Harrods

Ito Morabito

Designer Ito Morabito speaks to Design Boom

why this interest in brands?
when I was young I was fascinated by brands,
about their history …
at the beginning a brand is a person who has a dream
(and it is very difficult to realise the dream).
when I began, I tried to project my imagination on brands,
the most iconic ones.
I proclaimed myself their artistic director.
I used their logos in my designs without asking for permission.
everybody knows the fake ‘branded’ products,
all the counterfeit vuitton,
but actually everyone thought that my work was real
…. it made me quite famous.
now I am the artistic director of a lot of big brands.
my dream came true.

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