This edition of the Pitti tradeshow will probably be remembered as one of the worst ones for what regarded fresh ideas or strong and memorable events.
Yet, at the same time, it will also be remembered as the first edition in which the film and fashion connection was timidly introduced to the Pitti audiences.
Gareth Pugh unveiled on Thursday night a new video by Ruth Hogben (more about it later...), while Andrea Incontri - winner at last season's Pitti of the “Who Is On Next?” competition - presented his new line at the beautiful Cinema Odeon, just around the corner from Florence's Palazzo Strozzi, with a stylish film by Yuri Ancarani.
Entitled “Waiting Room” and shot in Milan, the film followed different characters as they waited for someone or something to happen.
Stuck in a road block, sitting on a bench, nervously pacing a room or simply standing at a gate lost in their thoughts, the characters found themselves surrounded by their accessories - bags, cases and wallets - that turned into the silent companions of their travels and their journey through life.
After the film, male and female models of different ages - among them actors, dancers and artists - walked into the cinema in tweed, micro-bouclé and herringbone trousers, jackets and skirts, carrying Andrea Incontri's natural and macro-printed buffalo leather or waxed calf leather accessories.
Opening the bags, searching for mysterious lost objects like a set of keys or a mobile phone, or reproducing simple everyday gestures, the models also presented the audience Incontri's capsule collection of small accessories such as belts that, anchored to the clothes, can change and transform a garment.
As a whole the presentation was rather refreshing and it was good to see models walking in an actual cinema rather than just looking at them on a runway.
The main themes of the film - the passing of time, long waits and change - were also well tackled, while Milan was presented as a fragmented city, broken into different stories.
There was one main problem with the film, though: at times the camera lingered a bit too much on the designer's logo (AI_).
The unnecessary close ups turned the film into a sort of advert and disrupted the poetical relationships that had been established between objects and thoughts.
Well-done to Incontri though for bringing a catwalk show into an actual cinema.
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