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WWD: Q & A With Seven For All Mankind


 

by CAROLINE TELL

Source: WWD

 

seven-for-all-mankindSeven For All Mankind may have launched bags in 2007, but the denim firm is keeping its accessories assortment fresh with new introductions such as footwear for fall and witty Love Notes and Break Up totes (nylon shoppers that feature a compilation of love ??” and hate ??” letters written by the Seven staff).WWD sat down with Rosella Giuliani, vice president of design and merchandising to talk handbags, shoes, writing styles and, of course, denim.

WWD: What made you decide to create the Love Notes and Break Up totes?
Rosella Giuliani: We wanted to develop a fun tote item that was different and unique. One of our graphic designers was doodling a note during a team meeting one day, and he had the idea to compile all different types of love and break-up notes from our internal team, put them together and make a print for the tote.

WWD: Were there any funny moments during the design process?
R.G.: We literally had to do a handwriting test on scraps of paper to see the different styles of everyone??™s penmanship. It wasn??™t until we saw the distinct difference between the

male writing style and female writing style within the department that we decided to come up with two different prints ??” a love note print and a break-up letter. The guys contributed to the strong, aggressive and somewhat hateful words of the break-up letter, and the girls wrote most of the whimsical, dreamy, loving notes on the Love Note tote.

WWD: How would you describe the Seven For All Mankind customer?
R.G.: Our customer is a highly cultivated consumer who appreciates and enjoys fashion. Denim is the foundation of her wardrobe. She wears it during the day, to work and out at night. She appreciates quality and design and always wants to look good.

Click here to read the full interview

 

–Nikki Cho Russo

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Posted Apr 20 2009 in Interviews

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