Life & Style | Beauty & Fashion
Arm candy
In Dubai for the launch of her collection, Italian handbag designer Serena Dotti talks about her chameleon-like creations and how her bags can suit everyone's needs.
- By Nirmal Khanna, Gulf News Report
- Published: 00:10 March 19, 2008
In Dubai for the launch of her collection, Italian handbag designer Serena Dotti talks about her chameleon-like creations and how her bags can suit everyone's needs.
It was a little girl's obsession with her mother's handbag that launched Serena Dotti on a career in fashion design, establishing herself as one of the important female entrepreneurs in Europe specialising in handbags. The glamorous Italian, whose creations fill the wardrobes of the rich and famous, was in Dubai with her son Guido Guidotti Mori, general manager of her fashion empire — and also an interpreter during her interviews.
From the queen of the Netherlands and the Agnelli family, to the royals of Saudi Arabia and Qatar, Dotti creations have become a must-have. Topping the list of accessories is her Metamorphosis handbag — a desired arm candy for celebrities.
Dotti and her son were in town to launch her collection at Saks Fifth Avenue. She took time out from her busy schedule to explain how a little girl's fascination for her mum's handbag channelled her creativity and set her on a path of fashion design.
How did you choose fashion design as a career?
Like many little girls, I was always obsessed with my mother's handbags. But, for me, it became a passion which translated into a career.
Was this your family business?
Not at all. My father had a transport company and my mother was a teacher. Like most parents, initially they discouraged me and forced me to take the usual school curriculum. Later, when I had established my own business, they were every proud of me.
Did you study fashion design?
Not really. However, in school I did learn painting. At one stage, I took some pretty fabric and sewed it into a handbag and sold it. Soon, all my friends were clamouring for handbags and that started me off.
Did this translate into a job after school?
I started off with a routine job but later, Roberto Capucci, a noted designer, wanted to set up a bag section. So, I began working with him and that was an excellent training and learning experience. This was way back in the mid Eighties.
Later, I branched off on my own but we are still very good friends and he is always bringing customers to my store.
When did you set up your own store?
It was not until 1997 when I finally had the courage to begin my own operations. But I knew that to succeed I had to do something really innovative, so I started specialising in using exotic materials and leather (like snake, crocodile, lizard, etc). I also paid great attention to detail, lining, zips, etc. Despite using leather, which is a natural material, the pattern is always perfectly aligned and matched. This was noticed and appreciated by the cognoscente, so sales soared.
When did you present your specialty — the Metamorphosis handbag?
That was more than 10 years ago and it was quite an innovation. A customer can buy a basic handbag and then purchase separate covers which can be clipped on to give it a different look. This was a runaway success and has not lost its popularity in the last decade.
Are you planning to add more lines to your label?
What began with a handbag has widened considerably. We have a host of items like belts with interchangeable buckles, scarves which can double up as belts, as well as wallets and cuff links. One of our best-selling items is an umbrella which can be taken apart for packing.
The bag
According to Serena Dotti, the word 'metamorphosis' implies a mutation, artistic evolution and a skilful ability to experiment.
"A customer can buy just one bag. Then, when she wants to change her image or match it to a new outfit, she gets a clip-on cover.
"These can be in leather, fabric and straw — just about anything. They can also be embellished and embroidered with semi-precious stones like aquamarine or tourmaline. They can be in one colour or kaleidoscope.
"We have customers who bring a swatch of fabric to match a special gown to be made into a bag cover," she said.
Dotti's fashion philosophy
"The turnover in fashion is so fast paced that few accessories are able to last more than momentary trends. However, in the fashion world there is a unique phenomenon, which is that of bags being linked to celebrities, e.g. Hermes' the Kelly bag," handbag designer Serena Dotti said.
"The popularity of vintage fashion today is not due to lack of creativity or nostalgia but instead due to the fact that through vintage items we can rediscover our history.
"Vintage fashion is a refinement of taste for those who seek to avoid an ostentatious display of fashion trends, or for those who want to assert a personal style. It is a link of artistry and sophisticated modernity. Its aim is to surprise by going beyond the banality of the current look."
Dotti mentioned that their success had been due to word of mouth with no advertising. Also, they never display a bold logo: it is always discreet and hidden away.
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