Post-Pandemic, Fashion Must Value Quality Over Quantity, Says Vogue Italia’s Sara Maino

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Post-Pandemic, Fashion Must Value Quality Over Quantity, Says Vogue Italia’s Sara Maino
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'We are all guests on this planet.' Sara Maino, Vogue editor and talent scout, on Milan today, and the future of fashion, post-pandemic.

Sara Maino is never not busy. “We are carrying on our work as usual, but in a different way,” she said on the phone. The Deputy Editor-in-Chief ofTalents, Maino is a frequent flier, crisscrossing the globe searching for emerging talent. Normally, she’d be attending fashion weeks and events for most of the months of March and April. Not this year.

Looking for the positive, I think [this pause] is going to be a way to restart and to rethink how to do things. I was talking with my Master Class students this morning and they were asking ‘What do you see after?’ I don’t have a crystal ball, but what I see is that fashion won’t be about quantity anymore, but quality. Before it was quantity everywhere: Quantity of production, quantity of shows, quantity of samples—so the quality wasn’t considered enough.

The hard part is that I have been talking with a lot of designers that are kind of desperate. I’m talking about designers who you know that are encountering so many difficulties. If the government doesn’t take actions toward small enterprises, many will close down. The Milan Chamber of the Camera Nazionale della Moda Italiana has sent a document to the government asking for delays on payment of rent and taxes to help small enterprises to breathe.

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