How does a fashion brand stand out in the current oversaturated marketplace ?
It goes above and beyond the norm.
This season at Pitti Uomo 89 edition, designers did just that. Away from traditional trade show booths, sartorial presentations broke new grounds with alternative sets fusing astounding technology, innovative brand engagement and product display.
It was anything but a predictable fashion show. Instead, memorable performances and multi-sensory experiences are all of what brought clothing to life for the viewing pleasure of over 30,000 international visitors.
ADIDAS ORIGINALS X WHITE MOUNTAINEERING
Sissi Johnson attends Adidas Originals x White Mountaineering show in Florence, Jan 14, 2016 - Photo credit: Sarah Fielding
Showcasing at the historic Stazione Leopolda, Florence's first railway station, peaks at the dimly lit set were remarkable before the show had even begun. Yosuke Aizawa, the creative force behind Japanese brand White Mountaineering took Adidas Originals' codes to new heights.
Sitting under illuminated triangles, one of the many Adidas iconic logos, the audience surrounded a pyramid-shaped stage. Models emerged sporting athletic gear, making their way to a designated spot. Soon the triangles descended one by one, around each of them...
PITTI ITALICS X FEDERICO CURRADI
A native of Florence, Federico Curradi moved to the Big Apple in his early 20's.
With a portfolio including collaborations with top brands Roberto Cavalli and Dunhill, this season, he returned home to "Firenze" for the launch of his eponymous contemporary menswear at Pitti.
"Pollution and nature, craft and industry, corruption and morality: my first collection is derived from these themes," explained Curradi, whose set looked like a foggy lab.
WHO FATHERS YOUR THOUGHTS ? X ART COMES FIRST
Blending classic tailoring with a punk aesthetic, Sam Lambert and Shaka Maidoh, the globetrotting duo behind London-based label Art Comes First approached fall-winter 2016 as an ode to fatherhood.
The predominant use of a dark color palette and "Lai Lai", the title of the EP specially recorded for the project as well as an endearing name, are both references to the recent passing of Lambert's father who himself was a tailor.
Lovers of acronyms, the pair who also goes by Avec Ces Frères (ACF), broke down "LAI" as such : Love, Art, Influences (or inspiration) as well as Let All In.
Despite the rain, attendees enjoyed a live musical performance by Yaneva and The Hypnotic Brass Ensemble surrounded by a set of iconic photographs.
"They [The Hypnotic Brass Ensemble] also draw inspiration from their father, Jazz musician Sun Ra. Regardless of our different paths, we are all following in our fathers' footsteps," explained Maidoh.
Special thanks to Sarah Fielding