"This is a job we as designers should be doing—it's a fantastic project and a guarantee," declared Moschino's creative director Rossella Jardini at the Who Is On Next talent search presentation on Wednesday in Milan. And judging by the stellar turnout at the event, it's a tune every designer and fashion executive in town is ready to sing.
Giorgio Armani, Domenico Dolce and Stefano Gabbana, Roberto Cavalli, Raf Simons, Anna Molinari, Alberta Ferretti, Valentino's Maria Grazia Chiuri and Pier Paolo Piccioli, Gianfranco Ferré's Tommaso Aquilano and Roberto Rimondi, Alessandro Dell'Acqua, DSquared's Dean and Dan Caten, Diego Della Valle, Delfina Delettrez Fendi, Cesare Paciotti, Laudomia Pucci, Diesel's Renzo Rosso, Moncler's Remo Ruffini, Matteo Marzotto, Vittorio and Margherita Missoni and Luisa Beccaria were among the guests.
"These contests are a must, we don't do enough in Italy," said Donatella Versace. "A lot more is done in the U.K."
"Fashion needs new creativity," urged Elio Fiorucci.
Franca Sozzani, who supports the contest through Vogue Italia and greeted guests with Anna Wintour, wasn't surprised by the turnout. "If you propose something that makes sense, it works, otherwise people don't have any time to lose," she said. The fashion presentation included the 10 finalists from which emerged three winners, Erkan Coruh for ready-to-wear, and Claudio Montias Milano and Jerome C. Rousseau, who tied for accessories.