2024-12-04 19:54:00
When Guido Boragno sets foot on the street in front of his house, he finds himself somewhere between Moscova and Porta Garibaldi, in the center of milan. Here the houses are built next to each other, wiht a narrow sidewalk in front.
When Guido Boragno, however, looks towards the window of his apartment, he is not just looking into a courtyard so green that it can only be typical of the south of the Alps; Out of the corner of his eye he also sees a painting hanging on the wall: a lawn, trees, no one in sight.Province of Lower Saxony.
Guido Boragno comes from Oldenburg, where he grew up Italian-German. After graduating from high school, he moved to Milan and studied fashion design at the Istituto Marangoni. It was 1989. This apartment is his home – and the headquarters of his young company Boragno Design.
In the sector since the nineties
Boragno is not exactly new to the sector, he has accompanied the conversion from an accessory to a true luxury fashion item from the beginning. It all started in the 90s.
It was then that companies began to bet on this category to grow. “Before it was more like, ‘Aha, bag designer, otherwise you’re going nowhere,’” Boragno says. “Today things have completely changed. I intuitively headed in the right direction when I decided to dedicate myself to bag design after my studies.”
In 2000 he moved to Prada and remained there for five years. A formative moment, as in that period Jil Sander had just sold his company to the Prada Group. Guido boragno worked simultaneously for Prada Sport, Helmut Lang and Jil Sander and commuted between Milan and Hamburg.
What should happen next?
He then worked for Céline, when Ivana Omazic was responsible for the brand, for hugo Boss, then again for Prada and more recently for Louis Vuitton, two years with Kim Jones, four years with Virgil Abloh, which he was until shortly before his death from cancer was responsible for the house in 2021.
“We realized that something was wrong, but the fact that he died suddenly was a sudden shock,” says Boragno.“At a time like this everyone wonders what should happen next.” For Guido Boragno the answer was: “There must be something else”.
So Boragno began building his own label. He spent four months drawing; the prototypes were made a year ago. now he can throw bags. “For me it is indeed critically important that everything has a function,” he says, taking the Gem model from the Pure line from the dining table.
Bags without gender affiliation
Simple lines,sporty and masculine details,the bag can be closed with a zip or simply with a press stud,depending on your security awareness. The Sharp model is rigid and soft simultaneously occurring, agreeable to wear and yet structured to maintain its shape.
Best of all, all models are unisex; they are neither men’s bags nor women’s bags, but rather something in between. The logo of the 10 Corso Como concept store flashes on a strap.
“I passed by there with my collection and showed it to Tiziana Fausti”. Four years ago the entrepreneur with a large boutique in Bergamo took over the Porta Garibaldi lifestyle complex from carla Sozzani, and now Fausti has also ordered Guido Boragno bags.
And all without a word from the marketing people. It’s like this with large luxury houses: «Marketing, sales and design are on the same level, we have to work together», says Boragno. “I’ve always worked in a marketing-kind way, because if marketing says a piece isn’t going to sell in their eyes, it gets canceled.”
As a designer, Boragno has learned to take responsibility for projects and simultaneously occurring distance himself from them if his name is not on them. “But now I wanted to do something without the marketing. This is me,” Boragno says, looking at the Boragno bags on his dining table. “And that’s what I’m advocating for.”
What are the key influences on Guido Boragno’s design beliefs in the fashion industry?
Interview between the Time.news Editor and Guido Boragno, Fashion Design Expert
Editor: Welcome, Guido! It’s a pleasure to have you hear with us today. Your journey from Oldenburg to Milan is quiet engaging. Can you tell us a little about what prompted that move?
Guido Boragno: Thank you for having me! It’s a pleasure to share my story. After finishing high school in Oldenburg,I realized that to truly carve out a career in fashion,I needed to immerse myself in the heart of the industry.Milan, with its vibrant fashion scene, was the obvious choice.
Editor: It sounds like a daring decision! You began your studies in fashion design at the Istituto marangoni in 1989.What was that experience like for you?
Guido Boragno: Studying at Istituto Marangoni was incredibly formative. It opened my eyes to the creative possibilities in fashion and allowed me to connect with other aspiring designers. The habitat was exhilarating, and I found my passion for bag design, which was just beginning to become recognized as a luxury item.
Editor: Speaking of bags, you mentioned in previous interviews that the perception of accessories has changed significantly over the years. Can you elaborate on that evolution?
Guido boragno: Absolutely! Back in the ’90s, bags were often seen as mere accessories or afterthoughts in fashion. Brands would emphasize clothing, while bags were just “something to carry” the outfit. Over time, however, the industry began to recognize bags as statement pieces in their own right. I embraced this perspective and focused my career on bag design, which turned out to be a very timely decision.
Editor: You have quite a substantial background, working with esteemed brands like Prada and Louis Vuitton. How have these experiences shaped your design philosophy?
Guido Boragno: Each brand has its unique ethos, and working with them has taught me the importance of balance between creativity and market sensibility. My time at Prada, for instance, was transformative; it was when I really understood how design could influence luxury and lifestyle. simultaneously occurring, working with designers like Virgil Abloh at Louis Vuitton introduced me to the dialog between street culture and high fashion.
Editor: The fashion world is known for its fast pace and constant change. How do you maintain your creative edge?
Guido Boragno: I believe that staying curious and open-minded is key. I always look for inspiration outside the confines of fashion—be it art, nature, or architecture. I also pay close attention to the changing needs of consumers.My latest line, ‘Pure,’ reflects a unisex approach to bags, addressing a growing demand for inclusivity in fashion.
Editor: that sounds exciting! Can you tell us more about the ‘Pure’ line and the thought process behind it?
Guido Boragno: the ‘Pure’ line is rooted in the ideology that fashion should be accessible and free of gender constraints. I wanted to create pieces that resonate with anyone, regardless of gender identity. The designs focus on minimalism and practicality while retaining a sense of luxury. They can be worn by anyone, which aligns with the evolving narrative in today’s world.
Editor: You have had a lot of experiences, both joyful and challenging. In recent years, the fashion industry has also faced immense pressures, particularly during the pandemic. How do you view the future of fashion in this context?
Guido Boragno: The pandemic was a wake-up call for the industry.It reminded us of the need for sustainability and meaningful connection with consumers. Moving forward, I think we will see a greater emphasis on ethical practices and storytelling in fashion. Designers must not only create gorgeous products but also be responsible stewards of the planet.
Editor: Thank you for your insightful perspectives, Guido. It’s clear that your passion for fashion extends beyond mere design—it’s about creating a narrative that resonates with people. We can’t wait to see where your journey takes you next!
guido Boragno: Thank you! It’s been a pleasure discussing my journey with you.I’m excited about what lies ahead for both me and the industry as a whole.