Nicola Formichetti On How To Keep Up With The Times

Nicola Formichetti On How To Keep Up With The Times
Nicola Formichetti On How To Keep Up With The Times
Video: Nicola Formichetti On How To Keep Up With The Times
Video: Fashion Week - Lady Gaga at Paris Fashion Week | The New York Times 2023, February
Anonim

Nicola Formichetti is a mystery of sorts. He can be called a digital pioneer, because, being one of the major players in the industry, he was one of the first to actively use social media and the online sphere.

Image
Image

Since Renzo Rosso was appointed Artistic Director of Diesel in 2013, Nicola completely transformed the brand and its perception. He created a whole online lifestyle for the brand: Nick Knight shot ads for him on the iPhone, and the latest campaign was broadcast at all through PornHub. At the same time, Diesel sales are experiencing a sharp increase.

When asked why Diesel is so active in the network, Fomychetti replies: “We love the network. Sometimes I hate that this is a second reality, and sometimes I love it. Today, we must focus on both of these worlds. It seems to me that the store should be a place where people can experience the brand in reality. The physical stores should become temples of sorts, full of amazing things that we are proud of. After getting to know the product in reality, you can buy things through the online store."

Image
Image

It's no secret that Nicola Formichetti preaches the idea that a brand should be based on connections with real people. A brand can talk with a person, discuss his experience, in the end, initiate a trip to the store itself. Here the client will receive practical advice and an individual approach, this is the only way a modern brand can be successful. No brand will rise to the top if it is based entirely on the Internet. Therefore, Diesel stores are opening one after another. However, Nikola is with all his heart and for new types of shopping: “This is different from the old way of shopping. Therefore, we must work with the digital world as well. I am trying to make our site more organic and personalized. This is what I am doing at the moment. In this way, we will help people become part of our brand through the network as well”.

Image
Image

When it comes to recent changes in the industry, Nicola is pretty calm. “I think we are going through one of the most exciting times. The system is finally changing. I have always felt that there is something strange about her that has not made sense for a long time. Sometimes it concerns exclusives, sometimes some shows for VIPs. After all, we work for all consumers! - says the creative director of Diesel. “Of course, being a big brand with our own stores, we can decide where, when and how to sell. So we are in a safer position. However, we still have a lot of work to do, because customers today are better informed about everything in the world than before."

Image
Image

He doesn't seem to be intimidated by the ever-accelerating pace of fashion. When asked about this, the designer replies: “Several years ago, sending a letter by e-mail, I was not sure whether they would read it right there or in a few days. But today you can get the answer right away. This is the normal development of the world. And here you should not think - is it good or bad. You just have to adapt, and if you don't, you will be left behind."

Popular by topic