In the field of fashion, promotion means documentation, through the press in general and through the branch of the press that serves it specifically. I recently debated with some American journalists the ideal contents of a fashion publication. Their opinions were, predictably, very different and our discussion returned to the familiar dilemma between dream and reality, between the desire to report extreme and fascinating trends and the need to give useful advice and information to the readership. Everyone agreed on one point: the apparently 'objective' documentation of a product acts as a kind of endorsement or legislation which augments its chances of commercial success. It is therefore critical that an organization such as ours invests in effective communication with the media.

When these elements are synchronized, a circle is completed where creativity can flow freely. Since the creative thought represented by Archimede's light bulb has always fascinated me, it has been a pleasure to have worked in a field where one can experiment with its deployment. Where these experiments are successful, the results are tangible and I attribute our company's success, in no small part, to the way in which creativity is embedded at the heart of its culture. Further satisfaction is to be gained from the certainty that our experiments will never reach a conclusion. The game will last for ever.


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