London: At the Istitute Marangoni, in Fashion street took, place the Master Class “The Future of Italian Fashion, in talks with Lavinia Biagiotti, the most famous italian youngest fashion designer . she is in London for a shows about the Made in Italy on the occasion of the exhibition “The Glamour of Italian Fashion, 1945- 2014” at Victoria and Albert Museum .
Lavinia Biagiotti Cigna, 36 , begins to work in the familiar firm in 1996 once he finished the high school after the father’s death. She is the third generation of the Italian fashion family, and the vice president of the Biagiotti Group, founded by the grandmother who had a haute couture’s atelier in Rome from 1955. Love fashion, fragrances, art & sports.
“Future is a white paper to write everyday. I know is scaring but we have to invest in it.” that ‘s what she said about her own idea of the Made in Italy’s future.
Future is Generation:”We have to generate something new everyday. The comparison between junior and old people is a sinergy, a source of knowledge which we have to exploit and improve.”
Future is Heritage: “We have to follow rules but at the same time we have to break them.”
Future is Identity: “Fashion is the way to explain what happens around the world, but for a firm it is a deal which has to be understanded from all over the world.”
The young designer not think about designing only ,but think of the respect for nature and the environment also.
Future is Green: she said “A pair of glasses needs 1000 years to recycle, indeed we have patented the Bio-Plastic which is eco-friendly and sustainable.”
Future is Passion and Art: ” Our firm collaborate with Olimpiadi’s champions, because fashion is like sport, it needs a lot of dedication and sacrifice to reach the achievements. We also collaborate with movies, indeed we have created clothes for “The Great Beauty” directed by Paolo Sorrentino, which has won the 2014 oscar’s edition for the best foreign movie.”
In the second part of the masterclass, Lavinia replied to the audience’s questions, that deal with very important matters, like technology and wellness. She said that when she joined the company, in 1997 , technology didn’t exist. Nowadays, the Laura Biagiotti brand tries to meet up new knowledge with classical world. And about the hot topic of the excessive thinness of the models, she said that “Wellness is seeing a healthy woman, neither too thin nor too fat. But new generation is more self-confident with their bodies than the older ones.
We asked Lavinia what she could advise to the Italian young people, interested in fashion, and she replied: I think that the sense of sacrifice will be the best way to make it big. My parents taught me that working hard is the key of success in this field, as well as the other fields. At just 18-20 years old, you should be ready to invest your own life as stylist. It could give you a lot of pleasure, but you could fail too.
I think that working in fashion field can be compared with sport, because both need passion and responsibility. In fact, I am among the first to exploit the synergy between two of the fields for which Italy is best known, fashion and sport.
My tip for Italian new generation?I suggest to have experience abroad, around the world, because it opens mind.
Nowadays everybody knows the world by means of social network, but seeing London in person is more good.»
The Laura Biagiotti brand is the proof of the importance of Made in Italy abroad: Italy isn’t just “pizza and mandolin” but fashion too.