At the last Pitti 92, we loved so much last Italia Independent collection. Let’s explain why.
The brand founded by Lapo Elkann, artistic director, celebrates 10 years. It’s not such a small time for a brand that has always been considered young and outsider: that allows you to have a past (a story, then) a present and a future.
The slogans of the collection could not be better known: ‘No future without a past‘ and ‘Italian Renaissance’. And if the first motto is very well linked to the ten-year life that can now affirm to have an hisotry and drawn from its, the Italian Renaissance claim is a motif that every Italian feels in some way its own.
There is a great desire to see a Renaissance for this country, after 10 years of crisis, of personal and collective mistakes. There is a desire for a cCountry that finally succeeds in valorising all the beauty, its uniqueness in the world, its traditions and its abilities. There is a desire to relaunch here and in the world. I think in the heart of every Italian.
This concept is translated in a profound but immediate way with a phrase that is more effective in the way it’s written thanks to a typically rock metal font on t-shirts, hoodies and caps of the new collection.
Alongside this concept, there are other garments who are part of the Zen caspule. Zen is not a religion or a philosophy, but a methodology of spirit, conscience and mind that can be adopted by anyone, anywhere and anytime.
The Zen is a straightforward, direct and concrete way that brings us back to reality, “here and now.” Through the Zen Way, anyone can overcome the conditioning and attachment behind which reality is hidden and can immerse himslef in life moment after moment, to discover the Absolute Truth and to live it freely and creatively.
Another reason why we liked so much the collection of the decade of Italia Independent is the eyewear collection, that has always been MUST and the driving force behind the brand: in an area where almost everything looks already done and where creativity is compressed in a frame, the Italian brand always has the ability to create pieces characterize by a mix of originality, freshness and design for a product that incorporates tradition and innovation.
We discover new shapes and colors, in the material that distinguishes the brand: a special unmistakable ‘velvety’ that cover the surface of many frames, besides metal part.
Enjoy photos and some color combinations, offered at the stand.
Official site: www.italiaindependent.com
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