THIS IS A FASHION WEEK, NOT A FASHION WEAK!

Quick report from Pitti Uomo 13.01.2011. A very good affluence of international trend searchers and buyers who were making orders already at 10am. Dominant trends: upper casual, extreme quality, brand new old. A satisfying balance between traditional Made in Italy and young updated brands, well symbolized by 10A (www.10A.it). Polimoda totems set in the Pitti Woman building raised a common interest around a new way to conceive and represent fashion. Among the visitors: Suzy Menkes (International Heral Tribune).For detailed information and pictures of the totems: http://www.polimodamag.com/danilo-totem-2-1007/

At 10pm, the Gareth Pugh show in the complex of Orsanmichele church. A mix of religious symbolism and synthetic avant-garde. The collection was shown through the almost habitual video, this time projected on the ceiling of the building. The audience was looking upwards like praying a drag king god. An evident manipulated metaphor of the Florentine Renaissance (see picture attached). The content was looking apparently softened, less gothic, but transitional, according to the opinion of someone in the public, in evolution towards the place sadly left by Alexander McQueen. So, softened but deepened and matured. The way out was looking infinite, the public was passing through similar rooms downwards, like if the Pugh’s message was: you will difficultly liberate of my design and me. Simply amazing. Beyond the business factors, Pitti has been a positive experience for the strong creative energy, a pleasant taste that seemed to be lost in the industry. Maybe we can now stop refusing fashion and start re-fusing it. Cheers. Danilo Venturi.