Daad Dantone Show Reel - En

M i l a n o M

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Where - somewhere in Milan... at home

When, 7,30 a.m.

“As soon as I wake up every morning, I go to the window and scan the street below my home. The severe architectural lines of the buildings on the opposite side of the road, the discreet walk of people on their way to work. The innate elegance of this city is evident everywhere, and I don’t want to miss a moment” 2

Where - Milan, Galleria Vittorio Emanuele

When, 7,55 a.m.

“Style is also made up by traditions. This is why, whenever I’m in Milan, I begin each day with breakfast at Camparino. A historically known bar, where you can breathe in the bustle and atmosphere that is typically Milanese” 3

Where - Milan, Corso Vittorio Emanuele

When, 8,00 a.m.

“For Italians, everything must be a work of art, like this delicious cappuccino: Carlo, my trusted coffee maker, always surprises me with new and amazing designs in the foam�

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Where - Milan, San Carlo al Corso

When, 8,45 a.m.

“San Carlo al Corso, I often walk past here; it is a very special place, because some of these windows date back to the old family dressmaking shop …”

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Where - Milan, San Carlo al Corso

When, 8,45 a.m.

â€œâ€Ś and even these steps are something of a time machine for me. These are the very steps that led to the old dressmaking shop, where everything startedâ€?

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Where - Milan, San Carlo al Corso

When, 8,50 a.m.

“I still have some of the magnificent clothes sewn by my father Savino during the fifties.

At the time, the whole concept of “pret a porter” did not yet exist” 7

Where - Milan, San Carlo al Corso

When, 9,00 a.m.

“every now and again, I think back to the old dressmaking shop; I’m not really sure why, perhaps because it is always a source of inspiration, like this box where I keep bits of Dantone’s history.”

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Where - Milan, San Carlo al Corso

When, 9,10 a.m.

“This here is my father Savino. During the fifties, he was a sought-after tailor, because of his talent, his intuition, and his perseverance. He was a point of reference for the industry, a model that I could imitate�

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Where - Milan, San Carlo al Corso

When, 9,15 a.m.

“Here he is again in 1954; a photograph recording the time he received the all-important “Forbici d’Oro prize” 10

Where - Milan, San Carlo al Corso

When, 9,15 a.m.

“For whoever worked in the fashion industry, style was something that was also worn.

For me, this is also true today.�

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Where - Milan, San Carlo al Corso

When, 9,20 a.m.

“...at a later stage, the family business moved to sales, while still respecting the same spirit and values. With a strong focus on finding new labels, which saw us among the first to take a chance on the young Armani, Westwood, Van Noten, Gaultier, Demulemestar...�

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Where - Milan, P.za S. Babila

When, 9,30 a.m.

â€œâ€Śa walk through the centre of the city is also an opportunity to pick up on infinite inspirations, like in these entrances with their minimalist linesâ€?

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Where - Milan, Via Montenapoleone

When, 9,40 a.m.

“In Milan, style reigns supreme. By simply taking a walk, you see styling ideas. This combination between the romanticism of the garment and the grit of the waistcoat is very interesting…”

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Where - Milan, via Santo Spirito

When, 10,00 a.m.

“I am at the boutique on Via Santo Spirito. For me it is crucial to convey the bond between the historic and contemporary right from the entrance to the boutique…”

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Where - Milan, via Santo Spirito

When, 10,00 a.m.

“... it’s where I recognise myself the most; the place where I spend most of my day” 16

Where - Milan, via Santo Spirito

When, 10,00 a.m.

“The entrance to the boutique is our calling card: the customer must immediately perceive the world of Dantone�

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Where - Milan, via Santo Spirito

When, 11,20 a.m.

“For the Dantone customer, the atmosphere in the boutique is a magical place where they can enjoy an emotional and superlative buying experience�

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Where - Milan, via Santo Spirito

When, 11,30 a.m.

“Most of my everyday work involves looking for and selecting new shapes, new fabrics, new aesthetics…”

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Where - Milan, via Santo Spirito

When, 11,35 a.m.

“I also place a great deal of importance on the boutique’s interior design, which should be refined and always representative of Dantone’s aesthetics” 20

Where - Milan, via Santo Spirito

When, 12,00 a.m.

“Here is Miss Wang, one of our many dear customers. In the way we conceptualised the boutique, creating a relationship with the customer is essential for creating loyalty�

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Where - Milan, via Santo Spirito

When, 12,10 p.m.

“That would really suit you; what do you think?! It’s wonderful to discover every day that we are in synch with certain customers’ tastes” 22

Where - Milan, via Santo Spirito

When, 12,15 p.m.

“The crucial moment: trying on. At this stage, it is very important to help the customer, and know how to explain the garment, and its style content�

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Where - Milan, via Santo Spirito

When, 12,30 p.m.

“For me, customer satisfaction is a great reward; an incentive to continue with our work, respecting the criteria of top quality and continual research�

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Where - Milan, P.za S. Fedele

When, 20,00 p.m.

“It’s evening in Milan; certain views offer a perfect contrast between the classical and contemporary; just like Dantone’s style” 25

Where - Paris skies

When, 9,30 a.m. (the following day)

“This is Paris… I have a meeting lined up with Pablo, a young designer that is still unknown but very interesting. Will we come out on top of this challenge like we did with Armani and Dolce & Gabbana? Who knows ...”

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