CERRUTI 1881 CHIEF CREATIVE OFFICER
What makes a Cerruti man? Cerruti’s creative director, Jason Basmajian, muses on his favourite streetwear trends and gives some expert advice for anyone trying to break into this seemingly
impermeable industry.
TPP. What drew you to Cerruti to begin with? JB: I have known Mr Cerruti for many years and always felt the house and style was very aligned with my vision for menswear. I loved the challenge of moving a heritage brand forward while retaining the house DNA. I thought it would be exciting to create the next chapter in the story of this fashion house.
TPP. How would you describe the Cerruti man? JB : Confident style, individual, free, elegant but relaxed, intelligent.
TPP. What inspires most you when you design a collection? JB : Colours and fabrics are the starting point of every collection. Textiles are such an important part of the house and an attribute that connects past and present.
TPP. Considering the style of clothes Cerruti produces, what makes a piece of clothing elegant in your eyes?
JB : Elegance is also an attitude and quality and cut very much contribute to this attitude. Clothes do not need to be formal to be elegant. A t-shirt and well cut trouser can be even more chic than a formal suit.
TPP. Which streetwear trend do you like best? JB : What I like best about the streetwear trend is how it shook up how we see fashion. It created a cross
over between generations as well style, infused a casual attitude in collections and emphasised the high- low mix we see today.
TPP. What future plans do you have for the brand? JB : I loved doing the women’s capsule and we will continue to build on this. I am also exploring collaborations with other brands and artists which are exciting.
TPP. What is your proudest achievement during your time at Cerruti? JB : The fact that people see the collection and are surprised in a good way- that we are able to reach a younger client who loves the collection as well as a loyal client who knows the history of the house. My greatest challenge is keeping the collection and brand relevant while building on the house codes. I am also proud of the fact that Nino Cerruti, who is for me an icon, has been supportive in my work and the direction we are taking with the brand.
TPP. How would you describe your own style?
JB : Understated, deceptively simple with a twist.
TPP. Which message do you want to convey to the students and, more generally, to the new generations of professionals? JB : My advice would be try and experience different things, work hard, listen and observe. Solid experience is not replaced by the fact that you may have 50k Instagram followers.
TPP. And what characteristics should these professionals have to be successful? JB : Open minded, flexible, and hard working - be willing to do any job big or small. Lead by example and stay humble - share your experiences and be professionally generous. Defend your ideas but don’t get stuck on what was done. Something that worked in the past might be an obstacle in the future.
TPP. According to your vision, how will fashion evolve in the next few years? JB : It’s an exciting moment for fashion which is both challenging, but with tremendous opportunity. There are less rules and out of the box thinking is the new norm. The way consumers shop and how we communicate to clients has all changed. Technology will continue to be a key catalyst in the industry.
