Della Valle is a time of extraordinary change - Lifestyle

MILAN - "This is a moment of extraordinary change, an occasion that happens every few years, it is as if it were a Chinese wall between what was yesterday and what will be tomorrow. Either you're here or there, not not there will be more space to be in between "predicts Diego Della Valle, in Milan for the virtual presentation of the new Tod's collection.

Starting from the new presentation format designed for this fashion week, Della Valle says he is convinced that today "we need to think about what we want to be and take into account how consumers change. There is an epochal global change and I, who do not I am a man of technology, I find it very interesting what can be done with new ways of communicating mixed with traditional ones ".

And this "will be a great help for small companies and young designers, it will be a way of being seen at low cost because what matters is the ability of people to create and communicate, large budgets are not necessary".

"Let's look closely at these days - it is his invitation to the sector insiders - there will be a lot of things to learn: in my opinion there will now be a continuous fashion week all year round, we have finished producing products for a specific period, events to gather the community and create attention, to raise awareness, but companies have a monthly agenda, every month they send a product to the store, sponsor it and tell about it ".

As for his company, Della Valle thinks this is "a great opportunity": "We needed - he explains - to shift the axis from traditional communication to that of the new generation, and this brings us excellent results and new customers, more young people, especially in Asia ".

In this, the creative director Walter Chiapponi "understood that the company needed to leap into modernity".

And he did it, for this fashion week, with a small film shot at Villa Necchi, accompanied by the performance of the singer Okay Kaya, where "it is the clothes - says the creative - that convey emotions".

"I wanted it to be all 'raw', washed, not too defined, so as to bring out the sincerity and tell the different characters, seeking a balance - he explains - between what Tod's is and a look to the future".

To give materiality to his proposal, Chiapponi moved to the factory for two months, working closely with the artisans: this is how the mules with resin heels, mules with rubber inserts, knitted ballerina sneakers, cocoon bags, ballet flats with laces and cork platform, monk's sandals with rubber on the sole.

And then the dresses worn by Maria Carla Boscono, Karen Elson and Irina Shayk: 1950s-style blouses in work cotton and pencil skirts, fluid saharianas, bedroom jackets that become summer quilts, crust robemanteau tightened at the waist by leather sashes , petticoats in white leather, all in the name of nonchalant femininity.

For him, with the same spirit, leather or canvas jackets with the giant logo on the pocket, soft double-breasted and rust pullover.