Budapest Fashion Tech Summit – Alessandro Carnicella

The organizers of the Budapest Fashion & Tech Summit consider communication and information exchange essential within the industry. Alessandro Carnicella, an internationally renowned professional in the field of creative brand development, who before setting up his own company, the Band Partners Group, worked together with brands such as Bugatti, Ferrari and Land's End, presented case studies to the audience at the MOME Campus.

“I am convinced that luxury nowadays goes hand in hand with awareness." Stated Carnicella, an advisor in innovative brand consultancy and incubation, who brought as an example, emerging young brands with a key focus on environmental awareness and the circular economy. At the same time, contemporary brands, in the same way as domestic designers, attach greater importance to the blending of traditions and innovations in their design process.

Carnicella, who promotes the projects of new talents, said that the Central European region will receive an increase in attention in the near future, as many creatives with different backgrounds and visions live and work in the area, who through their stories, are able to make their products unique, which is indispensable in 21st century branding

Carnicella showcased in his presentation the example of singer and DJ Valentina Nervi, who learned the craft in the workshops of Emanni Scervino and Roberto Cavalli, with the outcome of selling shoes from her own brand at luxury online stores such as Mode Operandi or Net-a- Porter. Also noteworthy, is the footwear designer pair of Pamela Costantini and Domitilla Rapisardi, who make their pieces ethically, using natural vegetable tanned leather with biodegradable lining. Their products pass on new sense of feeling to the customer with each purchase, as the designer pair were able to give their family heritage a new lease of life through the company.

In the online store of Hebe Studio, which creates blazers including the “100% Made in Italy” label, customers can customize their chosen products with a 3D application. The examples presented illustrate clearly that the aim of most brands today is to create a symbiosis between world-wide known design techniques, and their own brand DNA, while preserving the identity, value and timelessness of the given product.

The industry professional reckons that customized solutions, sustainability and credibility are essential for the next generation of luxury goods buyers. “Digital presence alone is not enough, it always has to be coordinated with the brand or product tangibility, which supports the customer in becoming aware of the message or value the brand wants to convey in digital space." Carnicella believes vision is not enough to succeed, a well-thought-out branding strategy and appropriate contact capital is also required for success.