If fashion has lately been too removed from women, Sara Cavazza Facchini now intends bringing them together, as she explains, “I am a working mother of two, I like wearing clothes that represent my inner self and that adjust to my daily needs”. Her story is the product of the coexistence of various cultures and opposing geographical locations: intimately cosmopolitan, intensely curious and passionate for novelties and new currents, sensitive to cultural diversity, she was drawn to travel around the world and to deeply explore any context she found herself in.
Sara was born in 1979, and at the young age of 16 she was discovered by Oliviero Toscani, who photographed her for the cover of the weekly magazine Grazia. Her modelling career then took off with the Fashion and subsequently Riccardo Gay agencies, and enabled her to give in to her love of art by starring in an installation by the artist Vanessa Beecroft, “VB 28” at the Venice Biennale in 1997.
At the same time, she continued studying at the University of Trento, where she successfully obtained a degree in Sociology with a minor in journalism and communication and a thesis on the Stylist, thus proving her natural tendency to feed her appetite for knowledge and her will to look into all of the facets of beauty.
Sara Cavazza Facchini soon realised that her vocation was in design and creativity: her strong sense for aesthetic expression combined with her love for the feminine figure and for beauty led her down the natural path to fashion. After a masters degree in Press Office and Communication at IED in Milan, she married Mathias Facchini, CEO of Swinger International, the Verona-based company founded in 1971 that has successfully brought together the typically Italian industrial skills and craftsmanship, which she joined in 2004.
At Swinger, Sara Cavazza Facchini took care of the “celebrities look” department and managed the various licenses of the company: this enabled her to let her talents bear fruit and led her to handle a multitude of things, with the same creative enthusiasm and passion that characterise her. In 2011 Swinger acquired Genny, a historic pret-à-porter brand, with the aim of helping the maison to regain some of the prestige that had made it famous around the world for its style and tailored cuts. Sara Cavazza Facchini was in charge of the special projects for the brand – such as licenses for eyewear, furs and perfumes, as well as restyling retail and advertising.
In June 2013 she was appointed creative director of Genny, the fashion house that has in the past contributed in creating the fame and fortune of Italian ready-to-wear across the world, thanks to its elegance, creativity, uniqueness and quality in a modern and contemporary key. A visionary who is full of interests, Sara Facchini loves beauty in every form, she is a woman of great talent, strongly dedicated to her work, an entrepreneur but most of all a mother, she incarnates ingenuity and depth. Her spirit is contagious and her warmth is beguiling. Her deeprooted drive and vision make her a woman for all women: but a mother and wife, to begin with. And a creative entrepreneur to follow.
Genny has always been known for her elegance, how has the brand vision changed since you started to lead the team?
Fashion is the result of the times and historical times in which it develops. Genny has always been known for her elegance, embroidery, and very feminine and clean silhouettes. Since I started designing for Genny, I always try to bring back that concept of timeless elegance, which I feel belongs to me, to create harmonious dresses that makes feel good.
How do you stay updated with the trends in the fashion industry?
I’m very curious, I read a lot and I love to travel even if lately it is more and more difficult. In the creation of my collections, I let myself be inspired by a feeling, an idea, a detail.
The digital fashion show you hosted for SS2021 is a new trend or just a business option during pandemic?
I am sure that we will return to live shows, with all their magic performance. The pandemic has first of all changed the way to communicate the product, hence the choice to create a digital fashion show broadcast worldwide, but also the creative content of the collection. certainly, I think it is important to strengthen digital communication to ensure the flow of the market in any condition as well as to strengthen e-commerce channels.
What do you think makes Genny so appealing to it’s customers?
Genny is a brand that makes elegant and refined clothes for a woman who wants to feel feminine all the time. Moreover is a Made in Italy brand, promoter of Sustainability, thanks to the collaboration with Fashion for development and therefore the decision to introduce ecological fabrics in the various collections. A research that began with the introduction of gots silk, continued with cotton, linen and recycled wool. The desire also to awaken in the consumer the awareness of what he wears.
When did you first realize you wanted to pursue a career as a designer?
I grew up in a family that traded in fabrics and from a young age I accompanied my family to meet the seamstresses; I spent afternoons among sewing machines, thimbles, needles, meters and clothes that took shape. I was fascinated by the whole process. Once I grew up, I decided to become the protagonist of the whole world that I have always seen, but lived with great intensity as a child.
Ambition or talent: what matters more to succeed?
I believe that ambition is stronger than talent because it is accompanied by determination, perseverance, desire to arrive. Massive actions that lead to the result. Talent is not always accompanied by a strong mental attitude, without which the result is not obvious.
How would you define your personal style?
I am a feminine woman, chic and with a sensual side given by the touch of modernity in my style.
If you could go back and tell yourself one thing before beginning your career what would it be?
“Don’t hesitate to act and in making your decisions.”
Who was or is still your mentor?
My greatest mentor is my instinct.
