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Creating clothes for laying your feelings bare
By Yang Di |
April 19, 2013, Friday
|
Print Edition
Print Edition
ITALY and fashion: two words inextricably linked. But people who think Italian fashion just has space for its big names is quite wrong.
Stefano Ughetti, the designer of CAMO exemplifies this. A native of the city of Biella in northern Italy, since 2007 he has been the creator and owner of CAMO menswear collections.
"My intent is not to merely create clothes," Ughetti told Shanghai Daily, "but to create products that enable wearers to share their feelings."
CAMO seeks to link clothes, feelings and sensations. "Our intent is to dress an idea, or better to make an idea become a dress."
Ughetti's concept is pretty clear. At the age of 20 he started as textile producer, then in 2005 he opened Superstar, a menswear concept store.
And then came CAMO. "I've created my clothing line CAMO to fill my desire to share and to challenge myself in a global market and not only in Biella," Ughetti explained.
CAMO is characterized by simple lines and comfortable garments, and the choice of material and forms confers a classic but revisited look.
"Each collection is inspired to a specific theme chosen spontaneously," said Ughetti. "We are influenced by everything around us. Creating a collection is fulfilling this desire to share. The clothes are the means and not the end."
Ughetti defines the CAMO target market very simply; anyone who feels comfortable in the clothes.
To date, the collections are only on sale abroad but Stefano Ughetti has considered bringing his work to China.
"I thought about it and I hope this will come true. This year, thanks to the Milano Unica fair, I was given the opportunity to introduce my collection in Shanghai," he said.
"I'm expecting curiosity from the Chinese market as the 'Made in Italy' tag has kudos not only for big names but newcomers like CAMO."
Having taken steps in Europe, CAMO is now ready to show China that Italian small names are beautiful.
(Caterina Bernardini)
Belgian company seeking to bag success in China
With a 20-year history of creating functional bags and travel gear for discerning professionals and frequent travelers, Belgium-based brand Hedgren opened a Shanghai flagship store on Huaihai Road last year.
Founder and designer Xavier Kegels who is also famous as the founder of the Kipling brand, said Hedgren's success can be traced through its focus on design excellence, superior functionality and technical innovation.
Hedgren upholds the principle of being multi-functional and comfortable, says Kegels.
Recently, he spoke to Shanghai Daily.
Q: You've created several successful brand. What motivates you?
A: For me success has never been a synonym for "making money." For me "success" is reaching a level of satisfaction in life and to be conscious of it. Moreover, I have always been some kind of a "starter;" I like to create new stories. Once the story is mature, I am ready to leave it to people who can organize and develop it.
Q: What is the philosophy behind Hedgren?
A: It's based on aesthetic functionality. Functional details must look attractive. For instance, straps on travel bags must be obvious to show their strength and beauty.
Q: How do you interpret the concept that "little extras make the difference?"
A: This indicates that details in life are very important. Today, we are all getting flatter and flatter - there's no depth in our way of thinking. Everything needs to be fast. And if we think fast, it can't be deep. This is also true for consumer's products. Small details give a product a very important added value.
Q: When designing casual bags, what comes first to you? Material, function or style?
A: First of all, when I work on my collections, I do not think about giving priorities to style, function or material. Creation is based on a sense of being or a sense of feeling which will lead to a natural (automatic) choice of style, function and material. Sometimes the style of a bag will explain the function by using a specific material but for other collections functional details will be prominent and will make the material less important. The creative process is very instinctive.
Q: What do you consider the breakthrough in your career?
A: Becoming conscious of a very specific life philosophy as explained above, and thinking independently to follow this philosophy is making me strong and making me feel useful in the world.
Stefano Ughetti, the designer of CAMO exemplifies this. A native of the city of Biella in northern Italy, since 2007 he has been the creator and owner of CAMO menswear collections.
"My intent is not to merely create clothes," Ughetti told Shanghai Daily, "but to create products that enable wearers to share their feelings."
CAMO seeks to link clothes, feelings and sensations. "Our intent is to dress an idea, or better to make an idea become a dress."
Ughetti's concept is pretty clear. At the age of 20 he started as textile producer, then in 2005 he opened Superstar, a menswear concept store.
And then came CAMO. "I've created my clothing line CAMO to fill my desire to share and to challenge myself in a global market and not only in Biella," Ughetti explained.
CAMO is characterized by simple lines and comfortable garments, and the choice of material and forms confers a classic but revisited look.
"Each collection is inspired to a specific theme chosen spontaneously," said Ughetti. "We are influenced by everything around us. Creating a collection is fulfilling this desire to share. The clothes are the means and not the end."
Ughetti defines the CAMO target market very simply; anyone who feels comfortable in the clothes.
To date, the collections are only on sale abroad but Stefano Ughetti has considered bringing his work to China.
"I thought about it and I hope this will come true. This year, thanks to the Milano Unica fair, I was given the opportunity to introduce my collection in Shanghai," he said.
"I'm expecting curiosity from the Chinese market as the 'Made in Italy' tag has kudos not only for big names but newcomers like CAMO."
Having taken steps in Europe, CAMO is now ready to show China that Italian small names are beautiful.
(Caterina Bernardini)
Belgian company seeking to bag success in China
With a 20-year history of creating functional bags and travel gear for discerning professionals and frequent travelers, Belgium-based brand Hedgren opened a Shanghai flagship store on Huaihai Road last year.
Founder and designer Xavier Kegels who is also famous as the founder of the Kipling brand, said Hedgren's success can be traced through its focus on design excellence, superior functionality and technical innovation.
Hedgren upholds the principle of being multi-functional and comfortable, says Kegels.
Recently, he spoke to Shanghai Daily.
Q: You've created several successful brand. What motivates you?
A: For me success has never been a synonym for "making money." For me "success" is reaching a level of satisfaction in life and to be conscious of it. Moreover, I have always been some kind of a "starter;" I like to create new stories. Once the story is mature, I am ready to leave it to people who can organize and develop it.
Q: What is the philosophy behind Hedgren?
A: It's based on aesthetic functionality. Functional details must look attractive. For instance, straps on travel bags must be obvious to show their strength and beauty.
Q: How do you interpret the concept that "little extras make the difference?"
A: This indicates that details in life are very important. Today, we are all getting flatter and flatter - there's no depth in our way of thinking. Everything needs to be fast. And if we think fast, it can't be deep. This is also true for consumer's products. Small details give a product a very important added value.
Q: When designing casual bags, what comes first to you? Material, function or style?
A: First of all, when I work on my collections, I do not think about giving priorities to style, function or material. Creation is based on a sense of being or a sense of feeling which will lead to a natural (automatic) choice of style, function and material. Sometimes the style of a bag will explain the function by using a specific material but for other collections functional details will be prominent and will make the material less important. The creative process is very instinctive.
Q: What do you consider the breakthrough in your career?
A: Becoming conscious of a very specific life philosophy as explained above, and thinking independently to follow this philosophy is making me strong and making me feel useful in the world.
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