style in progress 1/2022 – English Edition

Page 168

WHAT'S THE STORY

Managing Director Florian Wortmann perceives Baldessarini as a brand with attitude.

BALDESSARINI

“A BRAND NEEDS TO TAKE A STAND” What characterises the heritage of the collection founded by Werner Baldessarini? Self-confident masculinity. The way forward is more complex, according to Managing Director Florian Wortmann. He plans to instil Baldessarini with fresh excitement – and attitude. Interview: Nicoletta Schaper. Photos: Baldessarini

Baldessarini has strong connotations of its own history. How does one incorporate that into the future? When I started last January, I reached out to Werner Baldessarini to gain a better understanding of the brand. I am convinced that you have to return to the roots before you can renew them with credibility. A man who wears Baldessarini needs a high level of self-awareness – this claim remains valid. However, the distinct masculinity of the past no longer reflects the modern male image. Masculine looks are absolutely acceptable, but they should always be playful and laced with a touch of irony. Exciting, please explain that in more detail. Our fashion template is New Hollywood. We tap into the optimism and attitude of 1969 166

style in progress

Strong roots, fresh image: Baldessarini has adopted a stringently contemporary approach.

and transfer it into the present. It is all about the desire to experiment and push boundaries. Who is to say that our menswear cannot be worn by women too? Our shirts made of flowing viscose or silk show that the boundaries between womenswear and menswear are becoming increasingly blurred. That is why we could envisage releasing a small capsule featuring unisex essentials. Why not? You have studied generations Y and Z at length. What does that mean for Baldessarini, especially as ready-to-wear is a core brand element? I firmly believe in the return of readyto-wear. It will, however, be interpreted differently: with broader silhouettes as an expression of a desire for freedom that promises more comfort. For me, this aspect is just as indispensable as a premium brand‘s commitment to sustainability. This is what our claim “Tribute to Nature” is all about. Our denim, for example, is BCI certified as of September, and we are gradually shifting to natural and nature-based fabrics that require less water in

the production process. We share this information with our customer via a QR code, as we want to raise awareness of the issue. Generally speaking, fashion is more consumer-driven today. Yes, with the new generation setting the trends. In this context, product marketing evolves into relationship marketing, because the brand thrives on the interaction with a community that shares a certain attitude to life. We strive to engage them at digital touchpoints, which is why we not only present content, fashion, and videos in cinemas, but also on social media platforms such as Instagram. Similarly, our e-shop brings Baldessarini to life despite the fact that we intend to remain a brand for the specialist retail trade. Above all, a modern brand needs to take a clear stand: in favour of diversity, against racism. It is no longer acceptable to stay out of everything. Only brands that show attitude can hope for their fashion to evolve into a medium of expression. This is what restores its meaning and esteem.


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Articles inside

Editor's Letter

3min
page 258

Everything Is Energy

1min
page 255

I’ll Take That

1min
page 252

It’s Good To Be a Child

1min
page 254

Marketplace With Happiness Guarantee

1min
page 253

Responsible Innovation

2min
pages 250-251

Perfect Match

1min
pages 248-249

Art, Design, Tailoring

1min
page 245

Two Picture-Perfect Stores

2min
pages 246-247

“Stationary Retailers Are Our Brand Ambassadors”

3min
pages 241-244

“How Green Are We?”

2min
page 235

Passionately Analogue

6min
pages 238-240

“Reduce to the Max”

4min
pages 236-237

“Our Customers Demand a Holistic Experience”

5min
pages 232-234

How to Reintroduce Pleasure to Consumption?

5min
pages 229-231

Disruption in Store Design

11min
pages 218-228

Tailoring With a Modern Twist

2min
pages 215-217

A New Home for Traditional “Tracht”

2min
page 214

Clothing Reflects Feelings and Moods

2min
page 213

“We Remain True to Our Values”

2min
page 210

Dawn of a New Era

2min
page 211

Committed to Heritage

2min
page 212

“The Time Is Right for Our Product”

2min
page 209

“Subverting Norms and Classicism”

5min
pages 206-207

That’s the Spirit

2min
page 208

Time to Shatter the Glass Ceiling?

14min
pages 200-205

“Open-Mindedness and Flexibility”

2min
page 199

Conveying Passion

2min
page 198

“It Is Time for a New Management Culture”

2min
pages 196-197

“We Need To Nurture Talent”

5min
pages 194-195

Unrestricted Creativity

2min
page 193

What Does Optimal Leadership Entail?

4min
pages 190-192

“This Is Couture”

2min
pages 186-189

“This Is Grade A”

2min
page 176

“We Aim To Be Ahead of the Times”

3min
pages 178-179

Off to New Horizons

4min
pages 180-183

“We Have a Finger on the Pulse”

2min
page 177

Full of Character

3min
pages 174-175

“We Invest in the Brand”

2min
page 173

Pioneering Spirit

2min
pages 170-171

Always Honest

2min
page 172

“A Brand Needs to Take a Stand”

2min
pages 168-169

“We Are Looking Forward To Turning 101 and 102”

2min
pages 166-167

Next Level: Made-to-Measure

4min
pages 162-163

How a Collective Brain Works

4min
pages 164-165

The Principle of Play, Fun, and Excitement

9min
pages 152-161

Data for Good

5min
pages 148-151

Al Italoamericano

1min
page 114

Triple Jump Final

5min
pages 144-147

“This Is the First Time That NFTs Have Utility”

10min
pages 138-143

The Rock & Roll of Gen F(ortnite

2min
pages 132-133

“Digital Fashion Is the Fast Fashion of the Future”

9min
pages 134-137

Fashion Cashmere

1min
page 115

“Conquering the Global Accessories Scene”

2min
page 116

Sartorial Street(wear

12min
pages 117-131

Take a Look

1hr
pages 36-99

“The Future Draws From Roots”

1min
page 112

“We Picture the Future of Trousers!”

1min
page 108

“Let Humans Do What Humans Do Best”

13min
pages 100-107

Iconic Boots

1min
page 113

“We Strive to Create Everyone’s Favourite Jeans”

1min
page 110

New Shapes, New Nuances

1min
page 111

Next Level

1min
page 109
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