Creativity alone is rarely enough to build something that lasts.
Today’s creative industries demand far more than talent — they require entrepreneurship, strategic thinking, meaningful collaborations and the ability to create value across different worlds.
In this conversation with MCSC Group, Sofia Gilardi shares her perspective on building brands with purpose, why discipline matters more than talent, how fashion can inspire the sports industry, and why the strongest opportunities are often created through genuine relationships rather than traditional career paths.
— Sofia, you move between fashion, entrepreneurship and creative strategy. Do you see these worlds becoming increasingly interconnected?
— I believe they already are. The fashion industry specifically is extremely saturated so it is essential to find ways and strategies to diversify and get to our personal goals in new and diverse ways. Personally speaking, I come from an entrepreneurial heavy background so ever since I was little I knew it was going to be a part of my path. Growing up and having started working in the industry I would even say it is inevitable that all three go hand in hand. Rarely people actually financially benefit from solely working in fashion, so it is about putting together all the tools you have to keep on pursuing your passion while trying to identify a market need, mobilise resources, and take on financial and personal risks to design, launch, and manage a new business venture which will increase your chance of actually leaving a dent on the industry.
— You created the brand Kaiross while still studying. What made you decide to build something of your own instead of following a more traditional path?
— I quickly realised that it is not mandatory to follow a traditional path. There isn’t only one singular path to success. I’ve always believed the best way to learn and gain experience is by actually doing. You can sit behind text books all your life and have excellent knowledge but there are certain things that you can only learn while being completely immersed in the situation. Creative or quick problem solving is one of them. You need to be in certain conditions to evolve and that is not taught in books or in a classroom. Although in order to get there you still need to be fully conscious of what you are doing and not take anything for granted. Academic learning is still essential in the development of any business but you should have the courage of transforming and actually putting in action what you learn, which many people are scared of doing.
— Many people see creativity and business as opposites. What has your experience taught you?
— In order to achieve positive outcomes it is important to switch point of views and secure every possible opportunity. That in itself is creative thinking and projection. There wouldn’t be things such as problem solving without creativity. It is essential to combine both creativity, structure and consistency. When people assume they are not creative, I would even say they are wrong. To my mind, everyone is, it is just a matter of accepting it and empowering that side of their intellect. You would be surprised to know that the most successful business men and women are actually incredible creatives. In the same way creativity helps in business, a good understanding of business is essential to succeed in a creative universe. Strategy in a creative industry leads to longevity. In our faced paced and low attention span world I would dare to add some luck into the equation.
— If we talk about creating bridges between fashion, sport, music and culture. Why do these intersections matter today?
— I would say they matter because all three of these domains, fashion, sport and music and entertainment capitalise on us as a society, in terms of behaviours, trends or even geopolitical situations to innovate or entertain, it is what keeps them alive, and they create culture. In a world like today’s it is more important than ever to keep interpersonal relationships alive, so creating bridges between these universes allows for new conversations and connections. I find it of upmost importance to use all the resources we have to act as social glue within communities. These bridges we can build facilitate connections, establish trust, and build routines that make people feel valued and unified. Lastly, I believe these industries have a lot to learn and share one with each other.
— In your opinion, what makes a collaboration meaningful rather than just visible?
— From experience a few key points transform the impact on the consumers from just plain simple visibility and pure meaningfulness. First of all meaning is not only defined by importance but by purpose, value, efficacy and self-worth. Remembering my collaboration between my brand Kaiross, and Monaco Aide et Présence that resulted in the construction of a classroom in a school in Ethiopia, I would say the intention behind the collaboration is important to pin point and should always be communicated clearly.
Genuineity too, since we are constantly stimulated by new information it may seem hard to identify real genuineity from insincere lucrative schemes but I think if the actors of the collaborations believe their doing is genuine then that turns out pretty clear to the consumers.
The impact beyond sales should also be kept in mind by both parties. Finally the lessons that we learn from these collaborations, both from the point of view of the owner and the consumer is what makes the whole process that much more purposeful. It should be an exchange, not only a matter of receiving.
— Name a collaboration between a public person and a brand that inspires you the most. Why?
— Cafe society in Mexico and Alexandra Leclerc’s charity, Corazones Unidos, is one that comes to my mind quite often.
The Mexicain café chain launched a special edition drink in her image and a portion of the proceeds was dedicated to supporting educational programs in Mexico.
This collaboration lasted for a total of 3 months, from November 2025 to January 2026.
The entirety of the campaign was a major viral hit, and it both helped shaping her image as an influential woman and creator. By consequence It inspires me because it shows that certain collaborations go beyond the marketing realm and are able to create meaningful social impact. I also truly admire how Alexandra used her growing influence, proving that a strong personal brand can also become a catalyst for positive change.
She managed to take advantage of her online presence and upcoming relevance for a good cause.
— Working with emerging talent or a creator, what challenges do you think young creatives face most today?
— Visibility and freshness are the first two things that come to mind. In such a saturated digital landscape, as mentioned previously, everyone tries to differentiate their practice from one another yet this causes auto elimination, because by doing so it becomes incredibly hard staying true to oneself, forming a piercing identity of our own and actually standing out.
Another issue is industry networks and work opportunities. Many think that in a creative field like fashion, the key to success is attending a renowned university, and despite attending one myself, I can assure you that tying your name to a bigger institution will slowly but surely make sure that anything you reach won’t fully be yours in the end. Networking and solid network-based mentorship is what is truly going to help. Many times these past few years I’ve reached certain goals just by networking and creating new bonds which allowed for meaningful collaborations. Get yourself out there and don’t be scared of things not working out, success isn’t a smooth straight slope, see it more as a staircase where each step is a lesson learnt or a small goal accomplished.
— We often talk about performance in sport — but what does performance mean in creative industries?
— Drive and Consistency. We have to remember that the final outcome isn’t all that matters. It is mostly about that path you choose to follow or create. Performance in my experience is being able to create, manage, connect with an audience and create lasting cultural value and in the meantime not get distracted or absorbed in something else. It’s prioritise and giving your all to your practice when you need to, It’s being able to look at other people’s work and not negatively compare or get lost in comparison but it is also not over celebrating accomplishments, realising you are on the right way but never step over the line of respect and become arrogant. Just like when speaking finance people mention the quote “money comes fast, money goes fast”, success needs to be watered like a plant you are taking care of.
— Brand building has become increasingly important for athletes and public figures. What can the sports world learn from fashion?
— That, against common beliefs, it is not closed off to a certain elite, it is just a matter of how a concept is communicated. I believe the sports industry can learn from fashion that successful brands are built through storytelling, a strong visual identity, and authenticity not only work related performance. Fashion understands how to create a lasting emotional connection through consistent imagery, values, and collaborations, and athletes can do the same by sharing their personalities, interests, and purpose beyond their achievements. By doing so, people will feel a more tailored and distinct connection to them which will then allow them to build a legacy that extends beyond their sporting career and remain culturally relevant long after they leave competition. This also ensures a secure future even post-career, which for many years has been difficult to maintain and entertain.
— You are building your career internationally from an early stage. What role do relationships and networks play in creating opportunities?
— As my father always taught me, an important factor to remember all throughout life are contacts. The subtle detail is to not only view new encounters as work opportunities. I would suggest taking on that task naturally, not forcing it and not seeing someone as just a vessel of opportunity, of course it is important to identify values and positive sides within a person but I found that my most interesting interactions and opportunities have come from meaningful conversations rather than a B to C dynamic. Try stirring away from the alienating “how can this person serve me?”and instead ask yourself what can you learn from that person. Trust and reliability are essential factors to keep in mind when networking and trying to build long lasting bonds instead of fragile and superficial ones.
— If you had to choose one thing that creates long-term value — talent, discipline, creativity or community — what would it be and why?
— If I had to choose just one, I would definitely choose discipline.
Talent for sure gives you a head start, but not a guarantee. Creativity allows you to generate original ideas, but ideas only become valuable when they’re developed. Community can amplify your work, but it’s difficult to build and sustain without consistently showing up.
Discipline is what leads over time. It turns talent into expertise, creativity into finished work through execution, and relationships into lasting connections through reliability. It’s the trait that continues to create value even when motivation disappears or circumstances become more and more difficult.
Long term value is rarely the result of a single brilliant moment. It comes from hundreds or thousands of small, consistent actions that accumulate into something truly significant.
In my experience, discipline is what allows the other three, talent creativity and community to reach their full potential.