For Italians, fashion is an essential and familiar presence that adds a spice of "joy" to life. One of the designers who has long been a driving force in the Italian fashion industry is Rossella Jardini.

After serving as creative director for Italy's leading luxury brands, Bottega Veneta and Moschino, she is now focusing on her own eponymous brand.

After observing the industry for over 30 years, she says that modern fashion seems to be "losing its poetic beauty." She talks about the changes in the industry she has seen, the strengths of Italian fashion, and her impressions of Japan upon visiting.


--You've been at the forefront of the fashion industry for over 30 years, but both the industry and the times have changed dramatically during that time. How do you feel about these changes? What do you think has changed the most?

The internet has changed everything. For example, while in the past only people in the fashion industry attended shows, today some people don't even know what a designer's job title is. While the general public only saw the latest collections six months after the show, they now see them in real time. As with the "See now, buy now" mantra, I feel like the desire for fashion, its poetic beauty, and its joy are being lost as we focus too much on consumption.

As the pace of change accelerates, the burden on designers and directors increases, potentially leading to a loss of creativity. I believe this is also the reason why pieces that seem to be direct copies of past archives are appearing. I worry that in the future, brands will continue to focus too much on business and consumers will continue to chase trends, leading to the loss of the true essence of fashion.


--I feel that many Italian design brands, including Moschino, are unswayed by trends and always advocate their own style. Rather than giving customers and the market what they want, they take the lead and lead their fans. That means the designs are all of a high level, but what would you say are the strengths of Italian fashion, the advantages it has over other countries?

Even for a maison-level brand, having a founder who is still alive is a major strength. This means the brand's DNA can be inherited directly from them. In any industry, it's not easy to maintain a concept and maintain the brand's colors without wavering. No matter how prestigious a brand is, if it changes creative directors or designers every few years, it's only natural that its foundations will crumble.


--Your own brand, Rossella Jardini, exudes the glamour, elegance, and playfulness that truly symbolize Italy. You seem to be expanding your sales channels to Japan and Asia. What kind of brand do you want to develop it into?

Russella Jardini is a brand that truly reflects me. It's full of items that I want to wear and am wearing myself. My favorite part of the production process is choosing the materials. There are many companies in Italy that produce high-quality, unique materials, so I visit them in person to see, touch, and select the products I want. It's important that the designs are not only good, but also comfortable and easy to wear. Rather than focusing on advertising, I want my brand to brighten the daily lives of customers who truly love the brand, providing them with elegance and energy. I visited Japan several times around 30 years ago when I was working at Bottega Veneta, and returned this year for the first time in a long while for the Russela Jardini launch party. I think the atmosphere in Tokyo has improved with the increase in greenery and parks in the city. I'd be happy if people living in Japan also came to love Russela Jardini.