At Pitti Uomo 81, the Fondazione Pitti Discovery will proudly present the second edition of VESTIRSI DA UOMO [Dress like a Man], the special project devoted to the new contemporary classic look with a focus on new generation masculine elegance. It is a strong trend in today’s men’s fashions that Pitti Uomo captures fully and Pitti Discovery will feature it in an originally scripted event-performance.
The stars will be clothes and collections from a group of very different and distinct Italian and international firms that express this new fashion concept through a product that can consistently combine artisan tailoring, styling, innovative materials and details with concreteness.
Art director Marc Ascoli will stage this edition. Mr. Ascoli has created some of the most powerful and memorable images of fashion: he began working with Yohji Yamamoto in 1984 and then worked with Jil Sander, Cerruti, Chloé, Hugo Boss and Martine Sitbon. During his career he has worked with photographers such as Nick Knight, Peter Saville, Mario Testino, Paolo Roversi, and Stephane Sednaoui, and he is always on the lookout to discover young, unknown talents such as the photographer team of Mert Alas and Marcus Piggot – to launch them on the international stage.
“It will be like a game,” says Marc Ascoli, “a game between real and surreal, between the real garment and the imagery it evokes: exuberant, filled with energy, fanciful, dreamlike and visionary. I decided to work on this project with Polimoda students because they, the new generation with eyes that are not clouded by stereotypes, can interpret this dichotomy between the tangible and the imaginary and move beyond the static appearance of things.”
There will be two performances of Dress Like a Man during Pitti Uomo: Thursday 12 January – in the magnificent, recently reopened Villa Favard, where Polimoda, International Institute of Fashion Design & Marketing, has its new premises.