ISKO I-SKOOL™ Consultant Weighs in Denim’s Young Talent
Today, what sets denim apart is authenticity—and new designers full of fresh ideas for the future and still unburdened by the industry’s challenges —are cause for excitement about the sector.
If you ask Marina Tonella, ISKO I-SKOOL™” consultant, there’s a lot to be inspired by upcoming designers in denim.
Carved in Blue caught up with Marina to understand more about what the industry’s next crop of designers will bring to the space.
Carved in Blue: What are you most inspired by with the ISKO I-SKOOL™ student’s designs?
Marina: I’m actually inspired by students as human beings! In the past I was really inspired by students’ creations, and this was not allowing me to really meet them. I was conditioned by my own taste and by their skills, which I still trust, but I’m more attracted by people nowadays. What inspires me today is the authenticity, the capability of being true to oneself, showing the uniqueness with awareness.
Carved in Blue: What do you think these young talents will bring to the denim industry in the future?
Marina: I think they will bring more responsibility and authenticity. They perfectly know that the market is full of options and that the consumer today needs to feel the brand’s value in order to buy a product. It’s not about pure aesthetic any longer. What I love about ISKO I-SKOOL™ is that we do share with the students all key information throughout the denim supply chain, with the support of the partners and key players. We start from cotton plantations, to alternative sustainable fibers, to patterns, to manufacturing, to treatments, to soft skills. All of that under the umbrella of responsible innovation.
Carved in Blue: What do you think the denim industry is missing right now?
Marina: In my opinion, we need some more fresh blood to work together with the denim masters. Beside the original denim world and premium brands, I see some space for new hybrid categories that can better answer to the new generation’s needs. I’m thinking about new technologies able to cover outdoor and performance world, new fits able to transform and adapt to this fast changing world, both in terms of climate and in terms of lifestyle.
Carved in Blue: What is the greatest lesson you’ve learned about denim in your time in the industry?
Marina: Well, I originally come from the land of fine wool and cashmere – Biella, and I met the denim world only 10 years ago. In the beginning I did not understand the complexity of the entire process. The greatest lesson I learned is about teamwork. A good designer is not enough to make a cool pair of jeans! You need good R&D, dedicated paper pattern maker, makers and finishing specialists; otherwise it is impossible to reach the final goal. Based on this learning, I started to see the importance of the team in all product categories, this is why I focused so much on soft skills and people in the last six years.
Carved in Blue: If you could give the ISKO I-SKOOL™ students one lesson, what would that be?
Marina: Awareness about who they are, being authentic when they express their own creativity and taking responsibility about their choices. This is the reason why I created 100% AUTHENTIC YOU®: helping people to get in touch with their most authentic creativity and be able to access to that source in all aspects of their lives.
Carved in Blue: What do you find denim brands and retailers most need your help with these days?
Marina: To focus on the link between fashion schools and industry. I guess they could benefit for a help to connect new talents with more experienced people already working in the industry. When I say “connect,” I see myself as an “adaptor,” able to connect different plugs to the jacks. It is not only about skills, it’s about finding the right person that can refresh an established environment whilst being supported from senior people.
Carved in Blue: What’s it going to take to sustainably advance the denim industry?
Marina: A culture of awareness and solid values lead new generations!