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Angela Missoni Is Over Runway Shows; Wants to Do H&M

Angela Missoni Is Over Runway Shows; Wants to Do H&M

>> A number of designers have looked to a runway alternative, mostly in the form of a video presentation, in the past couple of seasons — Viktor & Rolf, Gareth Pugh, Stefano Pilati at Yves Saint Laurent — and now another one plans to join the movement: Angela Missoni.  She tells the Telegraph: “For the past 15 years, I’ve been trying to come up with an alternative to catwalks.  Every spare five minutes I have, I try to imagine a different way of doing it — something less cold and distant. By 2010 I want there to be an alternative."

Part of the reason she's so keen for a change?  She thinks the runway-as-spectacle idea has gotten out of hand.  “I want to be judged on the clothes, not the performance. My parents used to hold their shows in the factory and invite a hundred people — which was the world’s press and their biggest customers like Saks, Bloomingdale’s and Joan Burstein of Browns boutique. That was all you needed.”

On working with Naomi, Gisele, and H&M »

And while she's still doing runway shows, don't expect to see any big names headlining; she feels employing someone like Gisele Bundchen or Naomi Campbell is gratuitous. "I prefer to show my collections on fresh, young girls to capture that spirit. Having Naomi or Gisele in your show is really just about saying that you were able to get her.  There may no longer be supermodels, but there are models who charge super prices. The whole thing becomes a power play.”

One thing she is keen on?  “I would like to do something with H&M because I think it is a very powerful way to reach younger girls now.” 
*image: source

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