Be My Guest | Stefania Saviolo: New era of Chinese brands & designers is dawning

Coco Chanel, the founder of the luxury brand Chanel, once said, "Fashion is not something that exists in dresses only. Fashion is in the sky, in the street. Fashion has to do with ideas, the way we live, what is happening." That kind of concept coincides with the fashion philosophy of Stefania Saviolo, Italian professor of brand management at Bocconi University, who is also DotDotNews' guest for this episode of "Be My Guest". Prof. Saviolo considers luxury goods as a vehicle to lead consumers into a journey, into a dream and into a sense of still being part of the world especially under pandemic, because eventually fashion is life.

Prof. Saviolo, who has lived in China for many years, is deeply impressed by the changes in China's fashion industry. She has witnessed China's economic take-off from the perspective of brand management and fashion expression, the rise of China through surging domestic brands incorporated with unique Chinese cultural elements, and the transformation of Chinese people from mono-wear to the expression of individuality in today's clothing.

Just as Gianni Versace said, "Don't be into trends. Don't make fashion own you, but you decide what you are, what you want to express by the way you dress and the way to live," Prof. Saviolo will take us on a journey into the fascinating field of brand management, a discipline that brings together art, science and culture perfectly. After all, luxury is about pleasing yourself, not dressing for other people.

(Project Director&Video Editor: HAO LI)