Emilio Schuberth was the first, undisputed founder of Italian fashion.
Today it enters the special register of historic brands of national interest.
The brand, taken over some time ago by a group of entrepreneurs led by Elena Perrella, has therefore received recognition as a historic brand of national interest.
Being included in the register of historic Italian brands is recognition of the brand’s historicity and continued existence on the market. Schuberth represents Made in Italy culture and production, draws continuous inspiration from tradition, art and the environment to establish itself as an innovative and international brand.
Emilio Schuberth is a mix of tradition in the name of innovation, beauty and also well made.
Schuberth has always been ahead of its time and, unlike many brands acquired by foreign funds or international companies, it remains made in Italy, a more unique than rare case in the fashion world panorama.
What does a woman bring with her values and characteristics when she is the head of a brand?
“Women are less appreciated, they have to demonstrate more and more, they are more precise when they make big plans” – says Elena Perrella.
Young people, emerging talents, calls for tenders, competitions, are you doing much from this point of view?
“It’s an opportunity for young people, we need to give space to new talent. We give value to those who want to undertake a career path, returning, for example, to real tailoring work. Fashion is not just equivalent to designing a model, tailoring also involves craftsmanship that must be taught again.
It is a point of weakness for a young designer not to know how to do tailoring work. We need to return to the attention of the product. Especially for abroad, such as for the Arab market.
It’s bad to hear and see that people want to dress all the same, according to the rules of the mass market.
Italy must return to another status, and, if it talks about green, to the use of real natural fibres, such as silk or cotton”.
What is it like to work in Italian fashion and how do you see the international prospects?
“Online sales parades remotely, everything is limited for now; if you can dream dreams only on the web and remain self-referential, without a comparison between stylists and new talents, you lose the sense of true fashion, of brand research.
Cool hunters anticipate trends by up to three years, important correspondents travel from one country to another”.
Schuberth was a precursor, it is to him, to his histrionic way of doing things, that we owe the communication of the dress, the clearance from artisanal tailoring. The beautiful and well-made is communicated, communication becomes important, it accompanies the creative process and thus is born fashion.
If we think that communication is still an integral part of the fashion product today, we should underline the modernity of Emilio Schuberth. He is the one who invented the testimonial, always surrounded by models and the most beautiful women that he dressed.
Today, to create the collections we work starting from the historical archive, respecting the characteristics of the Brand. We are very lucky because the characteristics found in historical clothes give them modernity and innovation, that is, knowing and recognizing history in the contemporary.
It is not trivial, studying the past to understand the present and project oneself into the future requires commitment and effort.
How do you see the luxury market today?
“Today, like yesterday, luxury is a winner, represented by refinement and originality, not necessarily expensive; luxury is discretion today more than ever the values of luxury must be clearly legible in the Brand I choose that perfume, that perfume is luxury, because the brand is luxury.
After this Tsunami, everyone wants to live, to be there and fashion will become ‘luxury’. Luxury is not high cost but beautiful and well-made things that make you feel good; it is the brand that must convey the idea of luxury with its values. What Heritage is today is luxury”.
How has lifestyle changed in the Covid era?
“People have developed an awareness of the value of well-being, of the value of good, well-spent time. we go back to looking at whether and fashion ‘serves’ this way of feeling
Clothing becomes important again, feeling unique, the desire for ‘luxury’ and ‘superfluous’ in my opinion will increase and we will have to roll up our sleeves to provide products with a strong identity and rigorously Made in Italy. This is the challenge that the Emilio Schuberth brand takes up, even in this relaunch.
It is a brand born in the post-war period, a different time, but with many similarities to what we are experiencing today. I believe that the fundamental difference today is the consuming public; in fact, fashion must speak simultaneously to millenials, to the young, to the less young, all eager to take center stage.
The issue deserves adequate further investigation; I’m just saying that time changes and digital is also influencing our model/lifestyle, the influencer is a child of this time.
Is there time missing? Well, with Instagram and Facebook as well as Twitter and more we immediately get in touch.
The very concept of speed has changed today. In my opinion, the photo in the magazine on glossy paper, the editorial, remains fundamental for fashion.
By using influencers exclusively, we end up flattening ourselves. In my opinion, the influencer has an unequivocal merit, he makes the product known, but everything else must be built with classic canons to describe the product, and the brand with all its identity strength.
For Emilio Schuberth I would gladly choose an iconic woman like Sofia Loren, who remains his testimonial over time, as well as Gina Lollobrigida and many others, such as Lorella de Luca from Poveri ma Belli. Today I would dress Emma Marrone because she is very good and involved in social work, or Emma Stone . Two Emmas!
The dream – not so much in the back burner – is to make a film on the life and fashion of Emilio Schuberth”.
