QUESTIONNAIRE/2 FUTURE CLASSICS

Matteo Zara, Allegri Marketing & Communications Director

L’UOMO VOGUE How do you expect the menswear market will change in the next few years?

MATTEO ZARA I think we should not ask how the market will change, but how the consumer will change; the consumer who is exper t in social media, and looking for distinctive design that allows him to escape from an standardized and impersonal style. We are experiencing an epochal change from the point of view of creativity and distr ibution. Small brands are rewriting the rules of product development. Almost everyone has sought shelter in so-called ‘collaborations’. We are at the gates of a ne w era in which the Millennials will dictate the rules of style and purchasing - which I do not think will be focused solely on online platfor ms.

L’U.V. What is the future of the ‘classic’ in men’s clothing?

M.Z. When I think of an idea of style , I find that hybrids and contaminations are the key to a new identity for ‘classic’. I believe the double-breasted jacket is a must have for men’s jackets. I think the suit will suffer because of the desir e to wear sweaters over the shirt, either in crew collars or V-necks. It will be a difficult challenge for traditional companies with little inno vation, which will leave space for new players able to dare and reinvent a ‘classic’ style.

L’U.V. What are the items that you will be focusing on for the upcoming season?

M.Z. As well as confir ming the presence of the raincoat as an iconic gar ment, we will focus a lot on the ‘traveller,’ and on colour, proposing a line dedicated to those who have made a lifestyle out of the jour ney. Functional garments, flowing lines, in many colours, but always with great attention to protection - and with an emphasis away from sports and technical brands, because for us elegance is synonymous with style.