FASHION&DESIGN VS TECHNOLOGY
For its vocation, Superstudio intercepts trends that collects and retransmits, through its events, the changes of society in different ﬁelds, but in particular and periodically, in fashion, in design and in communication. We have asked big representatives of theses ﬁelds an opinion on how much technology is going to inﬂuence their work.GIORGIO ARMANI: A DISCREET TECHNOLOGY THAT RESPECTS VALUES. A rare coherence that didn’t keep him, always being himself, from moving in harmony with times and align to innovations, Giorgio Armani became the Greatest and undisputed fashion creator acclaimed all over the world.
“When I started working, everything was much different. Communication tools were the traditional ones, the bond between fashion and innovation were still at an early stage. Things have changed today: social media are extremely popular, and it is necessary to keep pace with them, bringing one’s own thoughts and personal vision on the most followed platforms. At the same time, big brands and big companies show always more interest and attention towards innovation, pointing more and more towards anathic and correct approach, complying with the environment and world we live in. The great digital acceleration is a necessary element to reckon with and that requires important reﬂections. I prefer a discreet technology and, considering the future, I think it would be nice to imagine a constant and positive way to use it, in pursuit of innovation and excellence, in full compliance with those values that are by now essential for contemporary society”.FABIO NOVEMBRE: ECOLOGICAL AWARENESS AND TECHNOLOGY AT SAME PACEHe is the architect and designer who created the most iconic and spectacular furniture in the last years, becoming the leader in eclecticism and in that “different” gaze that brought design at the border line with art.
“The way we use words is always a bit approximate. Design and fashion are two concepts that refer to human body with different levels of adherence to its surface. The direct contact, the regularity of use and the physical encumber set different their times and consumption. Digitization (speciﬁc term) and innovation (general term) in the last ten years have coincided due to the fact that the management of complexity required simple forms of translation. Once cleared the meaning of term of the terms at issue, we can say that design and fashion never shied away from digitalization (they couldn’t have done so) and that the dialogue between them will be increasingly articulated. I like to imagine an ecological awareness of people living on this Planet that nevertheless I can’t see that as a contradiction with the technology development. Whoever experienced mobile phones have no desire of going back to smoke signals but must be aware of implication of their choices, at any level.”PAOLA JANNELLI: YES TO TECHNOLOGY, BUT RECALLING HUMAN WELL-BEING Her wallpaper company, where she is both entrepreneur and creative director, is actually an endless breeding ground that continues to forge ideas, well beyond wall decorations. Eclectic, curious, always extremely up-to-date on new trends, she lives today’s reality keeping an open outlook towards the future.
“Our time is already in the future. Today technology prevails in any ﬁeld: social, economic, politic. It is therefore necessary to understand, appropriate and manage technology innovation in a creative key. The design business has understood this well and has concentrated its strengths using digital technique for production and it is used in all ﬁelds. Seriality is therefore not the only topic in industry. Customization, personalization of products, of spaces even in collective places become an industrial process and an essential requirement. Just 20 years ago this did not seem possible. Another major theme is sustainability. A very complex and difﬁcult topic, if dealt with seriously. Today awareness to this theme takes place through a collective conscience that requires a gradual yet relentless manufacturing control of goods. Design industry seem to forestall in this the fashion business that, has always been expression and disclosure of taste, is struggling except some excellences, to abandon standardized production processes, and this risks weakening innovation and research. But the world gets mixed up and creating differences even in these ﬁeld is no longer possible. It is a silent and incessant revolution that requires control of technology I would therefore like that the idea of human well-being would regain focus, would become an increasingly central one in every process.”CRISTINA MOROZZI: COEXISTENCE OF FASHION DESIGN AND INNOVATION Moving among writing, design, fashion, exhibitions and consultancies Cristina Morozzi is an expert of all that. A long time esteemed and open-minded journalist-curator, she keeps on being a step forward.
“Digital and printed paper should run two parallel roads of the new world. Printed paper in digital era has the job to analyze topics, establish a connection between new and tradition. Digital should provide fast and concise news, in real time, being connected with the world of fashion and design to allow as many people as possible to be part of it. Design and fashion are two complementary expressions of creativity that concern people’s wellness and pleasures. The dress covers the body, the house welcomes it. They inﬂuence one another, enhancing each other. Innovation is rooted in tradition. Nothing is born from nothing. For me innovation is not breakage, but evolution. Never before, right nowadays, creatives are back to being homini faber discovering the pleasure of making manually, personally, what they have created”.ELENA SALMISTRARO: A CONSCIOUS MIX OF ANALOGICAL AND DIGITAL Still very young and yet multi-award winner, appointed Design Ambassador by the Foreign Ministry and by Accademia di Brera in Milan, she instilled in her design the romantic and “fashion” note of a decoration bordering art, signaling, at first glance, its contemporaneity.
“Today digital is an essential part of our lives, a smartphone, a tablet are indispensable instruments, especially at work. Even though, personally, I am very fond of everything that is analogical, manual, even primordial, I am perfectly aware that ignoring or refusing the technological progress is unthinkable. As far as I am concerned, I try to create the best possible dialogue among those elements, fashion, design and technology, striving as much as possible to balance their presence inside a project, whatever it may be, either a graphic or product one. I feel certain that today the true challenge is ﬁnding the right dosage for the “mix”. In future, I think that higher awareness and knowledge will ensure interactions and presences to be increasingly skillful, legitimate and competent and not just simple experiments.”