From The Straits Times    |

Audi Star Creation judge interview with Mario Boselli DECORIt’s May and the fashion frenzy that is Singapore’s Asian fashion week has begun. The first event in the series of competitions, runway shows, tradeshows and seminars that is collectively known as the Asian Fashion Exchange was the pre-judging of this year’s Audi Star Creation young fashion designer competition.

One of the guest judges this year was Mario Boselli, the president of the Camera Nazionale della Moda Italiana – the Italian Chamber of Fashion. This is the man who not only helps organise the internationally famous Milan Fashion Week, but is also part of an organisation that is doing its best to help younger, less well-known Italian fashion labels become established on the world stage.

Beginning his career at his father’s company – a traditional Italian silk mill – in 1959, Mr Boselli has parlayed his early business training into a super career on the boards of numerous major companies from Italy and around the world, but it’s obvious that his first love is fashion.

At an interview held between the pre-judging of the 2012 Audi Star Creation entrants and their catwalk show of capsule collections, Mr Boselli gave herworldPLUS an insight into not only why he thinks Asia is important for the Italian, and European, fashion industry, but also why it’s important to support young designers.

What impact has Asia had on the Italian, and European, fashion industry?
I believe that Asia is a very unique part of the world; it’s growing [and] it’s a very strong trend for Italy and Europe. Not only China, but Southeast Asia is also very important. Singapore is very interesting to me … I was surprised to discover so many major Italian labels have a huge number of stores in Singapore. I know of no other major city that has as many outlet for Italian brands in the world [outside of Italy]. There are 17 Armani boutiques!

For Italian brands Asia has been very, very important. In China, for example, brands like Zenga are very well-known – it was the first label to go to China – and Ferragamo, as well as Prada and Gucci. There is good name recognition for these brands; and they are known for their quality. In China people want to buy Italian brands that are made in Italy, not those that are made in China.

What about younger, newer Italian fashion labels? Are they well-known outside of Italy or in Asia?
Italian fashion is best known for its luxury brands, the big names. Now we have to help the new generation designers to develop. This is what the Italian Chamber of Fashion does. We have to help build them [new labels] up; these markets [Asia and China] are not close to Italy so it’s difficult for small and medium sized brands to move into the world.

It’s not easy for these brands to “jump” from small [runs] to being bigger brands. It has to be done little by little; step by step. The main problem is business structure [being able to produce larger ranges are a good price point].

How does the Italian Chamber of Fashion assist new generation Italian fashion designers?
At the Chamber we have three main programmes to help these new generation designers. The most important is our Fashion Incubator. We take the young designers, the really new or start-up brands, and help them in all areas of developing a fashion business. We help with finance, trade, production, image and marketing … we invest a lot of money on this. We are assisted by the Chamber of Commerce in Milano.

The other two programmes are smaller. The second helps some designers to produce one collection and to show it during Milan Fashion Week; the third programme just helps up-and-coming designers to get a show during Milan Fashion Week.

Has the internet had an impact on the Italian fashion industry, and what’s your opinion on its importance?
Online has absolutely had an impact on Italian fashion, on the whole world of fashion. It is one of the most important things to consider, it’s the future of fashion. But there are two important things to consider. One is that is an opportunity for all fashion companies from big to small, but also we must remember that there is also a risk. Copying is the main problem. Social media also adds to this risk, especially now people can take photos at shows and immediately show the world. But, I don’t think the way of dealing with it is like the way Tom Ford restricts his shows; that’s just his strategy but it wouldn’t work for all fashion brands.

What’s your opinion on the quality of the fashion designers that entered Audi Star Creation?
I’m very impressed by their organisational abilities – we Italians aren’t that organised [laughs]. There are some very good, some not so good, but the overall average was very good. I was surprised at the number, and quality, of the Korean designers.

Can you tell us who you think will win?
No, no … I’m democratic, it will be a vote [laughs]. Besides, I need to see what they [the collections] look like on the catwalk.

Mario Boselli is the president of Camera Nazionale della Moda Italiana (the Italian Chamber of Fashion), the chairman of the Cariplo, Setefi and Moneta (Intesa SanPaolo Group) Pension Funds, the Italy-Hong Kong Association, and sits on several company boards. He has been President of Federtessile, Fiera Internazionale di Milano, Pitti Immagine, International Silk Association (Lyon), Italian-Slovak Chamber of Commerce (Bratislava), Centrobanca, as well as a Member of the Board of UBI Banca. Among his many honours, he was appointed Cavaliere del Lavoro (1990), Commandeur de l’Ordre National de la Legion d’Honneur (France 2002) and Cavaliere di Gran Croce Ordine al Merito della Repubblica Italiana (2007).

Audi Star Creation 2012 will be judged at the Tent@Orchard on Monday, May 14, at 3pm. The winners will be announced at the end of the runway show. For more information about Audi Star Creation, go to www.starcreation.sg or follow @herworldPLUS on Twitter. For more information about the Asian Fashion Exchange go to www.asiafashionexchange.com.sg, for more on the Blueprint tradeshow go to blueprint.sg and for more on Audi Fashion Festival go to audifashionfestival.com

To win tickets to the Parco Next Next show during Audi Fashion Festival, go to: Win tickets to catch PARCO next NEXT at Audi Fashion Festival