How is the design approach of a beachwear and lingerie Style Director different to that of a clothes Style Director?

I believe that the approach of a creative director must be governed by the same logic whether you are dealing with clothing, couture or beachwear. In the first place everything begins with a powerful creative idea or inspiration that expresses the essence of the brand in question. Then there is the style briefing with the designers who develop the collection to define the structure of the range. There then follows constant monitoring of image and style consistency. The involvement of the style director with the designers is fundamental in as much as it ensures the balancing of creative flair with the strategic and distribution aims of the company.

How much importance does a woman place on fabric patterns for beachwear or underwear?

Printed fabrics are very important when choosing a bikini or swimming costume and likewise the different textures of stretch fabrics are very important for the consumer looking for soft, flexible, excellent fitting fabrics. Often all that is needed is a range of different colours to define the spirit of a collection and to determine its success.

What added value does La Perla bring to the garments in your collection?

La Perla is perhaps the international brand that more than any other has always enhanced its garments with impressive added value. This ranges from the richest and most sophisticated Schwarzkopf crystal embroidery to soutache (a very distinctive embroidery technique using the same Lycra of the swimming costume "sliced" in extremely fine strips).  Research into materials also provides added value, as does the study of forms (always part of the tradition of La Perla) achieved with cuts and shapes that bring out the best of the structural design of the body.

Does your sector always follow the trends proposed by trendsetters or do you prefer to study the trends that work best in the collections personally?

Trends are always taken into consideration but what makes a collection unique and original is its ability to distil trends, sometimes even to the point of completely changing them and adapting them to the unmistakeable style of each fashion house.

How are the La Perla collections positioned in the international market and what difficulties arise with competing companies?

La Perla is an international brand that enjoys worldwide fame and has different competitors in every geographical area; in some seasons it is challenged by well-prepared and in vogue competitors. Fortunately by always investing in research and modernisation, La Perla has maintained its position for more than 50 years whilst the others disappear after a few seasons.

As far as your work is concerned how stimulating is it to visit a trade fair such as MarediModa that offers a panorama of new trends in the underwear and beachwear market?

MarediModa is a benchmark exhibition for all companies in the sector. I think that it would be a mistake to underestimate or worse still to desert this event. There may be seasons that feature more innovative ideas and others that are more repetitive, but its complete and exhaustive selection of exhibitors furthers understanding of the most suitable materials most appropriate to the style of each individual company when they work on their new collections.

May 2008