The Greatest is a luxury menswear magazine with a bi annual publication rate. It’s large, sleek and modern, with pages that are textured and thick, a new trend which differentiates the pioneers to the classic glossies out there. The saturated colours of the image give a contemporary yet vintage feel which is a welcome divergence from those uber bright uber glossy magazines out there today. Matteo Greco, founder and editor in chief of The Greatest gives us an insight into his creation.

 The seduction of paper. Why has your menswear magazine have such an imperative title: The Greatest?
More then imperative I would say epic. The work we put in for the first issue was indeed epic. It was a new experience for everyone: you don’t set up a magazine everyday. Between the many problems, and issues to resolve, the name had to be The Greatest. We wanted to create an epic sense, one of strength for the people who approach the magazine for the first time.

 What’s your viewpoint on men’s style? Can you summarize it in a few words?
My viewpoint is based on what I like to see and what I like to create. I like that a young man doesn’t forget the small details which denote class and elegance. As always, the details make the difference: starting from an important watch, or to how the tie is knotted or whether the cuff of the shirt pops out from underneath the blazer sleeve. These are elegant details that make a classy man refined and appropriate.

 In recent years, styling and image seem to have won over design. Are the stylists the new designers?
To ensure the best results it’s better to work with four hands: two of the stylist and two of the designer. Designers have to carry on creating and us stylist to interpret. I love this job because many of us might be shooting the same garment, but each one of us, depending on their background and their own taste, interpret, creating different images with the same pieces. I think it’s a game for two, us stylists could not work without designers, and their job would be much harder without us...

 Simone Nobili wearing Dolce&Gabbana for a 100% Italian cover on the first issue of The Greatest. Why do you think “Italians do it better”?
I have patriotic not nationalistic sentiment. I love the country I was born in and in which I live and hope to keep working in. Ours is a country with many problems, especially when it comes to the younger generation. We think that abroad everything is better, the cities are more beautiful, its much cooler to spend your holidays on foreign beaches, and so on. In reality, we are devaluing our own country as it has so many things to offer, but we’re unable to see it. Well, back to fashion, I have noted that in the last few years, the foreign designers have become very good at doing things which are actually more at home in Italy. The Made in Italy concept, the fabrics, shoes and our own magazines need to school the rest of the world. It’s the way it should be. So yes, I admit that Italians do it better, probably, actually for sure, perhaps not in politics, but what we do in fashion makes us proud.
(GF)
Credits: The Greatest

Photography: Giuseppe Gasparin
Fashion Edito:r Elisa Anastasino
Model: Simone Nobili in Dolce&Gabbana SS12