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   After the decades of the wildest prêt-à-porter, of the obsession with the use of alternative and experimental materials, in short, of the standardized production by any means, craftsmanship is coming back to have a leading role in Italian haute couture.


   It’s always about innovation, but intended as a reworking of the past; a sort of “traditional experimentation”. After all, you are talking about an industry that sells at great costs; otherwise, how do we justify the price of an handmade item, if not in front of his quality?

   All major brands have realized that: Brioni and Prada have opened some schools specifically to the training of artisans specializing in the manufacture of luxury; Gucci and Bottega Veneta have filled their websites with videos showing their craftsmen at work; Fendi has even called each bag of the line “Selleria” with a number, which indicates the stitches required to compose it, exclusively sewn by hand.


   We often look to the finished product taking it for granted, as if it were created by himself, and we have no idea of the painstaking precision behind his work, of how much knowledge handed down from generation to generation it needs, and lastly, of how much the craftsman himself loves his work.


   So it is our duty preserving this cultural baggage because, mentioning a famous quote by the writer Louis Nizer, “a man who works with his hands is a laborer; a man who works with his hands and his brain is a craftsman; but a man who works with his hands, his brain and his heart is an artist. “

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