Milan, the capital of Italian fashion, has reopened its doors, despite the difficult time, at Fashion Week offering the program almost entirely online with fashion shows on the official website, on social networks of the fashion brands, or on giant screens installed in various strategic points of the city. Technological innovation, communication and fashion, with the common desire to start over by focusing on beauty with attention to the territory, art and culture. The world of Italian culture and art, in all its expressions, has never felt the need to unite and collaborate as in this moment in order to stand up and show all over the world its beauty in its peculiarities, in the awareness that no one can leave alone. From this need Dalia Gallico, scientific director of Artlab (Laboratory of visual communication of exhibitions at Palazzo Reale), oversaw the project “Innovation & Beauty in the contemporary”, born from the collaboration between Palazzo Reale and the Italian fashion brand “Genny”. The maison thus had the privilege of filming its own show inside the iconic rooms of Palazzo Reale in Milan, the heart of the city. Iconic place capable of creating a strong connection between 900 years of history and the future; from the internal courtyard of the building through the magnificent steps of Piermarini, from the Rooms of the Tapestries to the Rooms of the Columns, up to the original Rooms of the Caryatids, passing through the exhibitions highlighting the masterpieces of female portraits. The "cinema" video fashion show, from the container to the content, is a new way to promote our country abroad, showing once again the Italian creative and entrepreneurial ability to promote art, culture and fashion in a mutual enhancement game, thanks to synergy of private and public forces that united can spread Made in Italy. For luxury designers, digital presentation raises an additional challenge, but at the same time offers the opportunity to reach a new, certainly wider audience. For all indifferently the impediments determined force them to explore new ways of showing the collections. Jonathan Anderson presented his collection with 12 minutes filmed behind his office desk, during which he explained the inspiration for his creations, showing illustrations to the camera. Dolce & Gabbana even did it on the Humanitas Hospital campus. The Piccolo Teatro di Milano, a closed space (like other cultural places) due to the containment regulations of Covid-19, becomes the stage for Maison Valentino. It is clearly a tribute to the city of Milan and its cultural landscape. As well as the Armani Privé collection, presented with a concise, light and punctual video shot in the magnificent frescoed halls of Palazzo Orsini - home of the brand - is a perfect example of this new more responsible course. In the darkest moments of the health emergency, Giorgio Armani has repeatedly taken the floor, reiterating that crises are also magnificent opportunities. In his case, it was not only the opportunity to give back, to the country as well as to the city, through productive reconversions and generous donations, but also the opportunity to rethink the business following a mantra that everyone should adopt: "less but better". An invitation also to other sectors of contemporary life to collaborate with each other and to overcome particularities for the common good, because only united humanity will be able to emerge from this terrible pandemic stronger but above all richer in authentic values. Conclusions with parallelism examples of contamination between Art, Fashion and digital video. Union of forces, restart and positivity of which all of us now, and the Made in Italy that has always characterized us, feel more than ever strong and alive!
Innovation and beauty in the contemporary world
gallico
2021-01-01
Abstract
Milan, the capital of Italian fashion, has reopened its doors, despite the difficult time, at Fashion Week offering the program almost entirely online with fashion shows on the official website, on social networks of the fashion brands, or on giant screens installed in various strategic points of the city. Technological innovation, communication and fashion, with the common desire to start over by focusing on beauty with attention to the territory, art and culture. The world of Italian culture and art, in all its expressions, has never felt the need to unite and collaborate as in this moment in order to stand up and show all over the world its beauty in its peculiarities, in the awareness that no one can leave alone. From this need Dalia Gallico, scientific director of Artlab (Laboratory of visual communication of exhibitions at Palazzo Reale), oversaw the project “Innovation & Beauty in the contemporary”, born from the collaboration between Palazzo Reale and the Italian fashion brand “Genny”. The maison thus had the privilege of filming its own show inside the iconic rooms of Palazzo Reale in Milan, the heart of the city. Iconic place capable of creating a strong connection between 900 years of history and the future; from the internal courtyard of the building through the magnificent steps of Piermarini, from the Rooms of the Tapestries to the Rooms of the Columns, up to the original Rooms of the Caryatids, passing through the exhibitions highlighting the masterpieces of female portraits. The "cinema" video fashion show, from the container to the content, is a new way to promote our country abroad, showing once again the Italian creative and entrepreneurial ability to promote art, culture and fashion in a mutual enhancement game, thanks to synergy of private and public forces that united can spread Made in Italy. For luxury designers, digital presentation raises an additional challenge, but at the same time offers the opportunity to reach a new, certainly wider audience. For all indifferently the impediments determined force them to explore new ways of showing the collections. Jonathan Anderson presented his collection with 12 minutes filmed behind his office desk, during which he explained the inspiration for his creations, showing illustrations to the camera. Dolce & Gabbana even did it on the Humanitas Hospital campus. The Piccolo Teatro di Milano, a closed space (like other cultural places) due to the containment regulations of Covid-19, becomes the stage for Maison Valentino. It is clearly a tribute to the city of Milan and its cultural landscape. As well as the Armani Privé collection, presented with a concise, light and punctual video shot in the magnificent frescoed halls of Palazzo Orsini - home of the brand - is a perfect example of this new more responsible course. In the darkest moments of the health emergency, Giorgio Armani has repeatedly taken the floor, reiterating that crises are also magnificent opportunities. In his case, it was not only the opportunity to give back, to the country as well as to the city, through productive reconversions and generous donations, but also the opportunity to rethink the business following a mantra that everyone should adopt: "less but better". An invitation also to other sectors of contemporary life to collaborate with each other and to overcome particularities for the common good, because only united humanity will be able to emerge from this terrible pandemic stronger but above all richer in authentic values. Conclusions with parallelism examples of contamination between Art, Fashion and digital video. Union of forces, restart and positivity of which all of us now, and the Made in Italy that has always characterized us, feel more than ever strong and alive!I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
