CINCO DIAS SPAIN, AUGUST 2018

ELISABETTA FRANCHI: “The future of fashion goes through the abolishment of animals materials”

  • The Italian stylist opens the Boutique in Marbella, in addition to the ones in Madrid and Tenerife.
  • She is a big activist in the fight for animal rights and she allows all her collaborators to bring their own animals at the office.

Italy is one of the most influential country in the fashion industry. The stylist Elisabetta Franchi (Bologna, 1968) knows it very well, she is one of the biggest ambassadors of the Made in Italy.
Passion and style, she has just opened the Boutique in Marbella (Malaga), the third one in Spain, in addition to the ones in Madrid and Tenerife. She ensures that the Spanish market is very important to her because the “Spanish women represent Elisabetta Franchi”. Moreover, the great tourism in these places attract, allowing the brand to reach a higher number of clients.

Q. Why did you choose to dedicate yourself to fashion?
A. It is something really strong, which I could feel since I was a little child. It is something instinctive that you cannot learn. I started drawing since I was very young, I used to like it and have a lot of fun, it still gratifies me. If I couldn’t become a stylist, I would have liked to become a pop star, but I have never thought of giving up on my passion for fashion.

Q. Where do you get the inspiration from when drawing?
A. I get inspired by women who do not hide their sensuality and are not afraid to show it. For all my creations I look for a concrete inspiration. Usually it is a strong woman, not only beautiful outside, but also smart. Sensual and with a strong personality. For this collection in particular I took inspiration from a big and very well-known Italian actress from the Seventies, Monica Vitti.

D. How do you comibine you crative work as a stylist with the role of director of the brand?
R. I am the brand, this helps me to keep everything under control and have a complete vision of the business. My head never stops thinking, not even when it comes to the economical aspect. I work 24 hours a day, 365 days a year.

Q. More and more brands choose to not utilize animal materials in their collections; do you believe that the fashion industry is becoming more responsible?
A. Yes, the trend is definitely going this way. When I started this fight for fur-free (campaign against the use of animals’ materials in the fashion sector) I was mainly alone. It was me and Stella McCartney; later on a lot of other brands joined us, such as Versace, Armani, Hugo Boss..and there always more and more brands that are starting following this direction. I believe that this is absolutely the future of fashion.

Q. All of your pieces are packaged in Italy?
A. Yes, the design and production are made in Italy, the only products that are made in India are the sequins for instance and these small details because it would be impossible to realize them in Italy. For this reason everything starts and ends in Italy. It is something that Italians have in their DNA. A way of making things in a simple and artisanal style, a tradition that unifies all the Italian stylists. We know we have the responsibility to show the entire world the importance and beauty of the Made in Italy.

Q. Do you think the value of craftsmanship is being lost?
A. Unfortunately I think so. There are a lot of Italian brands that are part of fashion groups and obviously, being part of such big organizations, there is the risk of losing everything that is artisanal. The Italian brands are anyway very powerful and always try to keep their roots and traditions, as I said before the craftsmanship is something natural, part of our DNA. We need to be strong to protect everything artisanal in each brand.

Q. What are the main objectives of the fashion industry?
A. It is not an easy market. Today you can have a great success but, unfortunately, tomorrow the situation might have changed. It is a world completely different from the other sectors, such as the food one where, if you have an idea, you can carry it on doing always more or less the same. For example, Barilla is Barilla, but the fashion industry is not so easy. You always have to pay attention to what people want and what you are offering them. Otherwise you can be on the top one day and fail the day after.

Q. As a stylist you have a really strong voice, is this a responsibility too?
A. Absolutely yes, the fact of being a public figure helps some fights such as the one to defend Animals’ rights or the Made in Italy. Nowadays we own a lot of communications tools and social networks, such as Instagram, that I use a lot to be as much transparent as possible to all the women that follow me. The message I want to spread is that fashion attracts a lot but it’s not all sunshine and rainbows as it seems, there is a lot of work behind, dedication and sacrifice. If you wants to dedicate yourself to your passion, you must have really clear objectives and know that you have to fight to reach them.

Q. Is it true that your collaborators can bring their own animals to the office?
A. Yes, in 2008 it was born the program “Dog Hospitality”, which allows all my collaborators to come to the office with their won animals. Any kind of animal, dog, cats, turtles..I have eight dogs and fortunately I have the possibility to leave them home with someone who looks after them, but not everyone has this opportunity. Moreover, people who have an animal can relax and work better.