On LP.com, I love to bring a variety of posts and this one is slightly different. I got the chance to fire a few questions at the managing director of menswear brand Antony Morato to get an insight into what’s coming up concerning the latest collection.
1. Can you tell us a little about your background – what were you doing before Antony Morato?
I grew up with my parents owning a factory where they produced fabrics and clothes, I spent hours and hours with my parents in the factory, learning about new textures and garments observing them work and learning their skills which prepared me for my future career in design and fashion
2.How did you get involved with Antony Morato?
In 2007 I decided to throw myself into a new adventure, creating a brand that gave me the opportunity to spread my creativity and my own ideas of fashion. I paid particular attention to the male fashion sector and I realised that there was a big opportunity for a product with fashion attitude but at the same time accessible in terms of style and price. At the beginning it seemed crazy, 25 years old and starting a completely new brand but I have never looked back since.
3.What made you begin the ‘Places’ campaign?
‘Places’ is born from the necessity to communicate the many possible
interpretations that AM collections may have. Our collections can be adapted to a many people and in many places. I liked to collect the testimonies of people in major European capitals, and let them speak about their way of living in the city and the connection they have with the city and themselves.
After ‘Places’, for the SS16 collection we introduced the new advertising concept that is #IamwhoIam, and it is the second step in the story I am trying to get across – this time its focused on the beauty of differences in people.
This # is the claim that the concept of the new advertising campaign of Antony Morato is straight talking without any danger of being misunderstood. A message focused on everyone to spur AM wearers to interpret their own personality through their own look, without fear or worry.
4. Can you describe your personal style?
I would define it as contemporary fashion, inspired by various known cultures from my recent travels. A mix of elegance and glamour but still comfortable. I am a very curious fashion follower and am always on the search for new things. I am not eccentric, but I like to express myself through little details.
5.The style of Antony Morato is smart relaxed yet functional for everyday wearing – what inspires you?
The inspiration behind Antony Morato is definitely cities in the world, the places where both people and culture combine. I love to travel and I specifically like to watch and learn people and cultures around the world by observing their different styles and most importantly how they mix. I think this is one of the most important things for a creative designer to do.
6.Do you follow movements in fashion with your work – do you feel you need to have fashion style?
Antony Morato originates from Italian style and from which we do not follow any particular fashion movement but we constantly look for innovation and ideas that can let us be modern and contemporary – a style with deep roots.
You can check out the whole collection here.
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