Friday, April 23, 2010

Via Spiga creative director looking forward to meeting Orange County customers this weekend

By MAGDA LISZEWSKA  
FOR OCLNN

Paola Venturi can’t wait to meet you. The Via Spiga creative director has nearly two decades of experience in footwear design, but she says it’s the customers who provide her with most valuable feedback. She’ll be looking for it this Saturday during her appearance at Nordstrom South Coast Plaza.

The graduate of the School of Arts in Rimini and Ars Sutoria in Milan began her career with Sergio Rossi where she says she discovered her passion for shoes and fell in love with her job. A later decision to explore the American market landed her jobs at Calvin Klein and Kate Spade but she never abandoned Europe for good. While working for Te Casan footwear brand in Spain, Venturi teamed up with actress Natalie Portman to help her create a vegan shoe line. Now, as a creative director for Via Spiga, she oversees all products of the Italian brand, but it’s working with shoes that brings her the most joy.

Venturi talked to Juicy about Via Spiga’s spring collection and how Californians’ style is reflected in next year’s line.

Juicy: What do you love about shoes?

Paola Venturi: A shoe is a kind of architectural shape. It’s three-dimensional. Even if it’s a small space that you have to create, it’s special because you have to create a balance between comfort and aesthetics.

Juicy: Is it possible to have comfortable high-heel shoes?

Paola Venturi: It’s possible for heels to be comfortable. There is a different way of making them. There is a limit to the height of the heel, or you can use a platform. If you don’t know the technique, it’s difficult, but thank God, Sergio Rossi was my master and taught me the technique, the balance, so yes, it’s possible. It’s really about the proportion and the measurement of the last (the solid form around which a shoe is molded). There are few people who know it.

Juicy: What is your vision for Via Spiga?

Paola Venturi: We really listen to customers’ needs and as you know the needs are changing really often. They expect more from their footwear, more value, the shoe has to last season after season. Our vision is to continue to listen to those needs. Ninety percent of our collection is made of beautiful Italian materials. We want to keep the aesthetics, the affordable price and the harmony between the different elements, but listening to the consumer is definitely on top of our list.

Juicy: How do you make your brand stand out?

Paola Venturi: By listening to our customers. I think we really have the right recipe. We have a strong and consistent image that Via Spiga is sophisticated fashion footwear for everyday use and this gives customers confidence to buy our product. There’s a good balance between sophisticated design, high quality and affordable price.

Juicy: What are the trends for spring?

Paola Venturi: The spring line has really turned out beautiful. There’s the gladiator that I created in a few ways, sexier with a stiletto heel and soft leather that feels like a glove and the flat sandal that has the same feel. There’s the platform since they are easy and comfortable. It’s a way to be in a high heel. Ballet flats with jewels are always an icon for Via Spiga. We have colorful wedges covered with natural textures, animal canvas print. Those kind of wedges make the wardrobe really fresh for springtime.

Juicy: Describe the Via Spiga customer.

Paola Venturi: A woman 25-45 years old, professional, someone really active, informed about everything, about fashion as well. She has the kind of lifestyle that is glam and sophisticated. She’s modern and contemporary.

Juicy: Have you done many store appearances?

Paola Venturi: This is my second one. For me, it’s really important to meet customers because we want to listen to their needs. They give me real feedback. I really want critiques from them. At my last store appearance in Chicago, we sold more than 200 pairs of shoes in two hours. I was kind of emotional about it. People are very nice, warm. They want you to sign the box. I really enjoyed it.

Juicy: What shoes should every woman own?

Paola Venturi: I think from Via Spiga, they should own the perfect black leather pump. Every woman has to have the correct pump in her wardrobe.

Juicy: Have you been to Orange County before?

Paola Venturi: No, it’s the first time, but I’m really excited about it. I’ll be really happy to meet everyone.

Juicy: Have you been checking out people’s shoes during your stay here?

Paola Venturi: Yes!

Juicy: How different is the style here in California compared to what you see in Italy?

Paola Venturi: They wear boots so I was quite surprised. They are super fashionable. I saw a lot of really trendy people in high boots and Uggs. I discovered it here that during the summertime, you see a lot of boots around. In Europe, people don’t want to suffer. They like fashion, but they go more with the weather. As soon as spring comes, you want your feet free because you wear boots all winter. I’ve already started designing the next collection, spring 2011. You’re going to see some boots but really summery, over the knee, stretch fabrics but more of summer materials.

Juicy: Did Californians inspire your next collection?

Paola Venturi: I designed it over a month ago, but it’s a confirmation. I gave you a bit of a preview because nobody knows it yet. I came here on an inspiration trip.

Juicy: You mentioned Uggs. What do you think of them?

Paola Venturi: To tell you the truth, in Europe they really didn’t fly. I don’t think they are sophisticated. Aesthetically, they’re not charming to me but maybe I should try them just to see.

Juicy: You’ve worked with Natalie Portman on her shoe collection. How did that happen?

Paola Venturi: She contacted me at the Te Casan company because she wanted to design a vegan shoe line. She fell in love with the brand and we started to work together on a small collection. She’s fabulous because she has a vision about fashion. She was really directional so it was easy to interpret.

Juicy: How many pairs of shoes do you own?

Paola Venturi: Oh my goodness. I should have another house. Between my vintage archives and my personal shoes, I have 300 pairs. I know. I’m really attached to them. I don’t want to throw anything out. I’m collecting.

Juicy: Of the shoes you own, what’s your favorite pair?

Paola Venturi: Every season I have my favorite pair. Last winter, it was my biker boots, really, really beautiful with great hardware. This summer, there is this beautiful architectural sandal called Jasmin, which I’m going to wear for the appearance. Since they have a little platform, they are really comfortable.

Juicy: What shoes would you never wear?

Paola Venturi: Shoes that are not aesthetically beautiful. It’s all about proportion. I call it divine proportion between the heel, material, shape and color. If these elements are not in harmony, the shoes don’t work for me. I’m really picky.

Photos courtesy of Via Spiga