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CHAPTER 3 | MATERIAL BECOMES CREATION

“It took me five minutes to produce this drawing, but 60 years
to get here”

Pierre-Auguste Renoir

3.1 It is precisely this study of design which is the
From creativity to the starting point of Ratti’s creative process. It is
finished garment, a work that does not follow any rules or precise
methods, but instead consists of a continuous
guarantee of quality interaction between customers and the ideas
they want to develop and designers with their
own talents and personal creative traits. The
Talent that lends form to ideas result of this dialogue is a design which will be
“It took me five minutes to produce this drawing, printed on fabric. The design may be seen as a
but 60 years to get here”. kind of meeting between the end-customer with
Through these words, Pierre-Auguste Renoir their desire to enhance the elements of their
explains his art: a mixture of talent, study and brand and the creative capacity of the individual
experience. Being able to draw is without doubt
a natural inclination, while the “rest” is long
melding of technique and learning of the visual
language to produce a design which expresses, Creativity at the click of a button
perfectly, the starting idea. In Ratti’s experience,
art and fashion have always been much closer
together than one might think, rendering the Work is still under way to digitalise the product managers.
world of fashion a form of artistic expression on a Ratti’s historical archive, which boasts Digital acceleration, conceived in
par with painting or sculpture. more than a million fabrics, designs order to improve the way Ratti’s
and pattern books. collections are presented and
This digitalisation process, which is expressed, seeks to transform the
The first cashmere designs of the Group’s
continually progressing and improving current impasse into an opportunity,
founder are proof of this: little masterpieces
thanks to a machine learning offering alternative points of view and
in Indian ink which, over the years, have been
algorithm, enables customers to view innovative ideas.
a continuous source of inspiration for many more than 650,000 designs. It offers a
designers and creative people. one-to-one virtual experience of ever For its digital archive, Ratti makes
increasing speed and efficiency, which use of an API (Application Program
simulates garment and furnishing Interface) for image recognition,
models. classification and research using a
Ratti’s objective revolves around a cognitive computing system.
process of sharing product creativity, The project is articulated in four
which finds concrete expression on steps: the digitalisation of physical
the online partnership platform. To references; data cleaning and
this end, the company has created a classification; searching for and
virtual desk which may be consulted comparing images; managing the
online by the company’s staff and all archive. In order to offer creative new
the customers – if they are inside one stimuli to its designers and customers
of the operational premises of the firm Ratti SpA is constantly committed to
– who are being helped and guided by updating and expanding its archive.

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