Interview with Rosy Biffi. Illustration by Anna Higgie
A career refined in search of style and innovation: Rosy Biffi has created a landmark brand, making her boutiques in Milan and Bergamo an indispensable haven for the Italian and international worlds of fashion. Both the physical space and the web showcase display a range which is the result of constant sensitivity and attention to the product.
What defines the Biffi's stylistic approach?
Curiosity. The desire to be at the forefront, whilst keeping our DNA. The desire to be novel is what consistently characterises our work.
Given that e-commerce makes the same brands accessible globally, traditional boutiques might diversify their range, preserving specific local features. Do you consider this to be a possible development for the future?
Of course e-commerce means that the same brands are available all over the world, at the same time. The role of the traditional multi-brand boutique, in my opinion, must be considered from two perspectives. The magic of direct contact and feeling the atmosphere in the store is an irreplaceable part of the purchasing experience. The ambiance felt as you step over the threshold; the advice given by the sales assistant; that feeling which is not only visual but also tactile ... all this is not reproducible on the web. On the other hand, boutiques now also carry their identity into the e-commerce market. In my opinion, they can convey a bit of this magic and this special, highly customised attention to the customer even here. A personal and recognisable selection – of both global and niche brands – can create a kind of community recognisable in a certain lifestyle, and one which communicates with us, even at a distance, on a daily basis via new technological means.
Often, young designers are lacking in terms of entrepreneurial vision. Do you believe that buyers can play a formative role in this regard?
The dialogue between young talent and buyers is of the utmost importance. We instinctively appreciate style. For young people, it is important to have all the information on hand regarding the retail market and our customers, and to share our experience. The collections that succeed and remain on the market are those that display identity and creativity, but with a strong sense of reality, which is essential for business development.
When you dress a window, do you think of a specific type of customer or do you rather try to maintain the spirit of the individual items?
Each shop window is an instinctive choice for me, where I try to fascinate and excite.
What would you like to see in terms of future fashions, and in Italian fashion?
I firmly believe in Italy. We have literally everything: tradition, creativity, aesthetic sense, great entrepreneurship. We have a wealth admired by the whole world, along with a tradition of craftsmanship and tailoring. I think that all these values are priceless, and that they are indeed destined to make a difference.We simply need to remember this and work as a team, with everyone in their own role, moving towards the same ultimate goal.