First came the book, “10x10 An Italian Theory”, in which Alessandro Enriquez went into the homes of famous people and wrote about their table habits, with ad hoc settings, illustrated by Amedeo Piccione and Lula and photos by Carlo Branz. Then the designer transposed the book’s concept of Italian style in a capsule collection of accessories produced with Azzurra Gronchi and now in a real collection, which continues to draw its inspiration from the Mediterranean and from the main characteristics of Italian cuisine and creativity. The project immediately linked up with Pitti and Super, where Enriquez put his colourful, youthful ideas with their pop yet cultured references to an audience showing more and more appreciation for his line. We met with him to find out more about this project.
How is ANITALIANTHEORY changing?
ANITALIANTHEORY is starting to be more of a collection and less of a capsule! This means that it calls for more of my time and attention. The project is exactly what the title says, an Italian theory, and I respect this concept in all its aspects – men and women, via kids, accessories, food and design. No change in its creativity however!
What are the new entries for s/s 2015?
The new entries I presented for s/s15 are definitely a teaming with food, in prints and inlays. Pasta is the main player today… and not at the table!
Are you still collaborating with Azzurra Gronchi on accessories?
Collaboration continues with Azzurra, as does our desire to experiment increasingly new shapes and volumes together. Graphics and processes are a part of me and the “Italian game” that I am “narrating”.
Some of the brand’s biggest fans are web influencers and bloggers. How important is the internet for the brand?
It has made it possible to spread the name very rapidly. Working simultaneously with the web media has allowed me to understand its all-round use.
How do you see the web-fashion relationship in general?
When I started I craved paper, but now they have the same value for me. If on the one hand it is a little more difficult, on the other it has a permanence in time that keeps the news alive forever!
Who or what are your reference icons? Where do you get your inspiration from?
I am not inspired by anybody or anything; I reflect on my country and on how others see it. I analyse graphics from the past and current trends. I go into homes, into regional kitchens, I observe shop windows and not only the fashion ones, I listen to popular sayings and traditions. I rework ironically!
I am closely linked to the Mediterranean, that’s where it all comes from!
You took part in both Pitti and Super. How important are these fairs for a young brand like yours?
I consider myself to be “made in Pitti”. The “one spot” of the first bags became a capsule thanks to Pitti and Super. The support from these fairs was very important, a really useful media window.
A memory linked to Pitti and/or Super?
The laughs, well-intended reprimands by a smiling Antonio Cristaudo before my displays – the last was a real trattoria –, a desire to be doing and especially the frantic scrabbling to get samples ready.