What does fashion and design expert think of Fashion in digital era?


Coco Chanel once said, “A woman should be two things: classy and fabulous”.

This piece of advice from one of the world’s most famous fashion designers is as inspirational today as it was in 1920s, when she launched her first perfume.

Fashion is a very complex and dynamic phenomenon, which is not clearly defined today. This is because the phenomenon itself has changed over the time together with the meaning of the word. For fashion players, 2020 will be a year of awakening. The ones who will succeed will have to come to terms with the fact that in the new paradigm that is taking shape around them, some of the old rules simply don’t work. Regardless of size and segment, players now need to be nimble, think digital-first and achieve ever-faster speed to market. They need to take an active stance on social issues, satisfy consumer demands for ultra-transparency and sustainability, and, most importantly, have the courage to “self-disrupt” their own identity and the sources of their old success in order to realise these changes and win new generations of customers.

Paola Palma, Public Relation Executive , fashion and design expert consultant, Italian lyricist and the founder of Smoking Productions. She has spent 25 years experience helping special partnership between brands, including CHANEL, LOUIS VUITTON, ARMANI, GUCCI, PRADA and artists, celebrities and much more to anticipate new trend and customer desire.

Paola said My job is to help bring this beauty and this advise everywhere around us to life.

How? What do you really do?

From the houses we live into the clothes we wear, creating a unique style for each of us. I support my customers in customized shopping by helping them to create a unique and inimitable style, instantly recognizable.

This happens in their homes , to their clothes in their life.

For example, a customer who wants to furnish his home with taste and with attention to any detail, from the choice of materials to the choice of colors and furnishings, but who maybe doesn't have time to go through everything, can turn to us and through a general contractor we are able to take care of everything in a"turnkey" solution formula.

Anyone who wants to take care of their image, but doesn’t know how , finally will have access to the most prestigious brands on the Italian and international market with my consultancy.

Positive and negative colours

For example, we sometimes ignore how the choice of a colour in our homes or our clothes can affect our lives. Well, no one is born perfect with the right height and an alluring hour glass figure, it is my work of to bring out the best features in us.

I follow my customers in the choice of colors at home for example, in the choice of the best clothes, fabrics, furnitures. I help them create their own style because our house is also about us.

I help them to not necessarily follow the ephemeral trends of the moment, but to create their own style that lasts over time. Try and believe!

The brand you work with

So, I organize with my clients a personalized advise and support in the most famous fashion brand/stores in the world, from D&G to CHANEL, LOUIS VUITTON, ARMANI, GUCCI, PRADA….and many others.

Or I will supply the best design available on the market at a very competitive price from marble, to wood, and furnitures.

I don't just advise them what to buy, but together we create a style and I make sure that they can see the new collections in preview, before they are presented to the general public.

In this way we get unique discounts and special deals that nobody else has

This is possible thanks to the fact that I have more than 25 years experience in this field and many important connections.

I am connected also with the music industry and from that stage the step to other forms of beauty, such as Design and Fashion was short. I was lucky enough to have great masters, popular artists, celebrities, famous architects, people who taught me a lot...I only joined all these invisible threads and remained faithful to my eclectic nature.

Your target

We have customers from all over the world to whom we provide excellent furniture, from the most prestigious penthouse to luxury villas. they want the best that is on the market and we can give it to them ,importing directly from the best Italian excellent brand at the most competitive price.

My customers are celebrities and people who care about their style both for personal and business reasons, they come from all over the world, United States, Europe, Middle East, Asia, all united by the desire to give quality, style and beauty to their lives.

Beware to the to the choice of colours and material!

Thailand, for example, has had a wonderful past, made of unique and precious silk dresses, but today the attention to detail and clothes risks getting lost. Everyone dresses the same way everywhere in the world. That’s why I am needed!

The fabrics used in some clothes may be hazardous or unhealthy or the colour is not suitable for us for a variety of reasons.

Today what my company offers is the ability to act as a bridge between my country, Italy, its Italian excellences and other countries and we shorten the distances.

The market segmentation and trend

The segmentation of the market now at world level, if on the one hand it gives easier access to everything, but on the other hand it distracts from the final goal, it has lowered the quality and therefore, as far as I am concerned, the market is still vertical, the good things are at the top and we must access them.

The fact of thinking digital first of all leads us to buy online, without taste, without trying things, without understanding if that object will look good on us. So we have the house and closets full of useless things and if we add up the cost of everything we could instead buy fewer pieces but quality forever and unforgettable!.

The trend is just that, buying unique pieces that change our lives and that will stay with us for a long time. Houses that we will never get tired of living and clothes that will make us unique ... everything else, mass things, are destined to disappear.


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    17 ก.พ. 2020 11:48:33

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