The stars of the Alternative Sets: Camo (Stefano Ughetti)

Fashion / Design / Graphics / Performance By Stefano Guerrini
What brings you back to Pitti? What is your link with this fair and why is it important?
We first took part in Pitti four years ago with our debut in the “New Beats” section, after several seasons in the splendid “Touch!” pavilion we decided to make a small “leap” of quality, moving to Futuro Maschile. We will also feature during the Alternative Sets with a performance showing the season’s new ideas. Pitti Immagine has always been one of the most important fairs of them all for us. It is also thanks to this important showcase that we have had the chance to evolve over the years.
Can you briefly tell us about the collection that you will be presenting at the 84th Pitti Immagine Uomo? 
The new summer collection draws inspiration from Burcina park on Pollone hill in the province of Biella. The characteristic colours of this collection are: the green of the leaves and grass, the pink, yellow and blue of the various shades of flowers and the grey of the stones and pebbles. The garden, seen as a metaphor of life, calls for constant care and attention; this is the only way to preserve it long term and ensure it keeps all its appeal. The collection uses lots of cottons thanks to careful selection of Massawa fabrics. The use of garment dying is introduced for soft cottons. The fit is the same as previous collections, but with a more modern touch. The garments that stand out the most are the Tees in cotton yarn, even in bright colours like yellow, fuchsia, green and blue and shorts.
Without revealing too much, what will your Alternative Set be like?
To represent the new s/s 2014 Camo Garden Collection, “our” models will occupy the central piazzetta, in a casual yet orderly arrangement as if they were in a garden. This will also be possible thanks to collaboration between Camo and Segno Italiano, with a Tripolina chair for use by each model. The performance will last the usual 10 minutes.