Fendi, Prada, Dior: the ladies of fashion explain luxury

Fendi, Prada, Dior: le signore della moda spiegano il lusso

A high fashion that knows how to return to classic. How? By practicing sustainability, away from hypocrisy. And who can do politics. Fashion ladies explain luxury today. Silvia Venturini Fendi, Miuccia Prada and Maria Grazia Chiuri (Dior) present the way of the top of the range in contemporary society to the press.

The ladies of fashion explain luxury

In an era of great contamination with sportswear, for example, there is a sense of elegance to be found (and therefore taught). Silvia Venturini Fendi, designer of the homonymous brand controlled by LVMH group (in the photo on the left) is sure of it: “Classic is timeless – she says to Milan Finanza Fashion -. We have to re-educate young people to the classic, because this represents a form of sustainability”.

True sustainability

Speaking of sustainability, again with MFF Miuccia Prada (in the photo, in the centre) can recognise that, today, finally, it really is a practice. “While sustainability was previously a theory – she says -, now I have to say that it is really happening. With us it has become normal”. When it comes to fashion responsibility, however, easy moralisms must be avoided. “At the beginning, I was a bit unpleasant about the hypocrisy on this argument – she continues -. For example, the other day we had this blouse with a missile. Then it was said God, no, not a missile! And then in the meantime the world kills itself, but the missile toy doesn’t”.

Everything is political

On the other hand, if everything is political in life (as the adage says), luxury cannot be locked in its niche, as if what happens outside does not interest them. “I believe that in this historical moment we cannot fail to reflect on certain topics – these are the words of Maria Grazia Chiuri from MFF (in the photo, right) -. I started with feminism, which includes other themes for me, it does not simply talk about women. Mine is an activist fashion, I always say it”. The designer’s skill, therefore, lies in modulating her message in a manner consistent with the identity of the brand she works for. “At first, it was viewed with suspicion, criticised, but I believe that anything you do in life has a political value – concludes the designer -. When I arrived, they kept telling me that Dior was tied to the idea of ​​the founder’s silhouette. Nobody ever thinks about it, but Christian Dior founded the company after the Second World War, in a devastated Paris. He thought of that silhouette in a very precise historical context. For me, the idea that that represented femininity nowadays manifested a fundamental problem. Perhaps that was the reason that led me to talk about certain problems”.

Photos Shutterstock and ImagoEconomica

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