Roberto Collina
"With Feet on the Ground"
Others can be loud: Roberto Collina's collections do not impose themselves, but convince with subtle, thoughtful innovation and consistent quality. How does the family business from Bologna manage this in times of constant sensory overload? By staying true to itself, as Roberto Collina and his daughter Chiara Collina explain in this interview.
Text: Nicoletta Schaper. Photos: Roberto Collina
Many consumers today prefer to invest in retreats or travel rather than fashion. Do you feel this change?
Chiara Collina, Marketing and Communication: Absolutely. Fashion is no longer at the top of the list of priorities when it comes to consumption. Nevertheless, it remains relevant because it accompanies us every day, because it is a means of expression and conveys values. That is precisely why we focus on quality and in-depth research in menswear and womenswear. Our collections are not created in two weeks, but over a period of six months, because behind them lies an intensive examination of our own history.
Roberto Collina, CEO Roberto Collina: When someone shops with us, they are buying an experience, not just a piece of clothing. Our merino, cashmere, or silk sweaters last 20 or 30 years. We want to convey the same feeling as a great hotel or a perfect meal: something you want to experience and also post about. Our main target group is between 40 and 60 years old, but we are increasingly appealing to younger customers. They are also interested in vintage fashion and are looking for clothing with history.
Chiara Collina: We are currently developing the Roberto Collina Archive, which tells our story through the garments that have shaped it—with more than 22,000 pieces from five decades, including original designs for famous fashion houses and rare vintage pieces from around the world, from Tokyo to New York City. Each piece has been digitized and can be searched by year of creation, designer, or contextual relevance. In the medium term, the archive will provide an exclusive resource for Roberto Collina, serving as a basis for future collections and creative journeys of discovery. At the same time, it bears witness to our roots and the timelessness of our craftsmanship.
How do you bring your values to life in your business?
Roberto Collina: Brick-and-mortar retailers are our most important partners. That's why we not only offer them perfect after-sales service, but will also be focusing on even greater proximity in the future. In winter, we will be launching Meet the Designer events at selected retail partners, where we will be serving specialties from our region. This also says something about us. If our knitwear is high quality, the food and wine must also be good! It's all about the overall experience.
What is particularly important to you today?
Chiara Collina: Authenticity. We keep our feet on the ground – con i piedi per terra, as they say in Italy. Today, everything revolves around likes, the perfect outfit, the trendy restaurant. We prefer not to promise anything we can't deliver, but believe in quality, time, and values. Maybe it seems old-fashioned because we're not as fast as others. But that's where our strength lies.
