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Trending: Selective Attention. In Conversation With Tony Joshua Sanna

Temper goes trending and this time around, we have our supremely selective eye on the selected Shanghai files: It's T.J.S. Studio time!

I recently had the great pleasure to meet Tony Joshua Sanna, an Italian designer from Sardinia who is currently based in Shanghai. Despite his 30 years in the industry, Sanna still loves fashion and has an infectious energy starting the conversation off with “I’ve done so much but there is still so much I want to do.” Eccoci qua! (?)

An Intermezzo Presto

Or something along those lines… Alora! Temper Magazine’s Trending segment casts a net upon all that is throwing tantrums within the world of China Fashion across a variety of global sources. This very necessary segment makes for a collection of largely non-Temper Magazine-original content dipping its toe into the deep indigo-dyed pool that is the ocean of Middle Kingdom fashionable astonishment. This time around…

We head on over to Selective Attention where our dearest Temper contributor and B2B content createuse Sandy Chu materially digitalized her idea to create a semi-fun (“oh joy!” Quote, Chu herself) creative learning exercise which will help Chu develop her professional interests area’s depth of knowledge that will be written through the lens of personal rumination. The first file: Chu sits down with Tony Joshua Sanna as they discuss how one can go from dreary fashionable boredom to draping and shaping an innovatively creative future. Chu, please do bore us to death! [And please do insert the very obvious wink]

“My passion has got stronger over the years, I am always trying new looks new techniques as I don’t really go with the seasons.” Sanna

Selective Retailing
Natural selection is all that matters. Even in retail. Photo credits: Online

Breaking The Pattern

Sanna first discovered his interest in fashion when he was working as a hair stylist and makeup artist. Bored during down time backstage for a fashion event in Miami he began to drape and shape a spare piece of fabric on a mannequin form which earned him a compliment from a late great designer. On returning home he found an atelier to understudy at, all while working at his full time job.

When the time was right, he used his knowledge of pattern making and garment construction to launch his own brand T.J.S. Despite 30 years in the industry, Tony still loves fashion and he has an infectious energy starting the conversation off with “I’ve done so much but there is still so much I want to do.”

The Sandy And Sanna Files

How did you end up in Shanghai?

I was working in a fashion school in Hong Kong teaching adult students and one of my students who was very good friends with a person living in Shanghai introduced me to his friend who was looking for a stylist to help one of his clients. She was a famous golf instructor who had moved her business to China. Since she was writing a new book in Chinese she needed help with her hair makeup and styling since she was making public appearances. Since I’m very good and experienced in all three things I was asked to come to Shanghai for one month to do this. It was a great success and I’ve stayed in Shanghai ever since.

You mentioned you still love fashion, what is it about your creative medium that you find so fascinating?

It’s been nearly 30 years now of being a dressmaker and designer and even today when I pick up fabric it still feels like the first day I started. My passion has got stronger over the years, I am always trying new looks new techniques as I don’t really go with the seasons. I make and design based on how I’m feeling at that time. Before I start designing a collection I go to the fabric market to touch the fabric, then my collection starts from there for bridal, evening and haute couture. I also love teaching students across a wide range of ages, I make it so much fun and interesting and really enjoy sharing my knowledge with them.

Perseverance is not a long race; it is many short races one after the other.

Can you tell us how you came to collaborate with GAP China for an A/W 17/18 capsule collection?

In 2016 I was asked to design a new fall collection for GAP China.

I was personally asked by the CEO who had seen some if my work. Since I have a high passion for Asian style mixed together with Western design elements she thought this would be an interesting new look for GAP. After a year of hard work the collection was released in September 2017. It was a great success that sold out within a month of launching.

How do you consult your clients on custom designs?

When a client come to see me about making a dress, the first thing I ask them is “What is the occasion?” Then it all starts from there, if they have a picture of something they like, that would be a visual guideline, but I will never copy. I want each custom order I make to be personally made for each client, although there will be some details of the dress they are looking included. Everything from the neckline color to fabric will be included in the consultation so the final design suits their personality and skin tone. When I work with a client, I always give her my honest opinion in every way I can to achieve the best result.

Where do you see yourself in the future?

My future is here in Shanghai.

Right now I am still making collections from my studio and doing many projects with others. I recently worked with a magazine for an editorial, I made a collection that was specially designed for that.  My collection is also being sold on an online platform and a big project that is currently being discussed will see my collection housed in a physical retail location where my existing clients and future ones can see my designs in person. I’ll also be consulting for a new menswear brand and soon I will be a creative director for a new store.

To learn more about custom orders or Sanna’s studio taught fashion classes add the designer on WeChat, his ID is tibby67.

As one wise man once said… Perseverance is the hard work you do after you get tired of doing the hard work you already did.

 

 

 

 

 

 

 

 

 

 

 

Originally written by Sandy Chu for Selective Attention, 2018. All rights reserved
Additional editing by Elsbeth van Paridon for Temper Magazine
About Selective Attention:
These days after writing B2B content for five years, Chu constantly thinks about the business takeaways in cultural trends, apparel products and around retail, which is making her life tragically tasteless in a melodramatic way that one can only describe as “hipster heartbreak”. With that in mind, Chu is trying to give herself some creative freedom to explore ideas for fun’s sake though she can’t help but include some On a Serious Note sort of content?
Having decided that writing a personal blog would be just too,,, light. Chu went out and bought herself a new domain — Selective Attention (.net though) so she can make this in to a blog publication. The idea is to make this a semi-fun (“oh, joy!” Quote, Chu herself) creative learning exercise which will help her develop her professional interests area’s depth of knowledge that will be written through the lens of personal rumination.
Featured image: Shanghai gals in iso3200 black and white film shot by Rolento Photography, 2012. All rights reserved. Get in touch: 

Temper Magazine does not own any of the above English content. All featured English content was re-published by Temper Magazine and originally belongs to Sandy Chu for Selective Attention, 2018. All rights reserved.