It's a known fact that discerning consumers prefer iconic, designer products able to excite. A trend that today involves everything and everyone. Brushing your teeth with Starck, cooking with Urquiola or Konstantin Grcic, wearing Jean Nouvel or Kartell, traveling with Marcel Wanders or Giovannoni represents the latest design act for everyone.

Until yesterday fashion, or rather fashion designer, was a magic word capable of giving added value and consumer-appeal to many different things, luxury or mass-market products, branded beyond belief and, for this reason, entered the international style circuit...