How do you pick an outfit for an artist in Sanremo? The five stylists of the main artists seen on stage at the Ariston tell us about their creative process

This edition of Sanremo was all about young people. And perhaps this year more than in others fashion has played a huge role in defining the various personalities that have followed each other on stage – but the charm, fame and above all the style of these great personalities is the result of the work of their stylists, who are the main mediators among singers and fashion designers , as well as the main responsible for an adequate "translation" of their personality in visual terms on stage. It is certainly a complex work, which leads these professionals to have to confront both the great fashion brands and the great characters of music – a work whose dynamics are creative, but also communicative and cultural: all fashion finds space on the stage of the Ariston, from the most traditional to the most avant-garde. The real limit is just the imagination of the stylists themselves.

And that's why we decided to ask directly five stylists of the main artists and super-guests of the 71st edition of the festival to tell us all the backstories of fashion in Sanremo.

SIMONE FURLAN (@simonesifufurlan)

Madame, Annalisa, The Kolors, Pinguini Tattici Nucleari

What does a look have to look like to be authentically "sanremese"?

It obviously depends on the artist, but in my opinion it must have something singular, unique, spectacular, but always remain chic, and respect the Italian heritage.

What is the role of fashion within a festival like Sanremo?

In my opinion, the greatest importance is for 50-60% of the Festival. Not that music is not important, but, but the audience watches Sanremo for the performances of the artists, for the show, to be transported to a different universe every five minutes. And in this sense the look has a great importance, also because the stage never changes, so the expression of the performance is very linked to the look.

What aesthetic/concept inspirations have you followed for each of the competing artists you've followed?

For Lous we thought of a very feminine look, with a touch a little retro, sexy, and quite simple, very inspired by Cher. I wanted to put the emphasis on color, and shape, not so much on volume. I didn't want to make her burlesque, but rather very beautiful, and herself in the best way.

Tell us about how the creative and look selection process works between you and the artist.

For this occasion I created the look of Lous. We were talking about Sanremo, without knowing what to do again, and I proposed to him to make her a dress, so we can really do what we want. From there I sent her different inspirations, and we chosen two that we liked very much, with laces on her belly. After that I proposed a design and a fabric, and Let's go. First rehearsal, second rehearsal, and then on stage. It was all very quick.

In your experience, is an original look or a spectacular look more successful?

I like to in between original and spectacular. As I said before, I don't like to dress an artist, you have to listen to him very well, and then understand what works and what doesn't, and then take it in the right direction. The too original, or the too spectacular, I don't care.

Which under-represented brands would you like to see on the Ariston stage?

Younger, more independent brands. The festival tends to be too commercial, with only big Italian brands, I find it a little too bad.