I absolutely love what Gentucca Bini is doing for fashion. At the Pitti show in Florence, she set up a designated area not just to showcase her pieces, but to actually create them on the spot. She is breathing new life into garments that are otherwise expired and outdated by using her own inspirations to redesign them.
What an amazing perspective, to re-invent in this way. Fashion is the ever-revolving door of reinvention, but she takes this notion to a new level entirely by literally reinventing a garment.
This is how fashion brands should approach their own reinventions. Whether it be Halston, MaxMara, Celine or Givenchy (all of which have taken on new relevance), it’s about identifying with the heritage, reinterpreting the brand story, and adding just a little something new and innovative to re-establish a brand that is relevant, historically regarded and attention worthy.