FOREVER INNOVATOR Among the interviews along with the numerous tributes to Flavio Lucchini’s anniversary, we propose an excerpt of the one published on Domus, that brieﬂy retraces his professional story. You have been one of the most inﬂuential people in publishing in the 60’s/70’s/80’s. How (and when) have you discovered your vocation for fashion?
As Giorgio Armani says, I was not born with the vocation for fashion as happens for many young ones from an early age. At primary school I was good at drawing. At high school I definitely wanted to be an artist. Fashion came working. After studying Architecture in Venice and Art at Accademia di Brera, you decided to dedicate yourself to fashion publishing.
My experience in the graphic design began in Milan, where I moved in early 50’s attending Politecnico and, later on Accademia di Brera. I then had the opportunity to create Fantasia, my first monthly women magazine, that was soon noticed and appreciated . This was the magazine that opened me the doors of Corriere della Sera to create Amica. With these two magazines my adventure began and I discovered my passion for fashion. Publishing, art, graphics, marked your professional path. How did they inﬂuence in your professional development and why?
Art, fashion, graphics, architecture have been predominant interests in my life both professionally and personally. The magazines that I created helped me to express them and give them value right from the beginning. In the late 50’s there were no model agencies nor photographers specialised in fashion in Milan. The Corriere had great journalists such as Buzzati and Montanelli. I thought Amica should have great photographers working in Paris. Fashion was different with them. I remember in cinemas there were nouvelle vague movies. You could breath new air. As a matter of fact, a few years later, the Beatles, miniskirts, Carnaby street and King’s road arrived in London. I brought this atmosphere into Amica. After a few years at Amica, Condé Nast called me: they just bought the Novità magazine. I convinced the powerful editor in chief of the American publishing house,
Liberman, to transform it into Vogue to give it prestige and follow the new times. This was the decision that changed my life and the fashion history of Milan. In 1983 you founded Superstudio 13, ﬁrst centre for photography and image. Then, in 2000, Superstudio Più, great hub dedicated to fashion, art, design and communication. What do you think about these increasingly close relation among these areas?
I always considered fashion an important fact, an incentive and reflection of social and world change. In 1983 I thought of opening, with Fabrizio Ferri, a centre of photographic studios and services with a lot of space and all those new technologies that fashion photography required. The technical update had been necessary as the process of photography was fast and expensive for the single photographer. In 2000 my great passion for fashion, design, art and innovation led me to open a large hub for events connected with my experience. Superstudio Più was meant to serve “advanced” communication and give visibility opportunities to young talents and emerging artists. Besides that, to have my art studio. In 1990, once the fashion heroic period was over you relinquish all your positions to devote yourself to art. Was this a choice or a necessity?
I chose to dedicate myself to art as I always felt an artist. I also thought it was my duty to make people understand some of the many messages that the dress transmits. In this sense, I never walked away from fashion. Everything inspired me, from Haute Couture to burqa. Today you are a 90 years young guy. If you think about future, what would you like to pass on to the future generation of designers, creatives and entrepreneurs?
To young entrepreneurs, to creatives of all kind, I would like to say: strongly believe in your ideas and abilities. Love your decisions and your work will make you happy. Put passion into it. Invest all your energies to reach your goals. You will do it.
Complete interview on Domus www.domusweb.it