A Quote by Ozwald Boateng
When I started, department stores were either very fashion, or very tailored, so the two never mixed. I mixed it, and they said you're too tailored for fashion and too fashion for tailoring. So I had to move the market. So that's what I did.
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Tailoring was considered to be a world that was very traditional, and basically going out of fashion. Fashion designers did not have a real link with tailoring or tradition, so I fused the two worlds together.
We decided that sports, lifestyle and fashion were three elements that could be mixed together to a very unique formula. That's what we did: make Puma a very sports-fashion brand when, at the times, everybody talked about sports and sports performance and functionality. We said, 'Well, it's about more.'
I always try to connect with what's happening in the world-reality, modernity, the 21st century, all that - and with Jil it started to feel very disconnected from the outside and how women were looking at fashion, experiencing fashion, interpreting fashion.
I think the problem is that fashion has become too fashionable. For years, fashion wasn't fashionable. Today fashion is so fashionable that it's almost embarrassing to say you're part of fashion. All the parodies of it. All the dreadful magazines. That has destroyed it as well, because everybody thinks fashion is attainable.
With fashion, my mother was an icon, but she never lived it in the sense that she was never obsessed with fashion. When I was a young girl, my sister wasn't doing fashion, so I started fashion thinking, 'I'm going to do something that they haven't done yet.' That was my silly scheme at the time.
I think it's difficult to do fashion for men, because either you become very over-homosexual fashion or very boring fashion. You don't want a boy who looks 15 in a little pair of shorts with some strange art... But to see just a jacket and tie is boring.
One of my first fashion clients was Calvin Klein. We did his first freestanding stores. He was very exact and precise. But talk about high-fashion people who brand themselves!
Moving fashion used to be one of my chief goals. It's not necessarily any more. Fashion needs to change when life changes. You only need to move fashion forward when there's a reason to move fashion forward.
I actually came from the fashion side, so maybe I knew more about fashion - and music like hip-hop because I was a DJ - so it was really successful when we mixed it all up together.
I think the way a person dresses is an expression of their personality, and I appreciate a well-tailored suit and the work that goes into it. But when it comes to fashion, on a scale of one to ten, I'm a two.
My mum was very conscious about fashion and my dad was born into the tailoring tradition, so fashion has always been my life, although now, really, I wear the same thing - just in different weights - light and heavy cashmere in winter and cotton in summer.
Fashion in the mid-'90s was too easy. Artistic culture was very earnest, so I was flamboyant and dangerous. I wanted to be seen as more than an outline, so I used fashion to say that for me.
I hate fashion. Or the word fashion, which sounds colorful, extravagant, expensive and gorgeous. “I never wanted to walk the main street of fashion. I have been walking the sidewalks of fashion from the beginning, so I’m a bit dark.
My mum was very conscious about fashion, and my dad was born into the tailoring tradition, so fashion has always been my life, although now, really, I wear the same thing - just in different weights - light and heavy cashmere in winter and cotton in summer. And jeans.
Even though I love fashion, I prefer people to fashion. Fashion is to make the person comfortable in her body, it?s not something very serious, you get to play.
The fashion industry has an enormous amount to offer in what we do in industrial design because fashion is fast, fashion has its finger on the pulse. There are very few creative industries that work on that rhythm.
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