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INTERVIEW

ALVofa philosophy life signs an unmistakable style

Talking to Alviero Martini is like setting off on a long journey. With infinite destinations and multiple fragrances that accompany us in our search for our ideal personal space

EXPORT MAGAZINE: I am delighted to meet you again in this Milan which, if I am not mistaken, you consider your point of departure and of arrival… ALVIERO MARTINI: That is exactly right, my character is that of a curious person always ready to discover new places, cultures and ways of self-expression. I have made travel my philosophy of life; I cannot stay still, and if my profession has led me to crossing many frontiers, I have to admit that my inner self has always been very gratified, as I have had the chance to be myself at every moment in life. It is clear that you know the real dimension of travel on your return, to your home, your habits and your entourage. In this sense, Milan is my “safe haven” , made up of memories,

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memorable events - I am thinking of the fabulous 1980s, when everything was possible and could be achieved with talent and determination – I am thinking of today when the economic and social reality has changed and unfortunately not for the better, and yet I am convinced that there is still room for success. I am cautiously optimistic for the future, and I am convinced that the fashion business, like all the others, besides, can continue to express itself, even though with different rules and after being scaled down. EM: Can you explain better… AM: Society has changed, the purchasing power of consumers has decreased on average; with so-called globalization, we have witnessed phenomena that have spread like wildfire of impoverishment of the product and lowering of the price.

On one hand, the super-luxury, on the other products that can be purchased by the less fortunate categories but which are disappointing. This has led to my reflection on working on projects based on quality, on good taste, with prices that the average consumer can afford. EM: Can you tell us something about your new project? AM: First of all – because probably not everyone knows – in 2005 I ‘changed skin’ and left the world of maps leaving the company I belonged to earlier, I set up a new brand called ALV, the first three letters of the alphabet forming my name. The three letters also stand for Andare Lontano Viaggiando (Go Far by Travelling), by Alviero Martini. I needed a design to make myself recognized and, reflecting on this, I thought of all the passports I have accumulated in time thanks to the infinite number of journeys I have made. I collected the original stamps of my ten passports, with all the entries and exists from the various countries, including the European ones as long as they existed and I

made a texture which is called Passport. Passport is synonymous with travel and it is an international name, that can be understood in all languages. I have made some collections with this graphic symbol, which will be followed by five or six other designs which will build up the collections each time. The Passport line also includes leather goods, watches, formalwear for men and women, socks, junior clothing and babies’ pieces and footwear. Glasses and a home collection will then follow. EM: Last but not least, a line of fragrances is about to be launched… AM: Of course and that is why we met recently in Bologna in the prestigious hotel I Portici for the preview presentation to the trade press… you were there and were able to test the fragrances and see my presentation and that of our licensee Beautimport of Bologna.

EM - Profumeria Selettiva 2-17  

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