SCS - Creative sharing for all
This is the first article in a new regular column by Stefano Chiassai, fashion designer, art director and coolhunter, in which he opens up his world to all Fashion Times readers, sharing the creative explorations of his SCS project.
We met Stefano in his studio, a real creative workshop where he, his wife Alessandra and his team, create work for major international fashion brands. It's no mere chance we are meeting here; it immediately becomes clear what it means to be a fashion designer, a creator of attitudes, what savoir faire really means.
“Being a designer isn't like being an artist. Art is an instrument of inspiration and expression, a way of capturing sensitivity and creativity, which are obviously at the heart of our work too. Fashion is often reduced to “representation”, to a spectacle for cameras and bloggers…. What we do here is a profession; it's based on experience and culture.”
Walking through the studio, which he calls a “laboratory”, you understand that Stefano Chiassai's style is tied to an image: “every six months I begin with a vision, it often comes to me suddenly while I'm travelling, or having dinner with friends or rereading a book through different eyes… To understand my work you only need to look at my moodboards. It might sound simple but my collections start out from these boards – that's why Pinterest is the social media site I like and use the most. I add fabric swatches, photos, song lyrics or newspaper headlines - in the end the board becomes my collection. It's a bit like when scriptwriters come up with a plot for a series … it's a conceptual roadmap to a destination, a plot to all intents and purposes.”
His idea of fashion is based on translating ideas into reality. It is built on solid data and involves creativity and talent, but also a precise analysis of the market and its attitudes. A mixture of clear strategies that increasingly focus on emotions and the need to produce emotional wellbeing through fashion.
“Generating emotions is key, especially in this industry. I think the time has come to amaze the consumer once more. I like to think that people get excited when they see my clothes on the runway and buy them because they have something to say. What I mean is that to make a collection you have to turn a way of being and thinking into reality. We don't have to please everyone; the main thing is be aware of that.”
Stefano loves contaminations, he loves mixing past and present aesthetics. He is to all intents and purposes a “researcher”, which is why one of his latest projects is SCS, a digital platform in the form of an online journal.
“With SCS, I wanted to share my moodboards with all of you. I wanted to create content first and foremost. SCS is like a container of ideas and we're already on the 5th issue (just like a magazine). Every issue is dedicated to a theme, which might be a word or a city, an artistic expression or a colour, around which I build 5 or 6 boards of images and phrases that I like and will use to develop my collections.”
The new issue of SCS is dedicated to Amsterdam. From now on, this new column will provide great insights into Stefano's creative universe!