Nicola Formichetti: 'The Lady Gaga thing pushed me into the limelight'

The fashion designer has gone from styling one star to steering the artistic direction of a big brand. Alexander Fury meets him

Nicola Formichetti is no ordinary fashion designer. Then again, really, he isn't a fashion designer at all. He started off as a stylist, working on the magazine Dazed and Confused and then for numerous editorial and commercial clients. At some point, there was a run-in with a fledgling New York-based musician who performed under the name Lady Gaga. Formichetti was drafted in to collaborate on her music videos. The rest, as they say, is history.

Formichetti, 36, has a polished voice – polished by numerous press interviews, an accent ironed out by endless transcontinental commenting. He was born in Tokyo, the son of a Japanese mother and Italian father, hence his move to Rome for school, aged 12. He then spent stints living in London and New York. Hence the smooth, almost accent-free English. At a push, you would nail it as London rather than anywhere else, which chimes with Formichetti's urge to break the rules and transgress boundaries. "Gaga always said, 'Whatever the record company tells you to do, do the opposite,'" he casually states. It feels like a distantly London-punk mentality.

But Formichetti has moved from punk to the heart of the establishment. Today, he is artistic director of the multibillion-euro Italian denim behemoth Diesel. Please note: artistic director, not head designer. Direction, either artistic or creative, is postmodern fashion's epithet of choice. It implies a remit far larger than merely clothes, spanning advertising campaigns, shop-fits and all facets of visual presentation. Neither explicitly states that you'll be getting your hands dirty with the nuts and bolts of design.

What is the actual definition of the job? Nicola Formichetti shrugs. "I still don't know – it's just a name that sounds kind of cool." Maybe that's the answer, in part. It's knowing what's "cool" at any one time, and being able to steer something, or someone, towards it. It's a diviner, rather than a designer.

That is something Nicola Formichetti has carved out a career doing. That sense of cool is possibly his most valuable commodity, as is his willingness to challenge factors limiting certain spheres of influence. Example: Formichetti's day job is a stylist. It's a very well-paid day job for a figure of Formichetti's calibre. It's also a day job that Formichetti has chafed at the confines of for some time. A stylist implies tinkering with existing clothing – maybe helping designers to pull "looks" together for a catwalk show, or dressing a model or celebrity in garments for a photographic editorial. Stylists don't normally have a hand in actually devising the pieces of clothing themselves, and they certainly don't take a bow after the catwalk show.

Formichetti was arguably the first to do so. In 2010, he was appointed creative director of the Parisian house of Mugler, overseeing designers Sébastien Peigné for womenswear and Romain Kremer on menswear.

"Stylists are like designers," says Formichetti. "We can sew. We can design. Maybe we are less confident than designers, who don't want to put their name out there. I know so many stylists who are incredible designers. It's about confidence. Maybe you don't want to do that, come out at the end on the runway." Nevertheless, Formichetti did take bows at Mugler, where he was credited with spectacularly reviving interest in the moribund French house better known to the general public for its sugary-scented perfume Angel than for its fashion credentials.

Key to Formichetti's Mugler revival was, of course, Lady Gaga. She sported the label long before he took the reins, wearing an archive Mugler "Cyborg" suit for her Jonas Akerlund-directed "Paparazzi" video in 2009. She acted as musical director for Formichetti's debut 2011 menswear show, and modelled in his first womenswear show. And she sported the Mugler collections, allegedly purchasing the first womenswear show in its entirety. Formichetti also states she was instrumental in propelling him into the Mugler role.

"I was happy being backstage, being part of the design team," he says. "But the whole Gaga thing pushed me into the limelight. Then the Mugler thing happened. Instead of saying no, I just did it. Maybe it was too early, for me."

Now, however, Formichetti asserts the timing is perfect. He waited a year before presenting his first show for Diesel: his artistic director role at the label (where he oversees all product except the Black Gold line designed by Andreas Melbostad) was announced the day after he left Mugler in April 2013. His first show took place in Venice, close to Diesel's headquarters in Breganze, with a razzmatazz that included a vast amphitheatre, a troika of films by Nick Knight and almost 90 street-cast models in Formichetti's clever mixes of denim, leather and military-tinged pieces, as well as follies such as balaclavas with fake fur pom-poms, like animal ears.

Three days after the show, the new advertising campaign will be shot, again with Knight, whose last campaign around Formichetti's Diesel "Tribute" collection was shot on an iPhone. "Coming from a high fashion world into Diesel was a bit of a thing," says Formichetti. "People are actually nice! People actually eat food! Drink wine! You work hard but you play hard too. It's a different vibe."

The clothing is different, too. His work at Mugler was all pointy sci-fi shoulders, corseted waists, a penchant for latex – a bit Gaga, in both senses of the word. At Diesel, Formichetti is creating something closer to reality and to the street, which also links with his other day job as creative fashion director (another of those odd titles) of the Japanese high street brand Uniqlo. "We're just doing phantom things in high fashion – or the stuff I was doing with Gaga. You create these things, but they're only for specific people to wear once, or for a fashion show. I love that now I get to see people on the street wearing my designs. As a creator, a designer, it gives me such a high."

Formichetti isn't shy to call himself a designer – after heading up a major Parisian fashion house (albeit to mixed reviews) and now at one of the largest fashion companies in the world. Diesel's turnover is roughly €1.3bn. "I never had a plan," says Formichetti of his move through the fashion ranks. "I mean, when I was super-young, yes, I wanted to be a designer, for sure. But I went to study architecture and sort of got lost in the London world, just went clubbing and stuff! I found myself loving photography, doing styling, making visuals. I sort of forgot about the whole designing thing."

Lady Gaga was the point, presumably, where that interest was reignited. Formichetti was as the centre of a cadre of creatives Gaga herself dubbed "The Haus of Gaga", who devised some of those "phantom" garments for Mother Monster to model during her numerous public appearances, each necessitating a costume change. (Formichetti has estimated their daily number at no fewer than 12.) "I wasn't her stylist because I wasn't really styling her," he says of the three years he worked with Lady Gaga.

"We were coming up with all the other stuff too. I didn't want to call myself a stylist. It felt like a little gang of creators just doing their thing. I'm really sad now that I'm not doing it. I wish I could keep doing that. But I had to do my own thing. I miss focusing on something and just keep doing it, keep doing better."

Formichetti's work with Lady Gaga catapulted him into a new realm of popularity and fame. Although he resists, and is irked by, the term, he became the most famous stylist in the world. And the work of Formichetti and the clan of Gaga collaborators, including the Lady herself, to devise her often controversial but always noteworthy images, has perhaps best defined the nebulous idea of creative or artistic direction in the public's eye. It wasn't an easy route. "When I first started with Gaga, everyone was like, 'What the fuck are you doing? Don't go there! Why are you working with a musician? You're going to ruin your career,'" says Formichetti. "No one would lend me any clothes. Now it's such a normal thing to request a high fashion brand if you're doing a music video. Credits, credits! I just did that because I came from magazines, and I just wanted to tell the world how much work I'd been doing, on that bloody 'Bad Romance' video!"

All that Gaga chat diverts your attention from Formichetti, which is maybe what he wants. We meet before his first Diesel show, when Formichetti is still agonising over whether or not to take a bow at the end. (He does, but hauls the Gaga-alike singer Brooke Candy alongside him to distract the crowds somewhat.) "It's weird, and I hated it at the beginning," he says of his fame. "Then you see the other side, and there are fans that come up to you. They're crying – they want a picture taken with you. They say, 'Thank you. I want to be like you.' That's beautiful. That's the stuff I'm really happy about."

Curriculum vitae

1977 Nicola Formichetti is born in Tokyo.

1989 Goes to school in Rome.

1995 Moves to London to study architecture, and is immersed in the club scene.

2005 Appointed fashion editor of Dazed and Confused.

2008 Appointed creative director of the same title and also fashion director of Vogue Hommes Japan.

2009 Meets Lady Gaga on a shoot for V magazine, and begins to collaborate on her videos and public appearances.

2010 Receives the Isabella Blow Award for Fashion Creator at the British Fashion Awards.

2011 Presents his first menswear collection for Mugler.

2011 Opens a pop-up shop, Nicola's New York. He also launches the range Nicopanda, of clothing bearing a cartoon panda likeness of himself.

2013 Leaves Mugler and is appointed artistic director of Diesel, and also creative fashion director of Uniqlo.

Arts and Entertainment
Attenborough with the primates
tvWhy BBC producers didn't want to broadcast Sir David Attenborough's famed Rwandan encounter
News
people
News
Campbell: ‘Sometimes you have to be economical with the truth’
newsFormer spin doctor says MPs should study tactics of leading sports figures like José Mourinho
News
news
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Voices
Lance Corporal Joshua Leakey VC
voicesBeware of imitations, but the words of the soldier awarded the Victoria Cross were the real thing, says DJ Taylor
Life and Style
Alexander McQueen's AW 2009/10 collection during Paris Fashion Week
fashionMeet the collaborators who helped create the late designer’s notorious spectacles
Sport
football
News
i100
News
Perry says: 'Psychiatrists give help because they need help. You would not be working in mental health if you didn't have a curiosity about how the mind works.'
people
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Bookkeeper / Office Co-ordinator

    £9 per hour: Recruitment Genius: This role is based within a small family run ...

    Recruitment Genius: Designer - Print & Digital

    £28000 - £32000 per annum: Recruitment Genius: This Design and marketing agenc...

    Recruitment Genius: Quantity Surveyor

    £46000 per annum: Recruitment Genius: This property investment firm are lookin...

    Recruitment Genius: Telesales / Telemarketing Executive - OTE £30k / £35k plus

    £18000 - £35000 per annum: Recruitment Genius: This company specialises provid...

    Day In a Page

    War with Isis: Fears that the looming battle for Mosul will unleash 'a million refugees'

    The battle for Mosul will unleash 'a million refugees'

    Aid agencies prepare for vast exodus following planned Iraqi offensive against the Isis-held city, reports Patrick Cockburn
    Yvette Cooper: We can't lose the election. There's too much on the line

    Yvette Cooper: We can't lose the election. There's too much on the line

    The shadow Home Secretary on fighting radical Islam, protecting children, and why anyone in Labour who's thinking beyond May must 'sort themselves out'
    A bad week for the Greens: Leader Natalie Bennett's 'car crash' radio interview is followed by Brighton council's failure to set a budget due to infighting

    It's not easy being Green

    After a bad week in which its leader had a public meltdown and its only city council couldn't agree on a budget vote, what next for the alternative party? It's over to Caroline Lucas to find out
    Gorillas nearly missed: BBC producers didn't want to broadcast Sir David Attenborough's famed Rwandan encounter

    Gorillas nearly missed

    BBC producers didn't want to broadcast Sir David Attenborough's famed Rwandan encounter
    Downton Abbey effect sees impoverished Italian nobles inspired to open their doors to paying guests for up to €650 a night

    The Downton Abbey effect

    Impoverished Italian nobles are opening their doors to paying guests, inspired by the TV drama
    China's wild panda numbers have increased by 17% since 2003, new census reveals

    China's wild panda numbers on the up

    New census reveals 17% since 2003
    Barbara Woodward: Britain's first female ambassador to China intends to forge strong links with the growing economic superpower

    Our woman in Beijing builds a new relationship

    Britain's first female ambassador to China intends to forge strong links with growing economic power
    Courage is rare. True humility is even rarer. But the only British soldier to be awarded the Victoria Cross in Afghanistan has both

    Courage is rare. True humility is even rarer

    Beware of imitations, but the words of the soldier awarded the Victoria Cross were the real thing, says DJ Taylor
    Alexander McQueen: The catwalk was a stage for the designer's astonishing and troubling vision

    Alexander McQueen's astonishing vision

    Ahead of a major retrospective, Alexander Fury talks to the collaborators who helped create the late designer's notorious spectacle
    New BBC series savours half a century of food in Britain, from Vesta curries to nouvelle cuisine

    Dinner through the decades

    A new BBC series challenged Brandon Robshaw and his family to eat their way from the 1950s to the 1990s
    Philippa Perry interview: The psychotherapist on McDonald's, fancy specs and meeting Grayson Perry on an evening course

    Philippa Perry interview

    The psychotherapist on McDonald's, fancy specs and meeting Grayson Perry on an evening course
    Bill Granger recipes: Our chef recreates the exoticism of the Indonesian stir-fry

    Bill Granger's Indonesian stir-fry recipes

    Our chef was inspired by the south-east Asian cuisine he encountered as a teenager
    Chelsea vs Tottenham: Harry Kane was at Wembley to see Spurs beat the Blues and win the Capital One Cup - now he's their great hope

    Harry Kane interview

    The striker was at Wembley to see Spurs beat the Blues and win the Capital One Cup - now he's their great hope
    The Last Word: For the good of the game: why on earth don’t we leave Fifa?

    Michael Calvin's Last Word

    For the good of the game: why on earth don’t we leave Fifa?
    HIV pill: Scientists hail discovery of 'game-changer' that cuts the risk of infection among gay men by 86%

    Scientists hail daily pill that protects against HIV infection

    Breakthrough in battle against global scourge – but will the NHS pay for it?