In the picturesque surroundings of Oxfordshire, the BoF VOICES 2024 brought together prominent figures from the luxury fashion industry to discuss creativity and culture. Among them were Alessandro Michele, the recently appointed creative director at Valentino, and Jacopo Venturini, the brand’s CEO. Their partnership exemplifies the essential bond between designers and executives, a theme that resonated throughout the conference.
Creativity and Leadership: A Harmonious Partnership
The integration of creative vision and sound business acumen is crucial for the success of a luxury brand. Michele and Venturini’s previous collaboration at Gucci is a testament to this, where their efforts led to exceptional sales growth. Their friendship, which spans nearly a decade, is grounded in mutual respect and trust. Venturini remarked, “Our relationship is based on trust and respect.” Such a strong foundation is vital in an industry where fashion trends are perpetually shifting.
Valentino, under Michele’s leadership, aims to be more than just a megabrand; it aspires to be a maison steeped in history and emotion. Michele articulates this sentiment by stating, “You must care about this house, it is a real home.” This perspective cements the idea that luxury fashion is not only about products but also about the narratives and emotions that accompany them.
Freedom as the Bedrock of Creativity
A key highlight of Michele’s discourse centered on the notion of freedom in creativity. He candidly acknowledged that his work can provoke polarized opinions: “I think I polarise the audience in some ways; there are people who hate me in a very strong and aggressive way.” However, he embraces this reaction as a sign of true artistic expression, claiming, “I’m happy with myself because I am free.”
Venturini supported this viewpoint by emphasizing that Michele’s creativity is rooted in this freedom, allowing him to craft designs that challenge norms and expectations. This strong belief in the importance of creative freedom—to express oneself without boundaries—is something that resonates widely within the artistic community.
Innovative Collaborations: Building Brands Differently
Another focal point of the conference was the importance of collaborations in building successful brands. David Allemann, co-founder of On, and Jens Grede, co-founder of Skims, provided insight into how innovative partnerships have propelled their brands forward. Allemann recounted their unconventional approach to endorsements, which involved inviting tennis star Roger Federer to invest rather than simply endorsing their products. This strategic decision not only fostered a deeper connection with their brand but also positioned Federer as a key stakeholder, contributing to On’s identity.
Similarly, Grede acknowledged the significant role of Kim Kardashian in shaping Skims. “Without Kim’s creative direction, we couldn’t have built the brand,” he stated, further adding that her vast social media following enabled their rapid growth. These examples underline how modern brands can leverage both innovation and celebrity partnerships to achieve recognition and success in a crowded marketplace.
Transforming Online Shopping Through Technology
The landscape of online retail is continuously evolving, a topic extensively covered by Ruth Diaz, Head of Amazon Fashion Europe. With consumers increasingly drawn to immersive shopping experiences, Amazon has implemented features such as livestreams to engage shoppers in real-time during fashion shows. “We amplify the product and at the same time, you can buy and get it into your house,” Diaz noted, emphasizing the need to meet consumer preferences in real-time.
The integration of artificial intelligence, showcased through Amazon’s virtual shopping assistant, demonstrates the industry’s willingness to adapt and innovate. This commitment to enhancing user experience aligns perfectly with fast-evolving consumer behavior, increasingly characterized by shorter attention spans.
Art and Identity: A Conversation on Otherness
In addition to fashion, discussions expanded into the realms of art and identity. English artist Es Devlin discussed her exhibition “Congregation,” which features portraits of Londoners from immigrant backgrounds. Through this exhibition, she aims to explore and bridge the layers of separation within society. Her collaboration with writer Ekow Eshun, who recently published “The Strangers,” served as a poignant reminder of the vital narratives surrounding identity in contemporary culture.
Similarly, Pakistani-American painter Salman Toor discussed how his art reflects his personal battles with identity and belonging. His works, often centered around queer brown men in domestic environments, serve as a means to process his upbringing and experiences.
The Future of Luxury Interiors
Discussions also touched on the changing landscape of luxury in design. Jesse Lee, founder of Basic Space, questioned, “Why is design the new luxury?” He noted that the era of easily accessible luxury has made exclusivity a new benchmark. Paulin, the founder of Paulin, Paulin, Paulin, reiterated this notion, citing the importance of selective access. Today’s luxury is about curating experiences rather than merely retailing products.
In conclusion, the BoF VOICES 2024 underscored the dynamic interplay between creativity, culture, and business in the fashion industry. As leaders in fashion share their experiences and insights, it becomes increasingly clear that the future lies in fostering partnerships, embracing technology, and addressing the complex narratives of identity in a globalized world.
