Daniela Violanti: Fashion is love at first sight

The elegant, cheerful lady, whom the special correspondent of the PokupkaLux shop Yekaterinae Schiavone was lucky enough to meet, is not only an exemplary mother and grandmother, but also one of the owners of the famous Violanti outerwear brand, as well as the brand's favorite fashion model over the past few decades.

Interview with Daniela Violanti, one of the owners of the Italian brand Violanti

Not every top model has such a long and productive career! But Signora Daniela not only necessarily tries on all the prototypes of the brand's future products, but also gives her her own assessment, often improving stylistic or technical characteristics. And only after the improvements made by her, the prototype is sent to production, and then to our wardrobes.

We met the mother of the current managers of the company - the brothers Paolo and Gianluca - at the factory she has been visiting every day for many years. And we talked to her about the role of fashion in the life of a modern woman.

Trying on a prototype of a future product by Signora Daniela Violanti

- The Violanti brand is a family business. How and when did you join it?

- I learned about this brand when I met my future husband. In those days, the business of his family was focused on the release of men's collections - first business suits, then raincoats, so there was not a single Violanti thing in my wardrobe, and I could not even imagine that someday we would start producing outerwear of the highest qualities for women.

An interesting fact: the company was founded in 1948 - the year of my birth (There is a pause - I was so surprised by this figure, which can in no way be correlated with my youthful and energetic companion, author's note). I remember very well the first time I got to the factory - I was simply fascinated by the whole world, saturated with the characteristic smell of glue, with mountains of rolls of fabrics and leather, with the noise of scissors and sewing machines.

- Do you know how to sew yourself?

- I can make some seams, but not the finished product "inside and out". But my fiance could easily cut out the details from the leather himself - and I liked that he did not stand aside, controlling the process as the owner of the company, and, if necessary, he himself took on any type of work: from sewing on buttons to choosing materials and approving a new collection. And then, it is in the blood of Italians: we have a culture of manual labor and, most importantly, we like what we do. Maybe that's why Made in Italy products are so popular all over the world.

- It turns out that the company has been developing and modernizing in front of your eyes?

- When I came to the company, only two models were produced: a Burberry-style trench coat and a reversible wool raincoat on one side and waterproof fabric on the other. However, these models were sewn in huge numbers. And now we make at least 120 different models for both winter and spring collections. And they can be bought in different countries of the world.

- How do you feel when you see a woman wearing Violanti clothes?

- I immediately recognize our things, even if they were released a long time ago. And of course, I am very pleased to see women in our products. For me they are all very beautiful! I remember how my husband and I were walking along the streets of New York and suddenly came across a passer-by in a Violanti jacket - we were in a good mood for the whole day.

- Is fashion important to you?

- Yes, every season I replenish my wardrobe, I can't resist shopping.

- Could you give advice on the choice of outerwear?

- I understand that this is always a long-term investment, unlike a dress or trousers, but the same rule applies to me: if this thing hooked me with something - color, print, style, material - then I immediately understand that this is love at first sight".Such impulsiveness is characteristic of the fair sex - and, to be honest, I do not see anything criminal in it, because no one has canceled intuition yet.

- How can you create your own individual style?

- The main criterion is the reflection in the mirror, which you yourself should like. You, not your girlfriends or fashion critics.

- Is it possible to predict fashion and guess what will be worn in the near future?

- Our designers succeed in this. And I personally think that a new wave of femininity in clothes is coming - and I am very impressed by this trend.

- What is your favorite color in outerwear?

- Black, no doubt. It visually slims, while ideally suits different styles and helps out in any situation with its versatility. And I feel good in it. However, sometimes I want to wear a red coat.

Those who are afraid to approach this color can be advised to purchase something with red details such as a belt or collar, or use it in accessories. But in the spring my favorite is the noble white color, albeit less practical to wear, but many of our products can also be washed at home - following the instructions on the label.

- What is your favorite silhouette?

- I like the trapezoidal silhouette in the style of the 60s, not too long, a little tight, hiding certain flaws in the figure and emphasizing its merits.

- What is your favorite material?

- Leather, as well as fur, is not necessarily expensive, with current technologies even a simple rabbit looks gorgeous. And you can find very good artificial fur - and for young girls it is what you need.

- Without which you will never leave the house?

- Without high heels and bright lipstick on the lips.

- Do you see the difference between the way Italians and Russians dress?

- Russian girls are very fond of flashy accessories and expensive jewelry. But I would not say that this is a drawback - it is rather a different vision of life, when every day is like a holiday. That is, Italians look like this in the evening, if they have to go out, and Russians - from morning to evening. I must say that my opinion was formed by tourists, because I have not yet been to Russia itself, although I would like to see it.

- Beauty requires sacrifice?

- Let's put it this way: modern clothing does not require any effort from us - as it used to be with corsets and petticoats. But in order to preserve her beauty, a woman, of course, should sacrifice her personal time: for sports, a beautician and a good hairdresser.