"The so-called "Italian formula" was and is still going up but it is within our reach. Probably my generation made some mistakes of calculus, but whenever youre wrong, if you manage to survive, you learn many valuable things for the future development of your business."

"The so-called "Italian formula" was and is still going up but it is within our reach. Probably my generation made some mistakes of calculus, but whenever youre wrong, if you manage to survive, you learn many valuable things for the future development of your business."

Fibre2Fashion: What did it take you to be a famous designer? What factors have helped you to grow as a designer?

Roberto Verino:

I guess we have to properly handle the gift of opportunity, we should know how to act at all times as required by the situation. In last twenty-five years, I managed to turn a small family business into a true fashion company. Spain has a great diversity of products and international presence. I think first it was my obsession with the product quality, then this was transmitted with an attractive image and, finally, making that our sales network was not an obstacle but an aid to our effort to move to the final consumer that excellent relationship quality price that I believe is one of the keys to the success of our brand.

F2F: Do you think that Spain will be fashion capital in the near future?

RV:

I think Yes, because we have the all the necessary requirements to do this..., indisputable creativity, know-how, unquestionable technical expertise and a consumer potential, practically infinite. Thanks to our popularity as a tourist country. The so-called "Italian formula" was and is still going up but it is within our reach. Probably my generation made some mistakes of calculus, but whenever you're wrong, if you manage to survive, you learn many valuable things for the future development of your business. When we tried it for the first time in the eighties, we failed, probably because of inexperience. But as demonstrated by the example of Inditex, the Spaniards are able to always find solution to the problem. If we are not creative or if we did not have the extraordinary alliance of the tourism factor, probably we would have not been so optimistic.

F2F: How can we relate the Spanish fashion to the global fashion?

RV:

I think that the Spanish fashion is absolutely related to international, because although there is a typically Spanish creativity, the wishes of consumers - increasingly informed and increasingly globalized - make the market very homogeneous and, sometimes, very conservative. Only a few brands, with a distinctly avant-garde spirit, can be pulled out of the record that supports only small national qualifications... No one is oblivious to the enormous influence of Chanel, Dior, Armani or Dolce.

F2F: Do you feel that popular designers design only for ‘Paris thin’?

RV:

I dont think that is the case... The most prestigious designers created an image on its runways or in advertising where the "ideal body" always have a size 36 and a very recognizable top face, but then, each one of those images, is converted into real product which must also include the size 38, size 40, size 42 and in some cases, some more... The image of the ramp must not be confused with the actual product. The designer should not forget that it really strengthens a brand’s image. Clothing feels very good when youre young, beautiful, tall and thin, but we designers are obliged to dress up any woman who wants to wear our brand…

F2F: Sometimes a designer’s creation is not well received. What should be his outlook in such situations?

RV:

When designers are wrong, it is probably because they have fallen into the temptation to discover something new... Sometimes that search gives extraordinary results, but at other times, the desire to be bright, creative, or extravagant, becomes against the designer who has raised it... There are two ways to deal with the problem. One is to carefully avoid the risk of being posed to generating controversy - as a method of advertising effective and inexpensive - way deliberate or routine.

Second way is to use this resource and prepare a good response, although as in the case of Comme des Garcons or Jean Paul Gaultier, I remember particular, pajamas as a tribute to the victims of the camps of Nazi concentration, or women with a bruise on eyes, are not accepted by the press and the public. I must admit that sometimes I include in my fashion shows a few drops of provocation so that my presentations are not a boring display of a good product, but whenever I do so, I carefully avoid dropping this provocation in the vulgarity or unnecessary excess.

F2F: Tell us something about the notable works done by you from 2011 to 2013.

RV:

As you know, those were the few years especially marked by the economic crisis on the Spanish consumer, so I believe that most extraordinary of those seasons has been to continue to offer a consistent product. Products proposed through a few parades, in which I have not lowered an inch of my effort to generate enthusiasm in my potential consumers. All of this is to compensate the complicity of my client...So that the client stays with me... If you ask me for something extraordinary, let me remind you that in times of severe storms, the truly extraordinary thing is to save the boat.

F2F: What is the USP about your label?

RV:

I believe that throughout these almost thirty years of brand, my product is characterized by two key concepts, one would be which I call "functionality", i.e., to surround my consumer of an essential product, that works, that will help you to dress without the temptation to dress up what it is not, that has given a solvency to the product that I think it is recognized. The other serious quality is of pursuing a "dream of fashion" coherent, knowing that likes even more conservative customer assume some risk, just to feel at ease with itself, in a world in which at least the "fashion information" is increasingly more democratic. Roberto Verino formula would be of a quality which includes certain exclusivity, but within reach of a vast minority.

F2F: Tell us something about your latest/upcoming creations.

RV:

The latest collections have had a common thread, on the one hand. The rereading of the Roberto Verino style, an idea which arose as a result of the "Roberto Verino, 25 years of fashion" exhibition. It was exhibited at the Museum of costume in Madrid. I thought that twenty-five years of a fashion brand allowed rereading of its key pieces, and so built always in fashion "style of a house" not Chanel, Dior, Armani... About this idea solapamos, also very suitable for these times, making a reflection on luxury, on what constitutes the true luxury, sometimes is not both appearance and inner satisfaction.

We wanted our customers to dream with our collections, as at other times of difficulty, they dreamt of what they saw in the movies or read in novels. Fashion could have focused on the psychological depression of Western fashion consumer, but I have chosen to become the charming Wizard. Is not insisting on the black scene... but to add, as a good shock, a note of happiness about his harsh daily reality... isnt that the real goal of luxury?

F2F: What is the role of a fashion institute/school in shaping of designer? Do you feel that it is necessary?

RV:

Yes of course, I believe that today's young designers have an excellent opportunity in their hands, which previous generations, lacked. I know that there were Jinn before them or away from them, but the specialization leads our world. This will make them as creative as the Anglo-Saxon, give them clarity on theoretical aspects as the Italians and make them as the French. the fashion schools are becoming more essential. In fact, if you return to start, that would be my most tasty subject...

F2F: What is your opinion about growth of luxury apparels market in the Asian region?

RV:

It seems to me the natural result of Chinas spectacular economic takeoff. I think that because a huge generation of wealth is accompanied by a taste for life that has one of the best showcases in fashion. It also happened to the American middle class after the second world war, Europeans in the decades of developmentalism, the Japanese of the 1980s, or the Russians who rediscovered the capitalism after 60 years of communism.

I believe, moreover, that true passion of the Orientals by the fashion and luxury have been the true Savior of the old European prestige, probably without that consumer frenzy hosted around greater China. Chanel, LVMH, or Hermes, or Armani or Prada or everyone else would today have the extraordinary economic results which exhibit proud against its shareholders. Although there are worrisome symptoms on the economic future of China, "Chinese miracle" has already changed the world forever.