Generali established in 2015 the “Generali Future Award” with the aim to ensure that one designer from ITS would have the proper support to grow entrepreneurial wings. There is a point in the career of these talented designers in which creativity by itself is not enough. They have to develop a feeling for the business side of their profession.

In 2015 the award was assigned to Aitor Throup.
The 2016 winner Justin Smith was chosen among the 550 finalists represented in the ITS Creative Archive by a committee including Simone Bemporad (Generali Group Director of Communications and Public Affairs), Barbara Franchin (ITS Director), Simone Marchetti (Fashion Editor D.Repubblica.it, La Repubblica, Repubblica.it), Angelo Flaccavento (Indipendent Fashion Critic and Curator) and Sara Maino (Senior editor of Vogue Italia and Vogue Talents).

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