'“Is it best not to change a winning team?” wondered Davide Dallomo, founder and president of the creative talent and management agency Lagente. “Today we find ourselves facing a very different world, and not only in terms of fashion; perhaps this move could be risky, as today there are mega players such as Zara, H&M and Uniqlo [that] did not exist in the Eighties and which have changed or, at the very least, conditioned fashion today. [For example, the concept of drops which was unfathomable not so long ago.]” That said, Dallomo believes “creativity is a concept that remains somehow timeless.” If de Castelbajac and Benetton “will succeed in modernizing creativity making it contemporary, the project will surely be interesting.”
Asked what steps he would take in this case, Dallomo would “flank the artistic director, whoever it is, with adequate resources for communications and image strategies, combined with a solid creative team that can translate the vision of the artistic direction with an equally valid merchandising team. It’s not a problem of names, but rather one of research and content. Let’s invest on content.”