Milan Fashion Week opened with the country’s Prime Minister Matteo Renzi pledging his continuing support for the industry. My favourite quote from his speech was: “What I’m asking you is to help this country offer products as fascinating as your own collections, products made of values, culture, ideals, which are at the heart of craftsmanship as well as of people’s sentiment.”
Though the value of Italian craftsmanship is undisputed and second to none, perhaps he was trying to remind the creative industries that in order for people to remember the product and pledge their loyalty they must have something intangible to draw them back as well. The fashion industry is a turbulent one and it is my opinion that he was trying to emphasize the fact that sooner or later it will not be about who is wearing what, but why. He doesn’t seem to be a fan of the disposable fashion culture — so my type of guy.
