The Italian Animal Skin & Fur Guru

 

Today was the day we all have been waiting for, at least I have. The designer we have be hearing about and talking about for months is finally meeting the group that has helped him with his W/F 2011-2012 fashion show , shopping  and garment bags. We hoped onto the train to go to Lake Como, where his factory is. We stopped in this small area that looks like a small town, not Lake Como and waited for Maria and Vladimiro to meet up with us. I was very anxious and a little nervous to meet him. Once they met up with us we took a short walk to his factory. After going through a residential area, getting barked at by dogs we entered a small building that is not the typical factory Americans think of.

            We walked into a room and I saw all sorts of colors, fabric, leather, animal skin and we instantly started hearing about the new Spring/Summer 2012 collection.   We learned that his collection includes about 45-50 pieces and is full of color and fun combinations of different animal skins such as python, silk, leather and crocodile.  Samples of the animal skin were laid out on the table and he openly shared his sketches of some of his pieces. He is one of those designers that has a natural talent for creating designs. He was born into a factory that produced luxurious products, specialized in fur and worked there for 23 years. This was his destiny.   He never went to school for design or went to school for fabric making. It’s incredible to hear that his talent is so natural and we have the opportunity to understand his logistics and work with him. I had a vague understanding of who Vladimiro Gioia’s target market was but understood that he designs for women thirty and up because of the price but the style can be worn by any age.  

      His process of designing is unique but every designer has his or her way of creating a collection. Most designers research upcoming trends or have a certain person in mind while designing. Vladimiro does not. His mind and creativity guides him to produce.  His collection is luxurious but also street wear therefore it can be worn throughout the day and night.  He first sketches and than after he decides what materials to use, which he says is the most creative part.  As well as being the most difficult process because on sketch it looks beautiful but when making it, the material might hold back the original design. He mentioned luxury natural material is the hardest to use and manipulate because it has a soul.  After he makes his sample he shows his stylist and try to find a meeting point between his vision and hers. There are times that he would have to go back and adjust a few things and once everything is approved he needs to think about production. It is so easy to have companies send the sketch, measurements and fabric to factories but some designs are too difficult and advanced to have someone with mediocre experience produce the garment. Once the right material is chosen, the stylist approval, production and proper fit is finalized Janet, his sales representative makes appointments with buyers to sell his products.  He doesn’t look at what is in but has listens to what is offered. He will make sure to find a compromise between him and the stylist because Janet will mention what the buyers want and do not want. These steps are crucial in creating a successful collection because great time, attention and detail must be given to each step.  It was shown how much he values his process.

I asked him why he chose his logo and colors for his logo because it stood out for me. Vladimiro did not want to use his real name in the logo like everyone else but wanted to add some of preferences and personality within the logo by adding his favorite colors. For his Spring/Summer 2012 collection, his colors represented freedom and the animals.  It’s inspiring to hear his story and how he got to where he is today, his career and his aspirations.  A goal he has already conquered is the D&G store called Spiga 2 where only 21 companies are represented. His main goal is to be known for being a brand that produces luxury goods and in the future to create men coats hopefully in 2013/2014.

Vladimiro Gioia wants to be known as being different from the others, maintain his luxury status, brave and do what everyone thinks is wrong or impossible. He has created such an incredible brand and image thus far.  Meeting Vladimiro enlightend me in a different perspective, a designers perspective. It is crucial for me to understand this since I would like to work in product development. In that field I need to understand fit, price out the garments etc. This benefited me dramatically. I am anxious to see what else we do with Vladimiro!

On June 13th