GURU ON NSSMAGAZINE.CO.UK – INTERVIEW CHANGES
The return of awareness. Matteo Cambi talks about the new identity of Guru: an evolution that embraces history and the future.
Article: “Matteo Cambi recounts the return of Guru”
To think that according to those who created it, one of the main reasons why the wonderful GURU happened is “all the fault of Gianluca Sessarego who put in the timing. He revamped everything and with the designers revived the brand, preserving the history and what we were, but elevating us to something new that doesn’t betray those who really lived it.”
The examination of all these emotions is entrusted directly to the voice and image of Matteo Cambi. At 47, he tells his story in a video documentary that alternates between painting scenes, shots and product details. The collection is simple, direct, emotional. Not surprisingly, Cambi appears serene, relaxed, free.
It is a return to an aesthetic that is not only graphic, but also personal. An aesthetic that stems from deep personal experience, and points to awareness as the only means to the future. Cambi says, “You don’t go back, you go forward. My past was strong, but today my priority is to live differently. Seeing the daisy on sweatshirts and T-shirts again today excites me.”
Matteo Cambi is aware that the brand will never return to what it was in the early 2000s. Nor does he want it to. Today Guru is a product built on a more solid foundation, and with new people. The daisy remains, but the context has changed. The communication is different, the models are genderless, and the tones more adult.
The goal today is to create a coherent and sensitive narrative that intersects with people’s need for emotion. According to NSS, Guru has all the potential to become a pop reference again.
Article published on nssmagazine.com on 5/17/2022 – Read article
