Taking the Brand Forward

Mister Krieger, as a creative director of traditional, Italian brand, how would you describe Pal Zileri in three words?

Sartorial, Avantcraft and Modern. Sartorial because it's our DNA, we are working on a rebranding the company since around two years, we are revolving season by season, but we are always working in our house with the same DNA of the company. Avancraft because we are a mix from the past and we are always looking forward, in terms of techniques, materials, shapes and modern because we apply our modernity to the formal wear.

This is very interesting, because the way we are wearing clothes is changing. Young man want to wear sartorial wear, but not like in pass, like a business man, so we try to give a relaxed definition. We are wearing a sartorial clothes but with a T Shirt, white sneakers, we are more mixing now. This is very sartorial, but with denim, with leather. We have, short pants, we are working to give a fluid modernity to our brand.

Is there a typical "Pal Zileri" model? A type of model, you prefer for the show? 

We are working with some guys, Alfons Miari is for example is really elegant, very young, but we loved the face, the attitude and the way he is wearing the clothes. This is really important for us to work with someone who is natural elegance, even if they are really young, they have a good approach. We don’t want the extravagant guy, we point the elegance and modernity.

What is the biggest lesson you have learned, since you have started working for the brand as a creative director? 

Always to speak to people, especially to talk to people who work in a company for a long time. It is important to understand the company in a deep way., what they have done. In order to translate into a new language, which is very important. When people understand your goals, your project, they follow and they push you in your work. 

How do you see the power of today's social media compared to the print media?

We have a philosophy, that we call avantcraft. That means to match the old tradition with the new, for sure the new tradition is the new media - instagram, website, facebook. And we think that for our clients it is important to be connected, to have a message, not a strong, but a message they recognize in a different chanel. But don’t forget the magazine, and the paper, I love the paper. The paper is the culture.

Personally I strong believe in a connection between paper and digital media. Many times I buy lot of magazine also online, because when you are at the airport, you have many bags, it’s not easy to carry all these tons of paper with you around. But when there is something interesting in store, I don’t care and I buy it directly. 

I have a magazine, which I bought when I started working, it was in 1987 at that time I started to collect the magazines. I suppose, one day I can use one page or another as an inspiration, but maybe it will never happen, we will see.