Basilica di Santa Maria del Fiore (Florence Cathedral) and it's completely glorious.  The 140 years it took to build the Gothic style cathedral was completely well spent, because the outcome is nothing less then magnificent. The Basilica di Santa Maria del Fiore is located in the same Piazza del Duomo is the Battistero di San Giovanni (Baptistry of St. John) and Giotto’s Campanile. Built between 1059 and 1128 the baptistry takes on a Florentine Romanesque architecture style and is renowned for its three sets of divine bronze doors, one of which was dubbed by Michelangelo himself, which was entitled "The Gates of Paradise."
I can't talk about Florence with mentioning the amazing outdoor market, filled with some really cool crafts, from jewelry to leather goods to handmade mask from Venice. The best thing about it is that they love to bargain so you can easily walk away paying little to nothing for something. And looking for a gag gift, you'll definitely find one in the market. But along the some street of the market is different shops with jewelry, handbags, shoes, and scarves...all handmade in Italy.

It is amazing how beautiful everything is here in Italy, and with so much detail. And I get to see it for the next couple of weeks. Jealous yet.....you should be!!!

Tomorrow is Pitti Uomo market, super excited!! So until tomorrow, Arrivederci!!