A few minutes ago I assumed that this post is going to be nothing more than a little portrait of Gaia Repossi and her homonymous jewellery brand. Which would have been totally fine since there is a lot to be said about the creative director and her take on a craftsmanship which is shaped by hundreds of years of tradition. However, when I started to write about my first encounter with Gaia Repossi (Garance Doré) and to mention all the different kind of sources that have featured her (e.g. The Gentlewoman and The Coveteur) a question popped into my mind and got me distracted.
Is a strong link between a fashion brand and the creative head behind it nowadays de rigeur?
The possibilities of shaping one’s image can certainly be classified as countless, many of them venturing quite far from the classic interview. Think Karl Lagerfeld and Tom Ford who have opened the doors to their lives and ateliers in a documentary. Think Michael Kors enjoying his high chair and judging role in Project Runway. And think Russian designers Vika Gazinskaya and Ulyana Sergeenko who make smartly use of the current street style craze. Renouncing all forms of publicity and cultivating a certain kind of mystery seems more than ever a curiosity. Couturier Azzedine Alaïa is one of the rare fashion personalities who renounces the spotlight and opts for something different. His minimalist philosophy extends from his designs over the number of collections to his PR strategy. A demeanour like this seems probably like a luxury to a lot of marketing executives, a luxury which one cannot afford these days when personalities have become a fixed currency. And yet, one should not forget that secrecy, this particular luxury, is something that we are all attracted to.