{"id":13612,"date":"2016-06-23T21:03:56","date_gmt":"2016-06-23T19:03:56","guid":{"rendered":"http:\/\/filo.it\/en\/?p=13612"},"modified":"2016-06-23T21:03:56","modified_gmt":"2016-06-23T19:03:56","slug":"the-46th-edition-of-filo-luxury-revolution","status":"publish","type":"post","link":"https:\/\/filo.it\/en\/the-46th-edition-of-filo-luxury-revolution\/","title":{"rendered":"The 46th edition of Filo: LUXURY REVOLUTION"},"content":{"rendered":"

The 46th<\/sup> edition of Filo: <\/strong>LUXURY R<\/strong>EVOL<\/strong>UTION<\/strong><\/p>\n

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The Macrotrend<\/strong><\/p>\n

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Why are we talking about luxury revolution?<\/p>\n

Starting from the assumption that re-volution has the double meaning of \u2018turning back\u2019 and \u2018turning against\u2019, let\u2019s think of the first meaning as a starting point for creative developments in design, both on fine traditional materials and on innovative ones. Then, let\u2019s move to the second one, which comprises also the concept of textile structures and designs aiming at creating new aesthetics and new functionalities.<\/p>\n

Nowadays, we are living within the \u2018POST\u2019 era: post in its literal sense of \u2018later\u2019, or in the IT one concerning new spots of social networks or as in \u201cpost-it\u201d, a simple and coloured piece of paper that fills our lives, made forgetful by too much information and images. In any case, we have to get accustomed to perceiving how much \u2018post\u2019 is there in the different and stratified segments of post-luxury.<\/p>\n

After the excursus on bad taste and superficiality of last editions, let\u2019s try now to understand how these realities interact (or conflict) with the luxury\u2019s world. Bearing in mind that, after all, luxury is \u201ca necessity that begins where<\/em> necessity ends\u201d (le luxe est une n\u00e9cessit\u00e9 qui commence l\u00e0 o\u00f9 finit la n\u00e9cessit\u00e9<\/em>), as Coco Chanel put it.<\/p>\n

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Since luxury is first of all personal taste and lifestyle\u2019s satisfaction, let\u2019s try to understand what is needed to intercept luxury\u2019s consumers today and in the near future.<\/p>\n

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In order to stay close to reality we will talk about LUXURIES in the plural, because, as every other aspect of modern sociability, the facets generated by high-speed communication are endless, and it seems to be rather restrictive to be obliged, for the sake of comprehensibility, to limit ourselves to few areas. And those areas range on a large field of personal tastes which flow into their contrary too. Within all contradictions inherent to it.<\/p>\n

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Textile themes<\/strong><\/p>\n

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THE THEATRE OF LUXURY <\/strong><\/p>\n

1-\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 the art of refinement<\/p>\n

2-\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 the art of complexity<\/p>\n

3-\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 the art of simplicity<\/p>\n

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Within this theme, there is a certain recovery of intrinsic values as quality, timeless classical nature and for sure craftsmanship. These elements have a preponderant importance compared to exterior aspects as the awareness of brand, label and the mere aesthetic and sensuality component. Obviously, these features belong more to older consumers, with higher incomes; and it applies partially to the more informed and sophisticated groups among consumers in the emerging countries (even though we are clearly talking about \u2018purchasing\u2019 codes with a shift of meanings compared to the choice made by equivalent Europeans). More than anything, product\u2019s quality and exclusivity make the difference, all around the world. This is a quantitatively limited group where both personal and digital word of mouth is very important, especially if spread through a few cutting edge social media. We are talking about connoisseurs mainly grown up in luxury, both personally and experientially, with a strong focus on \u2018tailored-made\u2019 and uniqueness.<\/p>\n

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LUXURY BY CHANCE <\/strong><\/p>\n

1-\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The ego\u2019s theatre<\/p>\n

2-\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Naturopathy<\/p>\n

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Is luxury shedding its skin? If we have to choose between a caviar\u2019s cup and an agenda without dates, our answer may be different from what would have been twenty or thirty years ago: today the answer is \u2018freedom\u2019 and the minimum number of pressure.<\/p>\n

Within this world, the concept of luxury has severely changed and many myths have fallen. There is no search for exhibitionism (mega-yachts, supercars and so on) but rather for lifestyle, pleasure for sharing or a total immersion inside nature, a special journey with friends, the need for creating intimacy and empathy, networking with other people.<\/p>\n

In other words, this group of people search for things and events closer to the human being, to its life experience. This explains, for instance, the entrance of big luxury\u2019s groups into the historical cafes. It is a moderate way of \u2018do not appear\u2019, born from ashes of roaring luxury; it concerns almost only European, American and Japanese consumers, who in the past were great followers of industrial and \u2018show-off\u2019 luxury, but now are now pragmatic, strongly focused on themselves and unlikely to retrace their steps.<\/p>\n

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OVERDOING<\/strong><\/p>\n

1-\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 True gold<\/p>\n

2-\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 True po<\/p>\n

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We are talking about the new \u2018rich man\u2019 of emerging countries, who had worked a lot to get where she\/he is now and has just realized that she\/he can spend her\/his money in the luxury. A still very unripe consumer, but with a great potential. A perfect example is the \u201cRich Kids generation\u201d (seeing the dedicated website is believing), which was born with paved way from their parents\u2019 fortune. She\/he is impulsive, connected, novelties and colours-hungry. Brand, aesthetics, sometimes design\u2019s push are essential elements, more important than intrinsic quality. She\/he buys clothes and (many) accessories. The very young luxury\u2019s consumers, those who spend \u20ac 10.000 or even more every year for personal goods linked to personal aesthetic, already account for millions. Design and shopping are their social promotion\u2019s tickets. They know all brands, they live on the stage and the logo of costumes must be prominently positioned, watches and accessories are showy and they follow recognized brands but also the last discoveries of fashion industry. They are especially women (but not only) aged between 25-40 years and the estimated turnover exceeds 15\/20 billion euro yearly.<\/p>\n

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LUXURY TOWARDS FUTURE<\/strong><\/p>\n

1-\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Alien sport<\/p>\n

2-\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Alien couture<\/p>\n

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Nowadays, we are attending to the birth of a period in which sport activities are considered in a different way compared to the past: it must be equally functional and enjoyable, generating an entire series of pondered movements which are carried out in order to elevate the body without \u2018pump it up\u2019. Again, the \u2018social\u2019 role of the activity has a fundamental nature and it attracts more and more consumers of all ages. A simple almost elementary equipment is necessary to exercise. New sporting disciplines are hybrids, mixing dance, stretching, gymnastics, light acrobatics, a bit of yoga and others.<\/p>\n

The search for a deeper union between mind and body leads to a more refined active-wear design, maybe with some hidden details and an emphasis on the aesthetic aspect, as well as the function\u2019s one. These products become active and passive at the same time and they allow the body to act and breathe, but they also allow the mind to \u2018fly\u2019.<\/p>\n

Some proposals of luxury with an aesthetic meant for the time when \u2018future\u2019 will be (or already is) somewhere else.<\/p>\n

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COLOUR CARDS<\/strong><\/p>\n

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1 – Rosy neutral shades or blurred by grey with the contrast of copy paper blue.<\/p>\n

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2 – Between the two extremities of violet\/black and of medium-brown and strongly dark chestnut, a number of colours of rare metals with the sharp light of yellow and sea green.<\/p>\n

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3 – Two more vivid yellow shades and sea green are followed by synthetic black, lilac and orange.<\/p>\n

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4 – Grey-white, soft pearl grey and fruit\u2019s colours interposed by burgundy red colour and chocolate brown.<\/p>\n

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5 – Bronze coloured, old gold and more sport and lively shades of green\/blue and magenta\/purple with a hint of an active yellow once more.<\/p>\n

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Biella, 20 giugno 2016<\/p>\n

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Ufficio stampa e comunicazione<\/p>\n

EA Team Elena Aravecchia<\/p>\n

Via Muratori 55 \u2013 Milano<\/p>\n

Tel.: 3396473377 – 3683087865<\/p>\n

e-mail: press@filo.it<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

The 46th edition of Filo: LUXURY REVOLUTION       The Macrotrend   Why are we talking about luxury revolution? Starting from the assumption that re-volution has the double meaning of \u2018turning back\u2019 and \u2018turning against\u2019, let\u2019s think of the…<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[30],"tags":[],"post_series":[],"class_list":["post-13612","post","type-post","status-publish","format-standard","hentry","category-news","entry","no-media"],"acf":[],"yoast_head":"\nThe 46th edition of Filo: LUXURY REVOLUTION | News | Filo Magazine<\/title>\n<meta name=\"description\" content=\"The 46th edition of Filo: LUXURY REVOLUTION       The Macrotrend   Why are we talking about luxury revolution? 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