Brand: Act N1
Co-founders: Galib Gassanoff and Luca Lin
E-shop: actn1.com
The first guest of the “Galosce, Zhiguli” series is Galib Gassanoff – an emerging designer in Milan, co-founder of the fashion brand Act N1. His designs and garments are his way of dealing with his childhood memories and thoughts on traditions, human rights, freedoms etc. Contrasting elements making parts of a whole garment is the defining feature of his designs.
Galib, if I’m not wrong, it was 2017, friends in Italy were forwarding a news to me. It was about a young Azerbaijani fashion designer Galib Gassanoff, who together with young Chinese designer Luca Lin won a prestigious fashion contest organized by Vogue Italy and Altaroma. As far as I understand, it is quite a competitive contest. Tell us about this contest, in general, and how all it happened with you, with which design did you guys join?
When we knew about this contest, we were already preparing our third collection. So we submitted it. After a few rounds we reached the final round. This contest, “Who is on Next?” is established in 2005 to support emerging designers in Italy. Especially in 2017, in the year when we participated, the jury was made up of prominent faces in fashion. Among them were Silvia Venturini Fendi, Pier Paolo Piccioli, Giambattista Valli, Suzy Menkes and Sara Maino.
We, together with my creative partner Luca Lin created ACT N ° 1 in 2016 based on our childhood memories. In our collections, we regularly talk about social issues, problems, human freedoms and our cultures. The collection we presented at the abovementioned contest was about unity, respect and love, regardless of religion, language, race or gender. In the clothes, we used the details of Azerbaijani carpets, as well as prints inspired by the traditional watercolors of China. To cut short, the jury was impressed by our work and this brought us victory.
So up until then you had already set up your own company, right? How and where did you create it? What category do you design, what is your entry price?
Yes, after studying fashion design and art direction in Milan, in 2016 we set up the ACT N °1 brand in two rooms at my partner Luca’s house in Reggio Emilia. As we both know dressmaking, we managed to take off with little investment. Although we started with women’s, over time we moved to unisex. Now we are starting with men’s. At the moment, we are presented in more than 80 multi-brand boutiques around the world. In addition to Italy, our brand is offered in the United States, China, Japan and other countries.
The positioning is entrance to luxury, and the price range is comparable to Max Mara. Twice in February and September of 2021, we introduced the ACT N ° 1 x Marella limited capsule collection globally in all Marella boutiques.
As a result of this victory, the Italian Fashion Chamber or Camera Moda has included you in the official calendar of Milan Fashion Week. How many times a year do you have a show on this calendar? Also, please tell us a little about the preparation process for the shows.
Since September 2018, we have a regular schedule. The show takes place twice a year, in September and in February at Milan Fashion Week. The show is a major event that brings together the press, buyers and critics. Preparations take about two months and we work on the new collection, music, lightining, installation, five-day casting, fitting etc. Finding venue is one of the most difficult part of the preparation work. Milan Museum of Technology and the Royal Palace were among the most remarkable venues that we were able to present our shows.
Let’s focus on Azerbaijan. I know that you are in touch with passionate youth in Azerbaijan and you guys carry out some projects. How, you think, we can benefit from Italian know how, Made in Italy experience and where do you see a potential?
At the moment, I see a lot of potential for interior design in our youth. But I do not feel it in fashion. There is some talent, but they either do not have proper means or shy away from expressing their creativity. Self-confidence is at the heart of everything. It is necessary not to stop, to look around, to grow by showing interest in different areas. I think we need to draw conclusions from the Italian experience. We can build the industry just by learning and applying.
Do you have any specific project regarding fashion, culture, or design?
I have ideas and plans to develop some sectors – let it be art or industry. My wish is that the unknown talented youth gets to express their creativity, emerge and build bright future. We have a great theater history, but I think we need to upgrade the quality of the costumes. Equally, our heritage of national costumes is very rich. I think it would be very good both to enrich this heritage and to define criteria to ensure quality of these garments. In general, I think there is need for some series work on this area.
Your advice from lessons learned to Azerbaijani youth who wants to purse their dreams like you?
There is no need to make excuses. Follow your dreams. Express yourself without fear or hesitation. Look around, explore, one grows thru learning. You will often hear “it is impossible!” Do not listen. What matters most is that you believe in yourself. If you do, everything will work out.
Click to read the original interview in Azerbaijani language.