A luxury

repossicelineA 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.

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Images: Jak & Jil and  Interview Magazine

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3 comments
  1. Victoria | Bougeotte says: 3. September 201318:08

    I am in love with this post – and I completely agree. There’s just something so intriguing in a designer who isn’t as public as Karl Lagerfeld, such as Hedi Slimane who rarely gives interviews, yet still remains true to his design aesthetic through his personal style. In the fashion industry it is very polarized in my opinion – you are either completely open to the media, or completely enclosed – both ways you are talked about. if you are somewhere in between, it just won’t work as well.

    • Marzena says: 3. September 201321:07

      Thank you for the sweet comment and for sharing your thoughts, Victoria! I think that you are right: it seems as though there are two camps. The ones who keep to themselves and thus nurture a certain mystery around them and the ones who are more open and thus nurture a certain image proactively. Both communication strategies will spark interest, whether it is because one doesn’t know anything really about the person behind the brand or because one know quite a lot and wants to know more. What I find pretty interesting is that „quiet“ designers such as Dries van Noten are venturing outside of their comfort zone and into the „new media“ (e.g. interview with Garance Doré). Pretty curious to see how this all continues…

  2. Lately. Literally. | Definitely Golden says: 3. September 201322:51

    […] seems as though I have a thing for fine jewellery lately, literally. Lately because only a few posts ago I mentioned the jewellery designer Gaia Repossi. And literally because, as you can see, all these pieces above are exquisitely subtle. I love the […]

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