TRY ITS
July 24, 2007
| We're sure that most of you know what PITTI is. Among the many other fairs they organise during the year, they are also responsible for one of the most important fashion fairs in the world, PITTI UOMO in Florence, a real must for all brands, buyers and the press: everyone is there, and putting the business aspect aside, the exhibition set ups are true art installations, a real feast for the eye.
Our collaboration with PITTI started several months ago with the creation of the PITTI IMMAGINE PHOTO AWARD. They wanted to be involved in ITS and embrace our support philosophy, and together we developed the prize: two finalists from the ITS#PHOTO competition would have been selected to shoot the advertisement campaigns of Touch, Neozone and Cloudnine, the new PITTI womenswear fairs in Milan held in September and February. ITS#SIX is now over and the winners of the award have been chosen: they are MARIA GIULIA GIORGIANI and JING QUEK. Maria Giulia has been selected for the September '07 ad campaign, while Jing Quek will be shooting the February '08 one. Their photos will not only be used for posters, they will be used on all of the printed material developed for the fairs and will be seen by all the buyers and press people that PITTI gathers from all over the world. In the catalogue for the fairs there will be a detachable booklet containing exclusively the works of Maria Giulia (September catalogue) and Jing (February catalogue) with all of their contact info. This is really great visibility for them, which could bring lots of interesting contacts for the future. It is also precious work experience with a giant of the field: in the fashion world, whenever you say PITTI everyone knows what you're talking about...But our collaboration with PITTI does not end there! |
 On Thursday 12 July, when all the fashion finalists arrived, if you walked in the backstage where collections are taken out of luggages, ironed and handed in to the fashion show staff, you would have seen three people walking around together with Barbara and talking with a selected number of finalists. As if out of context, they would present themselves, sit down with them at a table and talk about their work and their collection. Then, they would explain to them in detail what was happening: ITS is going to have an exhibition space at PITTI!! The PITTI people are always very attentive to what is happening and to what's new. They wanted to show the guests of their fairs something that has not ever been seen at PITTI, something purely focused on creativity, which is not so common for a fair (since its main objective is, besides communication, to gather the most important buyers and do business). When they met us, they realised that we were the perfect place to find the freshest and newest expressions of creativity in the fashion world and together we developed the "TRY ITS" project: a number of fashion finalists will be exhibiting their ITS collection at the PITTI fairs in Milan! |
 |
|
Exhibition set ups, as we pointed out before, are always fantastic at PITTI and are one of the reasons why everyone wants to be there. They generally work with contemporary artists who develop a theme and create the installations from that. For "TRY ITS" they are working with contemporary artist Luca Trevisani (you can read his biography and see his work by logging onto his own website: www.lucatrevisani.com), who was among the three people from PITTI roaming around in the backstage area on Thursday 12 July... Luca Trevisani read all of the concepts of the fashion finalists who were selected for this project and met them in person to talk with them about their work. He will then develop a main theme which will characterise the whole exhibition and customise it as much as possible to every finalists' work. We are really looking forward to it! It is yet another step forward in supporting our finalists: those selected for this project will have the chance to show their work to the most important buyers and establish new contacts. And it will be huge opportunity for visibility! |
 |
|
The dates of Touch, Neozone and Cloudnine are 27-30 September 2007. Keep an eye out for it! ITS#SIX photo finalists have shot the advertising images, and ITS#SIX fashion finalists will be showing their work there! |
