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PITTI UOMO 94: FANATIC FEELING – FASHION PLAYS FOOTBALL

FOOTBALL AND FASHION ARE A PERFECT DUO, CONFIRMS PITTI UOMO 94

With the football World Cup coming up, Fondazione Pitti Discovery, on the occasion of Pitti Uomo 94, organized an exhibition that tells the story that links fashion and football. From 12 to 15 June 2018, in fact, in the Santa Maria Novella complex in Florence, FANATIC FEELING – Fashion Plays Football will highlight the close connection between fashion and football. Curators of the exhibition are Markus Ebner – founder of the German fashion magazine Sepp Football Fashion and Achtung Mode – and Francesco Bonami, contemporary art critic. A striking example of the partnership between football and fashion biz is the line signed in 2011 by Versace for Italian football club, Inter. Juventus striker Paulo Dybala paraded on the catwalk wearing a Dolce & Gabbana look. In Great Britain, David Beckham is a true style icon, acclaimed by various labels that hire him as a face for their fashion house. For Belstaff, for example, Peter Lindberg embodied the role of stylist and protagonist for the press campaign signed with him. But at Pitti Uomo 94 the real protagonists will be the sketches by Karl Lagerfeld and Hiroshi Tanabe, some of the contemporary fashion illustrators.The drawings shown in FANATIC FEELING – Fashion Plays Football portrays famous football players, also offering a rich representation of the Sepp Football Fashion archives, from 2002 to 2018.

Mame Pitti
HIROSHI TANABE’S ILLUSTRATION OF DAVID BECKHAM.

THE PROTAGONISTS CHOSEN BY FRANCESCO BONAMI, ARE: KAKÀ, EDISON CAVANI, JÉRÔME BOATENG AND MESUT ÖZIL.

It will also be screen “A 21st century portrait”, the documentary film about Zinédine Zidane made by Douglas Gordon and Philippe Parreno. For Pitti Uomo 94, FANATIC FEELINGS will commission exclusive photographic and design projects, and will retrace the life of football icons such as George Best, Eric Cantona or Gigi Meroni, true fashion enthusiasts, among the forerunners of the close relationship between football and costume.

Still, in the exhibition path, a special Street Style section will feature characters like David Beckham, Neymar and Franck Ribéry and their daywear.Within the FANATIC FEELINGS there will also be AZZURRA, a project room edited by the magazine Eleven and dedicated to the celebration of history, elegance, tradition and values ​​of Italian football, at a time that also marks the restart of the football system in the 120th anniversary of the FIGC – Federazione Italiana Giuoco Calcio. Unique images, videos, interviews and cult objects that have indelibly marked the history of the blue shirt.And again, the exhibition will retrace through some photographs #YOOXSOCCERCOUTURE: a special YOOX project, developed in partnership with SEPP, which brought together for the World Cup and European Championships in recent years, a team of international designers for an exclusive capsule sweatshirts and t-shirts inspired by their countries. The edition of #YOOXSOCCERCOUTURE, created for the upcoming Russia 2018 World Cup, will be presented in a special pop-up store.

Moreover, in the days of the exhibition, a FANATIC BAR will also open to the public: a sport bar-style atmosphere – with football team pennants and photographs of famous champions on the walls – an exceptional bartender, Charles Schumann , will prepare special cocktails with his inimitable signature that has made him a style icon.

COMMENTS.

“Fanatic Feelings is the third episode of the three-year collaboration program between the Pitti Immagine Discovery Foundation and the Palazzo Pitti Museum of Fashion and Costume. – says Andrea Cavicchi, president of the Center and Pitti Discovery Foundation – With Eike Schmidt, director of the Uffizi Galleries, we share the idea of ​​a Fashion Museum widespread in the city and this is why, together with the curators, this time we chose thanks to the City of Florence, a space different from Palazzo Pitti but equally of great charm, like the complex of Santa Maria Novella. With the projects of the Foundation we want to contribute to making the Fashion Museum an international brand, not just investing in its physical location”.

“Men’s fashion is going through a moment of great mix between the world of tailoring, sport, active and street wear. The idea of ​​a Football Fashion as an expression of personal style will manifest itself more and more in the future. So why not wear the shirt of our favorite team under a sartorial suit? The exhibition will shed light on this subject”, says Markus Ebner, one of the protagonists of the link between fashion and football since 2002.

“Fanatic Feelings will focus on the expressive immediacy and on the strongly emotional aspect that fashion and football share.” – says Francesco Bonami, curator of the exhibition – “While the fashion show compresses in a few moments the vision of an entire season, the soccer field develops a different sense of time, dilating it throughout the championship.”

“Pitti Discovery has often investigated the relationships that link fashion to phenomena of contemporary costume – says Lapo Cianchi, General Secretary of the Foundation – and sport, especially football, had long been in our reflections. Now, with the world championship in Russia that will open just during Pitti Uomo, we have the right opportunity to develop a project that wants to be at the same time cultured, popular and glamorous”.

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