Franca Sozzani Quotes
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Credibility is a must. Think of all those bloggers that kill us with photos outside the shows - there will be a selection there, too. Not because some are less good, but those that do not impose a style will have fewer requests.
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Today it's normal. Photos used to be a support to the text, but we turned things around, reducing the words to a minimum.
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I don't like fashionistas. They only wear the brand. You want to become a fashionista? Easy! Spend money.
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Everything inspires me. It could be a movie. It could be a book. It could be a house. It could be one word - I'll think for hours and hours about one word sometimes. It could be anything.
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I like to be risky every day, changing minds every day. I'm not reliable at all in my ideas. I can change my ideas three times a day. I change different things, the parts of the content. But I never change the content of who I am. So my challenge every day is to change and to take risks.
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This is a choice I made 26 years ago when I joined the magazine. Vogue was in Italian but I wanted to speak to everyone so I thought of creating images that were made to talk.
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I think very highly of Expo and all is going well. We've seen big problems with [corruption] scandals [at local government level], but it is going forward, with the highest number of participants ever expected.
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I think I just do what I feel is good to do. Everybody can give me their suggestions, but at the end, the final risk is mine because it's my name on the magazine. So I only do what I really feel. Everybody tries to influence you, of course: "Oh, this is the right moment to do this" and "This is the right photographer to choose," and "This is the right model to have . . ." I listen, but I must go my own way. When you take risks, it means that you know every month people are there to judge you.
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The light of the screen annoys me.
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What worries me is that now, communication is virtual.
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I was doing the Black Issue in 2006 and then went to Africa for Uomo Vogue. I've worked with Gucci and Fendi, committed to create jobs. Fifty percent of those ads went to non-government organizations in Africa. [Nelson] Mandela was on the cover, it helped create attention.
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What is Milan's character? Let's not be closed in by our provincialism.
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I am a great supporter of [Matteo ] Renzi, he is young, he knows how to communicate, he's our great hope.
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I don't have time, I watch movies, or shows people are talking about. Television is the medium I use the least; I'd rather use my computer, iPhone or iPad.
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As for Instagram, I follow about 100 people, but I am not interested in what a designer is doing or what a friend of a friend is doing. I upload my photos on Instagram.
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I say let Matteo Renzi work. He took over a country that was in disarray, not florid. And not the other way around.
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When we launched our [ Vogue] site around five years ago, I had already started this process on paper. We are now building an enormous portfolio of photos, we've uploaded two million photos and we have three people that review them.
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You just click and you get 18,000 screen shots on how to apply lipstick, for example, but there will be the same selection that has taken place in paper in digital, too.
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There are designers there, we have to think of production, but I am not changing Africa. But if we all do something together....We have to know our limits, I don't have the pretense I can change the world. And I don't want to set up events [to raise money]. Because what happens if the following year they don't have an event, they won't eat?
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I need to protect myself from everybody. I see so many people all day, all demanding their own jobs, their own opportunities, so in a way, I make a distinction. I'm very difficult about opening myself up with people at first . . . It just takes time.
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I am very favorable to the Bourse, to a sale, to what is useful to grow, maintaining jobs, the Made in Italy. It doesn't make any sense and it's parochial to think otherwise. Investors can be French, Russian, as long as they help a business grow.
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Fashion is a mirror of the era in which we live. Why should the magazine be disconnected from reality? It's not like in the past.
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Bloggers now have no concept. They are given things; they put them on, take pictures, and then just disappear from sight. Who cares?
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I think the future fashion will be more and more separated-like, on one side would be big distribution, and on the other side there will be high-level prêt-à-porter and couture. I mean, the prêt-à-porter is already couture in a way for the prices and the way that it's made. The big distribution will allow people to dress in a fashionable way, so this could be for everybody. This part of the big distribution will be stronger and stronger, but the other part we are coming up on is more and more rich people, because we are always thinking about Europe and about America.
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I don't think when you work you have to please everybody - you make a choice. It's not like everybody who is in front of you has to become your best friend.
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Giving back is the new luxury.
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Social media are fundamental to communicate and understand what happens in the world. It's a point of view and an immediate commentary.
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In “Curvy,” they are superhappy with their sizes. We help them dress fashionably. We say: It’s pointless for you to buy leggings, take this because this will look good on you. We help them choose. We don’t talk about diets because they don’t want to be on a diet, but it’s not a ghetto. Why should these women slim down? Many of the women who have a few extra kilos are especially beautiful and also more feminine.
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We've created a community and these images [from Vogue] will live on with exhibitions, postcards, projections. We help them gain more exposure. Instagram already works as a selection. It's my curiosity into the world of youth, what they do, what they buy.
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I thought Italian Vogue had always been considered the most experimental, avant-garde magazine. If I was going to use the same kind of language and the same kind of photos or images on the web site, it would be a disaster because Vogue has its own world, and it could be a little bit cold, you know? We don't give what you call a service.
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