“A Brand Needs to Take a Stand”

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

BALDESSARINI

“A BRAND NEEDS TO TAKE A STAND”

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

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 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.