WHITE. INTERVIEW WITH FEDERICA TOSI WINNER OF THE LANCIA AWARD

A continuous and efficient research of future names of fashion made in Italy. Among the many features of White, this is the most interesting, challenging, both from a creative point of view and from the equally vital, commercial. During the three days just ended, held simultaneously with the men’s fashion week, the most important fashion fair in Milan has organized two competitions dedicated to them: the Premio Ramponi, won by Francesca Castagnacci, and the Time Award. The winners are Mattheo Thiela, creative pure, for apparel category and Simone Vera Bath for the accessories. Among the special awards Ssheena was awarded the Premio Ice, still Thiela which also won the Premio TaoModa and finally Federica Tosi with the Lancia Award.

Young, proud and composed, Federica Tosi, Roman, expresses the enthusiasm arising from the successful completion explaining in detail each material, technique and silhouettes used to achieve the pre-collection for next winter. << Surely it is for a woman who loves a sophisticated but comfortable style, functional. Creativity is in fact more on fabrics, such as the special dainetto (synthetic fabric like suede, ed), and the cuts given to the various clothes >>. And the production? << I produce everything in Italy, in Apulia to be exact. And, with a few exceptions, I decided to make my every collection with natural fabrics >>.

When you participate in an event such as White, as well as the stylistic and creative point of view emerges also one concerning the relationship between production and distribution. It is not only the press to browse through the various corners, but also buyers from around the world looking for the best purchase being careful, especially at this particular moment in history where even the great powers such as Japan are in difficulties, to cost of each garment. The ability of a designer who wants to bring out his brand is also in being able to read these needs and Tosi chose a particular strategy: << our strong point, besides the high quality of materials and home production, is keeping prices as low as possible. This is because we are aware of how the world is heading and, in particular, this industry >>.

Selected with the other finalists of Time Award from over 300 brands, Federica Tosi proves to possess humility and clear ideas, both in marketing issues and creatively speakiing. Two key elements to make inroads into the bittersweet universe of the new talents of Italian fashion.