Giovanni Bianco - Creative Director, Vogue Italia - the Fashion Spot
 
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Giovanni Bianco - Creative Director, Vogue Italia


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Giovanni Bianco is one of the worldís most renowned creative directors, and images heís worked on are in the pages of every fashion magazine. Heís the artist behind the visual communications strategy for some of fashionís biggest and most coveted brands, including Versace, Miu Miu, Zegna, Ferragamo, and DSquared2. Itís Giovanni who figures out how to bring each of these brandsí distinct personalities to life.

His talents go far beyond just having an eye for design. Giovanniís projects are not only beautiful, theyíre compelling, vivid statements that precisely communicate what the brands he works with stand for. The results are so right they feel inevitable, but producing them takes genius.

Iím from Brazil originally. I started out studying engineering at university there, but I left that behind to pursue graphic design, which led to my interest in creative and artistic branding.

Brazilís fashion industry is changing so much now, just like the country itself. With the Internet and social media, Brazilians have become more interested in fashion and the trends happening in Europe and the US. This is both positive and negative as I believe we should stop looking outside of our country so much, and instead try and finally create a true fashion identity for ourselves.

We have so many talented designers in Brazil. Alexandre Herchcovitch is brilliant and constantly evolving his style. I love the work of Reinaldo LourenÁo, Pedro LourenÁo and Gloria Coelho, an extremely talented family. And I also love Osklen and Vittorino Campos.

At 22, I moved to Milan where a whole world opened up for me. In Milan, I was in the fashion capital of the world but I wasnít doing anything involving fashion, until the day that Dolce & Gabbana invited me to work with them. That was my entry way to the world of fashion.

Today, as a creative director, I help the brands that I work with communicate to their consumers in an artful way. A creative director is responsible for having a good sense of the brand as a whole and what their vision is for their company and meshing this with their own artistic approach.

Itís a dream come true because I get to make my dreams a reality. I love seeing my ideas come to life. This is also whatís most challenging for me. Ideas can be hard to nail down, it takes practice and discipline to be able to express them and translate them into something you can work with in real life.

I challenge myself by being aware; the more informed I am the more ideas I will have to contribute to my work. I donít close myself off to learning and improving. If I stopped learning and seeing and understanding then I wouldnít have any reason to push boundaries.

History and books are essential to me. I want to be sleek and modern in whatever Iím doing, but not without understanding the history behind it. For example when I do Versace campaigns I make sure I can feel a connection to Avedonís work so I can continue the integrity of the brandís history. I think itís so important to know the origins of the things that surround you. I love going through archives and seeing how somethingís evolved.

For this reason I have an extensive library in my studio that is growing all the time. Iím always adding interesting and rare books. I like the feeling of being surrounded by what motivates me to create. I enjoy all of my projects because I get to approach each one with a new and different perspective, but book projects have a special place in my heart.

My recent project with Taschen, ĎSay a Little Prayerí, is one that is especially meaningful to me. I have always been inspired by what moves peopleís spirituality. ĎSay a Little Prayerí gave me the chance to not only appreciate spirituality in a new way, but also to have the opportunity to learn the prayers, practices, and customs of 10 religions. Religion is important to so many people and full of so much history, so working on this project has been a very valuable experience for me.

I had the dream of creating my studio GB65 for a long time, and itís wonderful to see that dream come to life in all of the campaigns, books and other projects that we do. My team there helps me realize my vision for each project. Each person on my team has different skills, so I feel like we can accomplish anything. For example our designers donít just draw lines and make catalogs. They are talented studio artists that have background in art history or typography, or maybe they minored in photography. All of these different disciplines are important in order to make an idea feel complete.

I like working with a very young team, like the one I have at my studio; they always bring fresh ideas to the table. They are very enthusiastic and full of energy. I have been working with Jamie Hawkesworth on a few campaigns recently and he breaths youth into his work that really grabs you and at the same time, he brings a sense of nostalgia thatís equally captivating. Tyrone is also someone whose work is exciting to me. I can see his uninhibited approach in his photos, which is something difficult to achieve with campaign work. Thatís something I admire. I also very much admire Luigi and Iango. Luigi is a legend in hair design, and now he works with Iango as a photographer duo.

Working on Madonnaís X-Static Pro-Cess and Re-Invention Tour books was also very special. Those books were the first projects Madonna and I worked on together, in 2003 and 2004. My friend Steven Klein introduced us. We connected immediately and I knew it was going to be the start of an important relationship in my life. Collaborating with Madonna is special. When Iím working with her I feel free to explore every possibility. She is so open and just as excited as I am to make something wonderful.
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MADONNA RE-INVENTION TOUR BOOK 2004
Art Director, Designer - Giovanni Bianco
Photographer - Steven Klein
Photographer - Craig McDean
Celebrity - Madonna
Stylist - Arianne Phillips
Hair - Julien d'Ys
Makeup - Gina Brooke




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itunes.apple.com

HARD CANDY
Art Director: Giovanni Blanco
Photographer: Steven Klein
Celebrity: Madonna
Stylist: B. Ňkerlund
Makeup: Gina Brooke
Hair: Andy LeCompte






Hard Candy Digital Booklet / Warner Music

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stevenkleinstudio.com

secretprojectrevolution
Celebrity - Madonna
Directors - Steven Klein & Madonna
Photographer - Steven Klein
Art Director - Giovanni Bianco


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This is so great for him, and Vogue Italia!
The new era of Vogue Italia is definitely starting off in a very interesting new direction. Giovanni is a creative genius, and his collaborations with Madonna have been some of the most important in her legendary career.

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let's pray in a more modern but respectful rebranding

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