Interview to Giuliana Benetton by Giusi Ferrè.
06/12/2006 | Events |
BA and MA in Fashion design Course, Treviso.
There was an atmosphere that I believe much of events could envy, yesterday at the Fashion design faculty. Three, among the most important personalities of the Italian Fashion world, with their stories made us travelling the world. The air around was so friendly and of intimacy such that let us know a period of the fashion history in a privileged way.
Along the tight day programme, organised by the BA and MA Fashion design Course, to celebrate the Benetton’s 40 years activity, was foreseen the interview to Giuliana Benetton by the well known Fashion journalist Giusi Ferrè. Here below some of the most suggestive moments.
Giusi Ferrè starts her interview, asking details on clothes created by Giuliana Benetton for the Paris catwalk to celebrate the Benetton 40 years activity.
In 20 minutes - anser Giuliana Benetton - I have tried to resume 40 years. Some clothes has been created ad hoc for that catwalk but about the 40% are already being produced.
However, which was the starting point - Giusi Ferrè asks - Benetton is the color, the wool.
Giuliana tells how she had always been partial for wool and of her stubbornness to go against her mother’s decision for her to work in another job. And how, afterwards, having had the mother’s consent, she devoted herself with enthusiasm, without counting work hours, to realise her clothes, to understand how the wool machines were working, to experiment new solutions always discussed to obtain the best. Then, Luciano’s offer, the brother, arrived: you create clothes and I will sell them. From there every things started.
When did you think to call your Brand with your own name?
Giuliana’s already ten years activity carried a brand called tres jolie which from that moment on will be called Benetton, she says - the change arrived when we felt confident to call it with our name.
Ms Ferrè remembers how the fashion world become aware of the Benetton brand in the very moment that they opened their shop in via Montenapoleone.
Yes - she answers -customers were arriving with designer clothes and were matching our wools. We always targeted a medium quality production, reachable by everybody. Thus, the carded wool and the poor cashmire that we could colour. The success - she carries on had always been the family union, each one of us was good in its own sector and also today - she says - we are closed as in the beginning.
to be continued
