MAGAZINE February 22nd, 2021

IURI Interview

 

Why did you choose to be a designer? Why bags?

"I studied economics and then did a master's degree at Marangoni but at the time I was more about brand management than design. In truth, I always wanted to be a designer, so I started thinking about the world of socks and then I turned to bags. The bag was immediately a very architectural product that I felt close to. I am self-taught, I learned everything in the field, with craftsmen from Milan, Tuscany, Naples. Now I produce in Marche. My first real season was in 2019, as a finalist on Who Is On Next."

What are the aesthetic elements that define your line?

"I started out in a very geometric world, although I am now softening it. Every time I create a bag I try to make it iconic, an easily recognisable product that will stay on the market for a long time. Architectural experimentation usually inspires me more than a precise suggestion.

Tell us about your bags

Mine is meant to be a Contemporary Luxury line: luxury is a big word, an intangible concept. What I mean is that I am striving  to achieve the highest quality, both in the object itself and at the level of perception. If the Iuri Bag is my first bag, it is the most representative one, harmoniously the one that contains all the geometries inside. Today I am very focused on the Container, a clutch with a removable shoulder strap inspired precisely by the volumes of containers with their characteristic raised side bars. Then this season I tried to find a compromise between creativity and the period we are living in: the Balloon bag is very essential, linear, clean, sober, practical, with a semi-soft structure".

Has the pandemic changed your approach to design?

"I haven't stopped, but I must say that I am more careful. There's no point in developing new things if people can't touch them. I'm also pursuing digital, which is an important tool for brand storytelling,To get closer to the world of design, architecture and art, I am now working on my second virtual reality project, The Iuri Museum".

Upcoming projects?

"I am working to develop my brand and give it international visibility, in the United States and Asia, my two target markets. I would also like to become the creative director of an accessories house. As I am self-financing, consultancy is vital.

 

 

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