Luxury is not a $4,000 T-shirt - that's just an expensive item, the same as if a can of Coca-Cola cost $5,000.
Especially as a teenager, you were so fond of Schiaparelli because she was slightly extreme, rebellious, and iconoclastic as well. That appeals to teenagers!
Schiaparelli was almost like a pop artist. Even the first sweater had a naive visual impact. You immediately get it, and you love it or you hate it. There's nothing in between. But she had a proper upbringing, so she also understood about quality and luxury.
The biggest and most interesting challenge is to bring Elsa Schiaparelli's legacy to the present and the future. She had an exceptional, incredible, and intelligent approach; she was ahead of her times.
Integrity is the distinctive Santoni trait. Their attention for the longevity of good product matches the widely-felt need for fashion that's less superficial and volatile.
Schiaparelli symbolizes the capacity to think and create in a different way.
It's couture. Everything has to be done by hand. That is most important. That is the crucial element. Without it, that is not couture anymore.
A product that wants to stand out needs different treatment.