Giovanni Martini: this spring is waiting for us a new code of luxury

What will be fashionable in the next season? It is difficult to imagine a more important question for those who are used to comply with all current trends. And hard to find a more well-informed informant than the Italian designer, when it comes to accessories, and above all – on the shoe.
Look at future trends divided Giovanni Martini, unquestioned authority in the world of Italian fashion shoes.

Mr. Martini, open secret – as in our days become designers of shoes in Italy, which has been famous for the loudest names and footwear brands?

Become a designer has always been my greatest desire, which, in turn, was generated by a passion for the world of design and fashion. And in the first place – to the enhancement. As a child I began to collect magazines about fashion. I followed the career of the great designers and, in general, quite early realized who dream of being. But we can say that many have identified and my roots.

You hereditary shoemaker?

Yes, this is so. My parents are in 50 years moved to Porto San.Elpidio, town on the Adriatic coast in the Marche region in Italy, who became famous as a center of artisan production of footwear. After moving, they are first employed in small companies, and soon created their own small family shoe company. Today she has 35 years.

To become a true follower of family business, I chose the vocational school shoe business and studied there for two years, specializing in designer and stylist. After graduating fashion, immediately enrolled in stylists, where, after two years, reached its first major goal – qualified as a stylist.

As more career evolved? Who could work?

His career as I started in a small design bureau in the Marche region. Here I got an excellent opportunity to put into practice the theoretical knowledge gained in college. Later I got a job in the company Diego Della Valle, and then for 18 years worked with an American company developing the popular shoe brand “Via Spiga”.

By working with foreign companies, I have traveled extensively in Europe and America, has visited all the capitals of fashion and was able to truly feel the spirit of those places where “born” trends. What is important, I also became closely acquainted with European and American markets and their consumers.

When you have switched to their own studio?

It all started with cooperation with Sergio Rossi. After two seasons of solid work with him, I felt the need to implement their own ideas and opened a design office. Currently, we are cooperating with many international companies, among which Fratelli Rossetti, Duccio Del Duca, Sax, Sonia Rikyel.

Today, the work takes me almost completely. Most often, I even difficult to separate work and personal life, but that I have a big family with three children. In the creation of the models I put all my passion, so often I go to bed at 4 am to finish the deal … But even after so many years, this work still remains for me the most loved and cherished.

What helps to achieve success?

Good luck. It is needed in time to meet the right people, to acquire such an important first experience … But I still believe that ultimately it is a love of  fashion helps the designer to find the right path. This is probably the main component of my success.

You are familiar with the markets of many countries. What is your opinion on the Russian consumer?

Russian buyers are very demanding. He knows how to appreciate the subtleties of the manual design work. In addition, it is much more attentive to detail, rather than buyers of other countries. Particularly important for him are high-quality accessories that he can correctly guess. And most importantly – the Russian buyer knows the true value of the brand “Made in Italy”.

In your opinion, what features characterize the work of designer shoes?

Obviously, this profession requires great willpower, and a little stubborn to realize their projects. But first you must be a keen observer to catch all the changes and incentives, which offers us the society. And, of course, to work in the manner most relevant trends.

What are the trends we expect next spring? Why cook your shoe wardrobe?

Offers fashion for next season are numerous, but they all reflect several key trends. This bright, vivid colors and clean lines. Why wait? Bold experiments! To wait and not be afraid of them! The geometric outline, a combination of inexpensive materials (eg plastics) and luxurious leather (in particular, reptile skins) – all this creates a new Code of luxury, innovative and fresh, but not denying the classics.

Now the fashion transformation, unexpected contrasts, the inner sense of style, impeccable manners, expensive materials. We are moving towards a global market, where the ruling pure style, somewhat garbled, pretentious, rich in unpredictable combinations. And a new collection of footwear and accessories, which will soon appear on sale, will be a case in point.

Tags: designer, expensive materials, Giovanni Martini, global market, impeccable manners, Luxury