Fashion

Martine Rose brings a new atmosphere to Milan

Vogue: I know that for your shows in London, the location is always very important to you, whether it's a market, your daughters' school or a local community Where did you decide to exhibit in Milan?

Well, the whole concept is really different. When we went to Italy last time, we wanted to do what we did in London, but in Italy. It was about finding a surprising place, based on Italian culture. This time, we wanted a completely empty place, so a place that does not particularly evoke emotion in itself. The concept that we bring is going to be the transformative element. The building has no particular significance, either historical or cultural. It's an empty and fairly neutral space. I'm sure this has been used for many shows already. That's what we were going to do with the space in terms of building it and everything in there, that's what's going to be exciting.

Vogue: What inspired this change?

We reference each other a lot. I look at the archives and I ask myself a lot of questions. What have I explored in the past? What am I currently looking to explore? I asked myself and my team, where do we find beauty? Where did you find beauty in the past? What is the current landscape? What are many people suggesting? What do we propose that opposes this or that can exist alongside this?

I don't want to fall into the pattern of finding a formula and just saying, “This is my formula, people like it, so I'm going to make it again.” As a creative person, I don't find this particularly inspiring. I guess if I find it repetitive, other people might too. I trust that people are willing to take a journey with me.

Vogue: If this is a departure from what you're used to, what can we expect to see?

The last few seasons where we have done shows have been very special in terms of location, as you said, the location has been very symbolic. The casting was very symbolic, it was about characters. You can smell the person and recognize them. So I wanted to surpass myself and I wanted to ask myself other questions [this season]. I'm still very interested in these things, but I wanted to go beyond that.

Sources

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2/ https://www.voguebusiness.com/story/fashion/martine-rose-brings-a-new-mood-to-milan

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