<http://schema.org/articleBody>
"   Photo: Giulia Donnini  It was sunny in New York yesterday, which was perfectly suited to Improvd designer Valentino Vettori&amp;#039;s effervescent personality. The designer presented his Fall collection this morning with breakfast fare, some high-tech equipment, and a sense of enthusiasm that cheerfully contrasts his accessible avant-garde offerings. Taking place in his spanking new Meatpacking District boutique the Italian transplant (he moved here in &amp;#039;99 to launch Diesel in the States), spoke about the art of careful perception in today&amp;#039;s world of fast flying information. &amp;quot;We must spend time looking at the detail and presentation of things, usually our assumptions about something within the first thirty seconds are wrong.&amp;quot; To further emphasize his point, Vettori&amp;#039;s outfitted his store with artistic video installations, including one that chronicles a floral arrangement&amp;#039;s slow decline in beauty over a month-long span. &amp;quot;If you come back in five minutes, you won&amp;#039;t see the same thing\u2014I feel like that represents my clothing,&amp;quot; he said. Vettori&amp;#039;s fall collection is choc-full of strong outerwear pieces that are intelligently structured to emphasize the female form. Intricate top-stitched leather jackets, draped shawl collar wool coats, and fine popcorn knit toppers are where his technical skills shined. His relatively complicated designs are remarkably well priced (leather jackets retail for about $650), so its no wonder Improvd is poised for national domination. Vettori is planning to open another three stores this year including a second New York outpost that would act as his `Maison&amp;#039;. While standing amongst holograms of models wearing his newest designs, Vettori spoke of his excitement for the new Whitney Museum to open diagonally from his store. Seeing that its not scheduled to open its doors until 2015 it seems that Vettori views life through a wide lens, one that sees Improvd as a strong contender in the fashion-sphere for years to come. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.elle.com/fashion/news/a5781/improvd-thinks-big-far-in-advance-15062/>