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On Authenticity

Branding Authenticity

Branding Authenticity

A Conversation with Miuccia Prada, Head Designer of Prada and Founder of Miu Miu

Censorship is huge now. Basically you can’t say anything interesting on the record. I did an interview with a very important journalist some time ago, but then I told him to cancel eighty percent of what I’d said. I know that makes me the censor but I don’t want to ruin my life over an interview. I have responsibilities. It’s hard because whatever I do, someone ends up being upset. A company our size has to think about everything. I made the choice not to be niche, only for the sophisticated few, so I have to accept the limitations of that choice.

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Monoprix at 40 Rue de Sèvres

Monoprix at 40 Rue de Sèvres

A Conversation with Demna Gvasalia, Creative Director of Balenciaga and Founder of Vetements

I like playing roles; it makes me feel safe. Authenticity for me perhaps means something different than for most people. I don’t have one interpretation of authenticity when it comes to style; I like moving between them. When I wear a sweatshirt with ‘Monoprix’ on it, what am I signalling? Am I saying it’s cool to work at a supermarket or am I making people ask themselves why I’m wearing a Monoprix logo, when I could be wearing one from Balenciaga? Well, you tell me. Obviously everybody knows that I don’t work at Monoprix, well everyone who knows me does anyway. If a stranger sees me in the street wearing my Monoprix jumper, they might think I really do work there and I quite like that.

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IS DIGITAL AUTHENTICITY POSSIBLE?

IS DIGITAL AUTHENTICITY POSSIBLE?

If you search ‘Armani jacket,’ you get one million versions of the same thing, with slight adjustments: golden buttons or silver buttons, big sleeves or short sleeves – all these modifications. And there’s a little bit of creativity put into every version of it. There is something strangely appealing about it. I think about our place as designers within an ocean of images and garments, a kind of melting pot. Originality is about figuring out how to use those components and play with them.

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