“The Man Who Translates Fashion” - NYMag
Beliefs
A good campaign imparts a simple, timely truth about a brand or culture. Multiple layers of meaning What is beauty → the picture or the story behind the picture? Primary concern is idea, “so clear it can express a designer’s intentions on many levels and…be understood by a child” → fragmentation
Never starts with a moodboard. Starts with abstract, conversation
Verderi Quotes
The thing that is dangerous, for me, is to start with a mood, not an idea. It’s really hard for me to look at something that’s already been done.
To actually resolve something and to not leave it there, where it’s everything and nothing, you need discipline. It’s difficult. You have to be really honest with yourself. Like, is it actually true what I’m saying?
You are attracted to someone who has the courage to ignore the context and just believe that what they’re doing is right
Campaigns
Ten Protagonists (written by Ottessa Moshfegh, portrayed by Carey Mulligan) Italian Vogue with 100 covers LV with Yayoi Kusama Adidas x Alexander Wang
Context
Fashion ads were usually created by CDs from graphic design or magazine. Foundation of aesthetic Aesthetic seems less important in the digital world, with generation who grew up not looking at magazines Used to advocate for beauty over truth in fashion (fantasy) - not anymore?
NyMag Quotes
Mastering Greek is a useful skill for a creative person since the language is all mental puzzles because of the multiple meanings of each word. It teaches a person to stay open.
He had this incredible curiosity and knowledge, but he really questioned whether he could turn it into something real,” Premutico said. “He wasn’t an expert in any programs or methods to be able to express or show his ideas.