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Mimma Viglezio
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Helsinki New Fashion Seminar 16 May 2017

"A collaboration works if it makes sense. Stylistic sense."

Mimma Viglezio is a Creative Consultant, Writer and Editor. Mimma has built her career in communication, marketing and PR in fashion houses such as Bulgari, Louis Vuitton and the Gucci Group. As an independent consultant she now advices companies on matters related to organisation, strategy, product and communications. She is a regular panelist at ShowStudio and writes for several publications. As of June 2015 she has been Editor in Chief of LULA Magazine.

1. What are your thoughts on the current trend of established companies using young designers/artists for collaborations?

I think a collaboration works if it makes sense. By this I mean stylistic sense.  Hiring a celebrity to design a collection just to tap into their social media followers is not enough. The marriage between brands or people has to make sense; the celebrity/young designer/ artist who is hired has to be relevant to the brand and has to have enough talent to be associated with the brand. Actually, I believe that the collaboration is more effective if its objective is not creativity boosting but an honest interest in the interpretation of the brand by a third party, who is admired and close to the universe of the established designer.

2. What are the benefits of these collaborations for both parties?

For the young designer the benefit are obviously public awareness and publicity (on top of some revenue), for the established brands, they are relevance to a certain audience and, if correct, sales; the original brand position can also be positively affected, but only if actually needed and if the collaboration is right.

3. Are there any risks?

BACKFIRE! The main risk is that the collaboration is obviously only an easy way to boost PR or attract attention but has nothing to do, both ways, with the brands/people involved, and therefore will appear fake. The least risk for the established brand is that sales don’t move and problems are not addressed; but for the young designer or artist associated with the brand the risk is greater, and the wrong publicity can backfire and become a burden on their career.

4. What are in your opinion the top 5 collaborations in fashion industry, or your favourites?

Not always my favourite in term of product or brands, but certainly long lasting and very successful for both parties:

Alexa Chung and AG Jeans, Gucci Ghost, Murakami and LV, different brands with Vetements for one collection only

5. What is the best way to find the perfect match for a collaboration?

Create a collaboration only if the brand is healthy and successful, rather than as a final try to solve previous problems; create a collaboration because it makes sense, stylistically and commercially. Having a child to save a relationship is the fastest way to kill the relationship; the same goes for fashion collaborations.

Mimma Viglezio was the keynote speaker in Helsinki New Fashion Seminar 16 May 2017

1 / 1

RELATED TO:

Helsinki New Fashion Seminar 16 May 2017

"A collaboration works if it makes sense. Stylistic sense."

Mimma Viglezio is a Creative Consultant, Writer and Editor. Mimma has built her career in communication, marketing and PR in fashion houses such as Bulgari, Louis Vuitton and the Gucci Group. As an independent consultant she now advices companies on matters related to organisation, strategy, product and communications. She is a regular panelist at ShowStudio and writes for several publications. As of June 2015 she has been Editor in Chief of LULA Magazine.

1. What are your thoughts on the current trend of established companies using young designers/artists for collaborations?

I think a collaboration works if it makes sense. By this I mean stylistic sense.  Hiring a celebrity to design a collection just to tap into their social media followers is not enough. The marriage between brands or people has to make sense; the celebrity/young designer/ artist who is hired has to be relevant to the brand and has to have enough talent to be associated with the brand. Actually, I believe that the collaboration is more effective if its objective is not creativity boosting but an honest interest in the interpretation of the brand by a third party, who is admired and close to the universe of the established designer.

2. What are the benefits of these collaborations for both parties?

For the young designer the benefit are obviously public awareness and publicity (on top of some revenue), for the established brands, they are relevance to a certain audience and, if correct, sales; the original brand position can also be positively affected, but only if actually needed and if the collaboration is right.

3. Are there any risks?

BACKFIRE! The main risk is that the collaboration is obviously only an easy way to boost PR or attract attention but has nothing to do, both ways, with the brands/people involved, and therefore will appear fake. The least risk for the established brand is that sales don’t move and problems are not addressed; but for the young designer or artist associated with the brand the risk is greater, and the wrong publicity can backfire and become a burden on their career.

4. What are in your opinion the top 5 collaborations in fashion industry, or your favourites?

Not always my favourite in term of product or brands, but certainly long lasting and very successful for both parties:

Alexa Chung and AG Jeans, Gucci Ghost, Murakami and LV, different brands with Vetements for one collection only

5. What is the best way to find the perfect match for a collaboration?

Create a collaboration only if the brand is healthy and successful, rather than as a final try to solve previous problems; create a collaboration because it makes sense, stylistically and commercially. Having a child to save a relationship is the fastest way to kill the relationship; the same goes for fashion collaborations.

Mimma Viglezio was the keynote speaker in Helsinki New Fashion Seminar 16 May 2017


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