Interview with Matteo Perin

1 After gaining experience at Armani, Guerlain, Rinascente, and in event production, how do you build a personal vision without losing the value of everything you've learned along the way? It is built through passion, curiosity, and the ability to remain constantly open to learning. I believe life has given me the privilege of absorbing valuable lessons from all my mentors, as well as from the artists and creatives I have met throughout my journey. Every experience has left its mark, helping to shape my personal vision without ever erasing the value of what I had learned before. On the contrary, everything I have experienced continues to be a source of inspiration and growth. 2 Was there a moment in your career when you realized that all your experiences were beginning to form a clear direction? I do not believe there was a specific moment when I realized that all my experiences were converging into a defined direction. For me, it was a natural process, driven by curiosity and a constant desire to go further, without stopping even when I had reached goals that could have seemed professionally fulfilling. Every experience represented a piece of a larger puzzle that, over time, contributed to a clearer vision. Even today, I continue to nurture the desire and ambition to evolve, explore new possibilities, and transform that growth into something that can be shared with others, generating wonder, emotion, and new perspectives. 3 In your work, how important is personal sensitivity compared to method and discipline? Both are essential. Sensitivity is developed through a continuous journey of personal research, through the willingness to question oneself and understand how one's perspective on the world evolves over time. Only in this way can what we experience and learn be transformed into something authentic that can be shared with others. At the same time, method is fundamental. I consider it a form of respect for everyone involved in a project. I always try to lead from the front because I believe that when method is accompanied by example, it creates trust, strengthens team engagement, and fosters a more harmonious and empathetic working environment. Sensitivity gives soul to ideas, while method makes them tangible and shareable. 4 Society began as a project connected to the Aldo Coppola by D'Adamo salon. How did it evolve into a broader platform capable of hosting events, creative research, and new forms of expression? Society was born from Giuseppe and Denise Trigilia's shared desire to naturally evolve a professional journey built over many years through expertise, dedication, and tangible results in the beauty industry, particularly in the field of hairstyling. It is not a sudden change or a departure from their know-how, but rather the expansion of a vision that originates precisely from what they know best: hair, aesthetics, image care, and the experience of beauty. Their work has always gone beyond simply providing a service. It has been a way of interpreting and enhancing people's identities. Society was therefore created from the desire to extend this approach into a broader context, where beauty can be experienced and expressed through events, creative research, cultural cross-pollination, and new forms of communication. What struck me from the beginning was the authentic human relationship that developed between us. I recognized in Giuseppe and Denise a genuine passion, great sensitivity, and a willingness to place their experience at the service of something new without ever losing touch with their professional roots. I am convinced that this journey will generate meaningful growth for everyone involved and, personally, it also represents an opportunity for further evolution and awareness. Every project born from a shared vision and a genuine belief in its values has the potential to become something significant and lasting. 5 In a world saturated with images, videos, and constant stimulation, what are the greatest challenges for creatives who still want to leave an authentic mark? Today, leaving an authentic mark requires the courage to move beyond conformity. It means exploring paths that are not always well-trodden, proposing ideas that may initially face resistance, criticism, or skepticism. Often, the most innovative insights are precisely those that require time before they are fully understood and embraced. The real challenge is not producing more content, but conveying a message that carries depth and a recognizable meaning. To achieve this, it is essential to continuously evolve one's language and communication style without losing authenticity. I strongly believe in the value of real, shared experiences. When different people come together around a common vision and purpose, something is created that goes beyond communication or commercial objectives. It is at that moment that audiences can genuinely feel emotions, become engaged, and develop a lasting connection with what they are experiencing. 6 Artificial intelligence is already replacing many junior roles in the creative industry. Without an initial apprenticeship phase, how can younger generations truly gain experience and become solid professionals? It is a complex question because younger generations are growing up in a context where many technologies seem to simplify processes that still require experience, sensitivity, and considerable personal development. Artificial intelligence is undoubtedly an extraordinary tool, but it cannot replace the value of observation, mistakes, dialogue, and the growth journey that every professional must undertake to build a unique identity. 7 In fashion-related make-up, what distinguishes technically correct work from something truly contemporary, capable of engaging with image, style, and brand identity? What distinguishes technically correct work from something genuinely contemporary is the ability to express a vision. Technique is fundamental and can be learned through study, practice, and experience, but on its own it is not enough to make a project memorable. Personal style is built over time through continuous interaction with creatives, artists, and professionals from different disciplines, absorbing influences, cultures, and perspectives that contribute to shaping one's identity. It is this identity that allows someone to interpret an image, a style, or a brand in an authentic and recognizable way. To give an example, there is a type of beauty that is immediate, perfect, and reassuring, but often ends with what it shows. Then there is a beauty that leaves a mark, sparks curiosity, and remains in the memory because it tells a deeper story. That difference is determined by personality and by the ability to transfer it into one's work. In fashion and beauty, true contemporaneity emerges from precisely this ability: using technique as a tool and placing it at the service of a vision capable of engaging with a brand's identity, the cultural context, and people's emotions. 8 When an event truly succeeds, what are the three essential qualities that determine its value? And conversely, what are the three mistakes or weaknesses that can compromise it? When an event truly succeeds, I believe there are three essential elements. The first is having a clear understanding of the message you want to communicate. Every decision, from creativity to production, must remain consistent with that vision. The second is attention to detail, because it is the details that transform a well-organized experience into something memorable. The third is the full participation of everyone involved, combined with deep respect for each person's role and expertise. When people feel part of a common goal, the result gains strength, authenticity, and value. Conversely, an event risks losing its effectiveness when there is no clear direction, when details are neglected, or when mutual respect among those working on the project begins to fade. Weaknesses often arise from a lack of listening, disconnection between teams, or an inability to share a common vision. It is in these moments that even the best ideas risk falling short of their full potential. 9 Today there is constant discussion about image and image production, yet particularly in the Western world there seems to be less emphasis on the discipline of observation. What advice would you give for developing the ability to notice details and transform them into creative resources? Developing the ability to observe means, first and foremost, training yourself to look beyond what is immediately visible. Recognizing details is not simply a matter of paying attention; it is the result of a journey that enables you to perceive nuances that often escape most people. It is a continuous exercise in curiosity, listening, and sensitivity toward the world around us. My advice is not to limit yourself to looking, but to truly learn how to observe: people, behaviors, languages, emotions, and imperfections. It is often within these details that the most interesting insights and the ideas capable of generating real creative value can be found. At the same time, I believe creative work should once again receive greater recognition and appreciation, especially from brands and companies. In recent years, creativity has too often been treated as an accessory, when in reality it is one of the most important drivers of innovation, culture, and the ability to create authentic human connections. Creativity is neither a luxury nor merely a communication tool. It is what allows us to interpret the world from a different perspective, imagine new possibilities, and transform reality into something more meaningful. It has been, and will continue to be, one of the fundamental keys to making the world not only more interesting, but also more beautiful.