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A Feel For Fashion: Ferdinando Verderi

Interviews

Ferdinando Verderi is a creative director known for his concept-driven, experimental approach. His practice has been introduced to fashion through his long-term collaborations with Prada, Versace, Louis Vuitton, Stone Island, Adidas and Vogue Italia. The resulting body of work has been credited with pioneering a multi-layered, innovative method in fashion editorial and advertising. His work received industry recognition for its disruptive value including the Grand Prix at the Cannes Lions International Festival of Creativity.

What excites you in fashion right now?


Rethinking its purpose. Questioning its role in our lives. Re-understanding what’s at the core of its existence. 

 

What is one reason to be optimistic about the state of fashion going forward?

Everything. There is always a reason to be pessimistic about anything. The very reason to be optimistic is to create a better future. 

 

In what ways do you think AI might benefit fashion?


Progress might not “benefit” fashion, but it definitely transforms the dynamics that rule it. What I believe truly benefits fashion is not wasting time in nostalgia and using the present to create. 

 

What’s your perspective on the role of new technologies in fashion? 


Technologies have evolved since the beginning of history. New technologies don’t extinguish real craft. It’s we who use them — and our priorities — who are responsible for the consequences. 

 

Who or what will drive the greatest change in fashion this year?

A change that I feel has become urgent is a reaction against the dictatorship of numbers and rankings, in favour of energy and feelings. We seem to forget that these create the numbers in the first place. 

 

There seems to be more overlap between fashion/entertainment and fashion/sports than ever. Thoughts?


Where there is an individual, and an audience, there is fashion.

 

Do trends still matter?


They matter in different ways. By us embracing them, by us rejecting them, by us ignoring them. 

 

What is your favourite way/word to compliment someone’s style?

“It’s very you.”

 

Can you suggest a fashion mantra for ’26?

Stop judging, start making. 

 

What do you enjoy most about Paris Fashion Week?

Paris (by bike).

 

This interview has been lightly edited.