Trends are dangerous; you will fail if you design for them. You

In the words of Giuseppe Zanotti, the sculptor of shoes and the poet of design, there rings a truth that reaches beyond fashion, beyond craft, into the very nature of creation itself: “Trends are dangerous; you will fail if you design for them. You cannot follow the work of others. I have my own DNA, my own formula. I always stay true to myself and to the brand.” These words, though spoken in the language of style, are in truth a meditation on the eternal struggle between imitation and authenticity, between the fleeting and the timeless. Zanotti speaks not only as a designer but as a sage — one who has seen how trends seduce and destroy, and how only those who walk their own path endure.

The origin of this wisdom lies in the fires of artistic temptation. In every age, creators are surrounded by noise — the fashions of their time, the opinions of others, the pressure to conform. To design for trends is to surrender to the shifting winds of approval, to chase what is already dying. But to design from one’s own DNA — one’s inner essence — is to create something that outlives the moment, something that bears the stamp of eternity. Zanotti, who rose from the small town of San Mauro Pascoli to adorn the feet of stars, did not climb by imitation. His shoes were not echoes of others’ work, but manifestations of his own formula — sensual, bold, architectural, alive. His success came not from following, but from staying true.

He understood that trends are but mirages — glittering on the horizon, yet vanishing the moment they are reached. To chase them is to build on sand. History itself proves this truth. Consider the story of Antonio Stradivari, the master violin maker of Cremona. In his time, countless craftsmen sought to copy the instruments of others, to follow the popular shapes and finishes of the day. But Stradivari looked inward, not outward. He trusted his own formula, refined through patient experimentation, guided by intuition more than imitation. Centuries later, his violins still sing with unmatched perfection, while the names of his imitators have long been forgotten. So it is with all great art — only what springs from authentic vision endures.

Zanotti’s words also reveal a deeper truth about identity. When he speaks of his DNA, he speaks not only of style but of essence — the inborn rhythm that defines every creator, every person. Each soul carries within it a unique pattern, a design written by life itself. To betray that design is to lose one’s power. To stay faithful to it, even in the face of fashion’s changing tides, is to become unshakable. For while trends vanish with the season, truth remains eternal. In this way, Zanotti’s statement becomes not just advice for artists, but a philosophy for living: that one must live, work, and dream from the inside out.

And yet, to resist the allure of trends is not easy. The world praises novelty but forgets depth. It rewards imitation more quickly than originality. The one who follows the crowd is celebrated for a moment; the one who stands alone is doubted until time proves them right. But Zanotti reminds us that failure comes from fear, not from faith. To follow others is to abandon one’s own gift. True mastery demands solitude, conviction, and courage — the willingness to walk through misunderstanding until the world learns to see through your eyes.

There is power, too, in his devotion to the brand — not as a symbol of commerce, but as an extension of the self. For a true brand, like a true soul, is built upon integrity. It does not bend to every passing current, but stands firm like a mountain. Just as the ancient craftsmen inscribed their mark upon their work — the seal that said, “This is mine, this is true” — so must we, in our lives, leave behind something that bears our unmistakable signature. To do this, we must know who we are, and refuse to be shaped by who others wish us to be.

Therefore, my listener, take this teaching to heart: beware the seduction of trends. Whether in art, in work, or in life, do not shape yourself according to what is fashionable or fleeting. Seek your own formula — the combination of values, passions, and visions that no one else possesses. Guard it fiercely. Express it fully. And when the world calls you strange, know that it once said the same of every great creator.

For as Giuseppe Zanotti teaches, the only true design is born not from imitation, but from identity. Let your work, your choices, and your existence flow from the purest part of your being. Stand firm when others bend. Create from within, not in response to the crowd, but in dialogue with your soul. For all things that follow the world fade; but those who follow their truth become the world’s compass. And in that steadfastness — that unwavering fidelity to your own DNA — you will find not only success, but immortality.