Simon Cracker – Exclusive Designer Interview

Name Brand: Simon Cracker

Name Designer: Simone Botte


Kind of Style: no gender

Instagram: @simoncracker

1. Please describe yourself and your brand and its evolution in the past seasons.

Like I always say, I don’t like to define myself too much, I like my chameleon-like, ever-changing essence as I don’t like definitions in general.

I don’t call myself a fashion designer, nor a painter or sculptor, I’m a person who creates stuff as an outlet, to clear mind and body from emotions, expressing them in this way, which right now is designing collections, but who knows what the future holds?

I feel like I’m always adding something new to each collection, there’s been a huge change between the first and the current season. I used to think I had to be a slave to the market, that I had no choice. Then, I understood that, through compromise, people can be themselves in what they create and still be accepted. At first, only designed womenswear, then menswear… now my work has no gender.

2. Best and toughest part of designing a menswear collection.

The best part of it is that there’s still so much to do regarding menswear, that barriers differentiating and dividing the clothing industry in general can be broken down.

The worst part is seeing that there are still so many of those barriers, old preconceptions that need to be eliminated.

3. What sources of inspiration are your biggest influence?

great source of inspiration are the people surrounding me,their different characters, things that makes me angry, injusticeand a solid base of memories and experiences that I lived.

4. What was your favorite collection so far?

Amedeo is the collection I dedicated to my grandfather and I’m very sensitive to this subjectWhenever I talk about it, I get a lump in my throat: it was very therapeutic, beautiful and painful to design that collection while he was in the hospitalThe people around me in those moments shared a series of conflicting emotions with me, which I believe I projected onto the various items of FW18.

5. How much of your success do you credit to the education you had?

I started as a graphic designer. I believe instinct and spontaneity are sometimes more important than schools or big names. Over the years, I had the opportunity to experiment with different methods, from Central Saint Martins, to Polimodaand Osaka Bunka College, where I quietly observed the differences in terms of culture, education and development of a collection. It’s amazing how the same result can be achieved in such a wide variety of ways. 

6. What genre of music best describes your collection?

I often create the soundtracks to my collections, because I need a specific sound that I can only find in my headSometimes unknown authors are my favorites, experimental bands, the harder they are to understand, the less catchy, the more they get my attention.

7. How do you choose your models for your shows and campaigns?

Besides selecting agency models, in my last fashion show I focused on people who I felt communicated anger, people who meant something to my collection. There were many artists, performers, singers on the catwalk and, among the last models, mother and her daughter on her 18th birthday. All of this constituted a stream of positive energy, all converging to express my messages at best.

8. Do you have any favorite male models

don’t. I certainly don’t like obvious, easy beauty. I never likeeasy things

9. Where do you plan to take your brand next?

My goal is a franchise of monobrand SIMON CRACKER shops, spread across the world.

10. Beside fashion – do you have any special talents?

I hate fashion and this term by itself.

I definitely want to make something more than rags with a short-term expiry date. Even now I’m not limiting my work to expressing emotions and concepts in the form of clothing: as I mentioned, I always pair my collections with soundtracks, sculptures and paintings. During the last Milan Fashion Week, I also decorated a historic Milanese restaurant following the mood board from the Amedeo collection. It was truly exciting!