Tell us something about the “DANIELE BARDIS” journey?
At the age of 17 I started to design as a hobby as I was very much attracted to fashion and apparel. A few years later, carrying on with my passion, I began to design for a fashion company in Italy. I was only 21 years old when I turned this passion into a profession. I have been lucky enough to work for many Italian companies where I learnt and enhanced my skills.
Seeking new pastures in my early thirties I moved to London, aware that this was the right place to set up my brand. With being a creative director for another fashion brand in London, I was able to built up the courage to launch my own brand. I fell in love with London and its architecture; from its gothic and historical palaces to ultra-modern towers. My first inspiration and today key for my design, was the seashell with it’s microarchitecture and historical symbolism of beauty. This embodiment of architecture became the key influence for my brand. Over the years, I have experimented with my brand from the prints to the materials. Through my experimentation, I found that the most inspirational material for me was leather and still is to this day. The brand has a very strong DNA which is particularly distinguishable through the leather garments that are now becoming the trademark of the brand.
What sort of products you design currently and what are you looking forward to bring in future?
I design contemporary, high end womenswear made from silk, cotton, wool, some jersey and of course, leather. I am currently working on an exciting new range of luxury leather bags which I hope to exhibit at beginning of 2020. I believe this new range will compliment my garments and help to launch the brand to larger market.
How is your feedback of online store?
Now a days, people are buying a lot more online, however, for new luxury brands, it is difficult to make your presence online known, and so it is more important for us to get our products into boutiques and high-end department stores.
How do you see leather fashion industry is it a good idea to invest in this business globally?
Luxury leather goods are timeless and despite the fact that the industry is working on alternative leather-like materials, this luxury material will never disappear from stores or brands. As no other synthetic material would ever takes place of leather.
Have you done any collaborations of your brand with other countries?
I have worked with numerous boutiques in London and the south of Italy selling my products. I have recently been in touch with a generous number of different stores in Europe to help me decide on where to sell my future collections. I am looking at potential showrooms and trade shows across the world in order to gain exposure and eventually help with the expansion of my brand. In the future I hope to sell my products in America, Asia, Europe and the Middle East.
Is it a good idea to showcase your product in international exhibitions?
Yes, of course. These international exhibitions give me the opportunity to engage with buyers and clients.
How many hours you work a day and what it makes one to become a great designer?
Fashion is not a 9 to 5 job. My average working day is minimum 12-13 hours. Coming up to our busy times such as London Fashion Week, my working hours can go to 16-18 hours a day. It might sound crazy, however, to be competitive and deliver something that makes your designs special and distinctive, this is what it takes. These days it is so difficult to come up with innovative designs as there are so many designers out there. In order to make you stand out from the competition, it is so important to focus on who you are as a designer and develop a strong DNA. This is a long process, but so worth it in the end.
Any message for upcoming designers?
To emerge today as a new brand, it is extremely difficult as you are competing with the colossus of fashion. You have to come up with something new, something that will make you stand out from the crowd. If you really love it, be brave, be tough and do it!
