What can we learn from Stone Island’s success?

In the 80s, there were fashion shows, and it was all about the designers. In the 90s, there were fashion shows, and it was all about the models on the runway. Since the 00s, there have been fashion shows, and it’s all about the celebrities on the front row. So, really, for almost half a century, most design houses have prioritised marketing over product. This is what Carlo Rivetti, chairman of Stone Island, would tell his students during his time teaching at Politecnico di Milano.

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At a London screening of the brand’s new documentary, hosted by 1 Granary for over a hundred local designers, he reasserts this belief. “At Stone Island,” however, “we only talk about the product. There’s no need to fluff it up with gimmicks.” In the 80s, there were fashion shows, and it was all about the designers. In the 90s, there were fashion shows, and it was all about the models on the runway. Since the 00s, there have been fashion shows, and it’s all about the celebrities on the front row. So, really, for almost half a century, most design houses have prioritised marketing over product. This is what Carlo Rivetti, chairman of Stone Island, would tell his students during his time teaching at Politecnico di Milano. At a London screening of the brand’s new documentary, hosted by 1 Granary for over a hundred local designers, he reasserts this belief. “At Stone Island,” however, “we only talk about the product. There’s no need to fluff it up with gimmicks.”