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Inside Crumpler - Interview With Head of Design Valeria Fioretti

Inside Crumpler - Interview With Head of Design Valeria Fioretti

Inside Crumpler | 18 October 2017


With a resume that includes companies like Levi's and Mimco; new Head of Design Valeria Fioretti figures to bring a wealth of experience and plenty of exciting new ideas to the Crumpler design process.

Since joining the team in June, Valeria has hit the ground running, immediately getting to work designing some exciting new products (coming early next year) which have her own individual style and flair. It's an exciting time for Crumpler and fans alike.

We got to sit down and find out a little bit more about our new Head of Design and what her vision is for the future.



TELL US ABOUT YOUR BACKGROUND.

After studying Apparel & Textile Design at Buenos Aires University in Argentina almost 20-years ago, I got my first job in the fashion industry for a local apparel brand. But, after a good couple of years I decided to move on and start my overseas journey.

I moved to Milan where I’ve got the opportunity to join the Levi’s EU accessories design team, it was there that I realised that designing accessories was actually the perfect fit for me! Since then I never stop working around them!

Even though I love design, I have a great passion for product manufacturing so after 4-years in Italy I moved to Hong Kong where I’ve lived and worked for 7-years. The move gave me a chance to have the close contact with sampling rooms and leather bags factories that I wanted.

About 5-years ago I was recruited by Mimco to join their team as a Design Manager for the Leather POD and that’s how I ended-up here in Melbourne, a city that I’ve learned to love a bit more everyday <3


“ THERE ARE MANY FACTORS THAT MUST WORK IN PARALLEL... ARGUABLY THE TWO BIGGEST BEING FUNCTION AND STYLE. ”



HOW DO YOU THINK YOUR PREVIOUS EXPERIENCE HELP SHAPE THE NEW CRUMPLER DESIGN DIRECTION?

Mimco gave me several years of intense and precious retail experience and helped me to get a better understanding of the Australian market.

I had the opportunity to work alongside extremely talented individuals and witness the brand growth being an integral part of it.

Crumpler is now a new chapter for me, and even though the product is certainly different from what I was doing just a few months ago, the customer focused approach that drives design decisions is the same.



WHAT DO YOU FOCUS ON WHEN DESIGNING NEW PRODUCTS?

There are many factors that must work in parallel to make the process work, arguably the two biggest being function and style.

First, we need to understand who we are designing the product for and what purpose it fulfills. Then, but not less important, we need to be aware of what’s happening around us (trends, fashion, society, culture, etc) to ensure the vision feels current and relevant but is also unique with a point of difference.


“ ...I'M A BIT OBSESSED WITH HAND-SKETCHING. I THINK IT'S SUCH AN IMPORTANT SKILL TO ALLOW THE PENCIL TO LEAD THE WAY. ”



WHAT IS YOUR OWN PERSONAL PROCESS WHEN IT COMES TO DESIGNING NEW PRODUCTS?

I start a new project looking for the concept I want to pursue. Then I hone in on those key anchor points that start giving shape to the vision (materials, details, function, etc). Finally, and maybe one of my favorite parts, I put pen on paper. I’m a bit obsessed with hand-sketching, I think it’s such an important skill to allow the pencil to lead the way. It’s in that moment where those blurred details get defined and suddenly that initial vision in your head has become a product!



WHAT EXCITES YOU MOST ABOUT THE NEXT PHASE FOR CRUMPLER?

I think Crumpler has so much potential. The amount of opportunities that can be explored, from designing new products, collaborating with partner brands or artists and even stepping into new lifestyle categories is incredibly exciting.

Crumpler is such an iconic and authentic brand that over the years has built a reputable name that stands for quality, function and considered design.

Embracing those pillars and keeping the focus on customer evolving needs and innovation, Crumpler has the potential to evolve together with the customer but also appeal to new audiences.


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