Carla Sozzani "10 Corso Como Is A Piece Of Italy Pizza".

As the owner of 10 Corso Como, a famous boutique shop in Milan, CarlaSozzani has been insisting on buying every item sold in the shop for 20 years. She does not hire a buyer, and thinks that it will make the shop lose its individuality. She only sells what she likes.

Carla Sozzani loves to wear black dress, tight waist and bulky skirt to make her look like an animated character.

A necklace with a sculptural necklace is always on her neck. It looks like silver, actually made of porcelain, from the hand of her American artist, boyfriend Kris Ruhs.

In addition to jewelry, Ruhs is also good at making sculptures and furniture. They serve as a commodity and furnishings in every 10 Corso Como, so as to lay the tone of style.

In 1990, with the help of Ruhs, Carla opened a gallery and bookstore on the 10 Street Como street away from downtown Milan, and named it directly with the door number.

20 years later, 10 Corso Como has developed into a famous boutique shop in many fields, such as fashion, design, art and culture.

The three floor street with a courtyard is sold not only for fashion, household goods, artworks, records, books, etc., but also for exhibition halls, coffee shops, restaurants, beauty salons, and a pocket sized hotel with only 3 suites. Its branches even opened to Tokyo and Seoul, but the entrance of the green vine entanglement can still be described as indescribable, and every item purchased by the customer in Milan shop is still selected by the hostess personally.

"There are thousands of ways to buy, but I do my best.

If I hire a buyer, the shop will lose its character.

People buy different things in different ways, because their eyes are very different.

Good taste pass

A series of cutting-edge designers can be stationed in 10 Corso Como, which is like having a certificate that runs smoothly in the fashion industry of Italy, and can quickly become famous internationally.

However, it is not easy to become famous overnight in the promotion of Carla.

"Now, I think the most important thing is that the brand should have a distinct personality."

She pointed out that a commodity or a series is not enough to prove the excellence of a designer.

"I appreciate the continuity of design that can be extended from one season to the next. Without this feature, I would be confused."

Carla gave an example of MaryKatrantzou, a Greek designer who was famous for printing. "We bought her first series. Her design is very distinctive. But after the first season, we are curious about how she will develop next.

Now, she has launched the fourth season product. "

Carla values printing very much because "they are like accessories, which can pform your mood."

Moreover, most of the inspiration for good prints comes from art. "

Fortunately, Carla has been selected as the new designer of 10 Corso Como all over the world, including Croatia designer Damien Dames, Japanese designer Tao Kurihara working at Comme des Gar on, new designer of "on" and "Korean designer" and so on.

Who is Carla's favorite designer?

She did not give the answer.

However, she is happy to share his favorite store, Merci, which was opened in Paris last year.

It is quite similar to the 10 Corso Como, not only for clothing sales, but also for bookstores, cafes and beautiful courtyards full of flowers and plants.

What really attracts Carla is Merci's bookstore. "It's like a classic French cafe. It's very human."

10 Corso Como has no branches in Paris, and Carla thinks that the culture of cities like Paris and London is too similar to Milan.

"I can open many Corso Como, but it is very important to find partners.

If I open a new store again, I want to explore a completely different culture.

It's my dream to open a shop in India. "

However, she also knows that this dream is hard to come true in the short term, and the next realistic plan is to enter China and set up shop in Shanghai or Beijing.

As a successful fashion retailer, Carla's artistic temperament never confused her business savvy.

In 2002, she opened a shop in Tokyo. Her partner was Comme des Gar ons.

She believes that Wakubo Rei is Japan's fashion leader and the benchmark of contemporary fashion.

And in Seoul, her ideas are quite different.

Seoul Corso Como, opened in 2008, was invested by Samsung Group. "They let me do whatever they want. If it fails, it must be all my fault."

She said.

Magazine general store

Carla has a younger sister who is more well-known than her: Franca Sozzani, editor in chief of the Italy edition of Vogue. However, Carla's unique fashion vision is not influenced by Franca.

In 60s and 70s twentieth Century, she worked in many fashion magazines in Italy. In 1976, she began her 11 year career as editor in chief of the Italy special issue of Vogue. In 1987, she also worked as editor in chief of the Italy version of Elle for 8 months, making 3 magazines.

Fashion Critic Cathy Horyn believes that the October 1987 version of the Italy version of Elle surpasses all previous Italy fashion magazines.

Carla used a group of pioneer photographers such as Steven Meisel and Nick Knight to express fashion changes in a visual way. Many French fashion talents were recommended in the current period, including Jean Paul Gaultier, ChristianLacroix and Romeo Gigli.

"She wants to make the most beautiful magazine in the world, using the best photographers to create a visual effect that is full of inspiration rather than commercial taste.

Maybe that's why she only did 3. "

BranaWolf, a stylist who worked with her for years, said.

"The senior wants to persuade me to resign, and I say," no, fire me.

I don't feel ashamed. DianaVreeland is also fired. I will be proud of it. "

Carla recalled.

When she was a magazine designer, she was once accused by her fellow designers of overly concerned about foreign designers. Nowadays, her Corso Como is famous for its wide range of vision. Moreover, critics are accustomed to comparing this shop to a fashionable magazine with exquisite editing techniques.

"There are no perfect things. I like constantly changing store displays. They are used to it.

This shop is me and Kris, so I can change it arbitrarily. "

She said proudly.

However, she did not regard it as a magazine. "My original intention was to create a place where a person feels comfortable. It is like a piece of Italy pizza that I choose to like."