Il corpo Cameleon; il corpo Storico; il corpo cittÃ, Polimoda

During the Pitti fashion fairs in Florence, January 11-14 2011, Polimoda is staging a video-photography exhibition of future fashion concepts by students in the Fashion Design and Fashion Marketing departments.

In the premises of the Dogana adjacent to the Fortezza da Basso in Florence stand nine 4-metre high canvases, representing the new ‘Fashion Totems’, as imagined by the students on the Fashion Design, Footwear and Accessories Design, Master in Advanced Fashion Design and Master in Fashion Footwear Design courses.

il corpo Terra & Detail; il corpo Universale, Polimoda

The totems, photographed by Ruggero Lupo Mengoni, become supernatural creations, with iconic names, such as the Spiritual Body, the Historical Body or the Jewellery Body.

“On a prestigious stage such as that of Pitti W,” comments Linda Loppa, Director of Polimoda, “we have proposed an innovative manner of presenting fashion through a visual experience which is triggered by the training activities currently carried out by Polimoda and goes on to trace out the lines of fashion development, identifying and suggesting contaminations, evolutions and new prospects. The space in which we have set up the fashion totems is conceived as a site of debate where, through Polimoda, an ever-changing range of subjects is brought up for discussion, combining proposals and appraisals of what fashion is today and where it might go in the future.”

“The styling of the totems was created by combining different objects and creations developed by the students, in a contamination of mood and creativity which together can deliver a key to the interpretation of the future fashion evolutions.”

il corpo Spirituale & Detail; il corpo Liquido, Polimoda

Ideas on the future come through in the video projects that complete the Polimoda installation, with eight monitors that showcase works entitled Totem: Reflections on the Future of Fashion, Mist Blow, Shoes…Bags…Shoes, Master Design Advanced, The Best of: Polimoda Fashion Show 2010 and Polimoda Photo Gallery.

Students from the Marketing Communication course present a video entitled Urban Fabric: A different language of Fashion Marketing Communication. The video takes famous architectural structures and prestigious monuments are reinvents them in new ’skins’; the Guggenheim museum in Bilbao designed by Frank Gehry is clothed in denim, while the Palazzo della Civiltà in Rome is covered in a Missoni-esque knit.

il corpo Gioiello; il corpo Tribu; il corpo Fauna, Polimoda

“Taken as a whole, the projects that we have proposed within Pitti W,” concludes Linda Loppa, represent above all an innovative showcase to present the work of our students, original and creative both in the sphere of design and in that of visual communication. In effect what is on show here are the dual cores of Polimoda, design and marketing, reflecting the two key and complementary components of the fashion system, for which our institute is in a position to offer a visionary training. It is these young people, the designers and the marketing and communication managers of tomorrow, that embody the real preview of the fashion of the future.”

Further details about the event are available on polimodamag.com, a new space where teachers, students and former students of the institute can make their voices heard, as well as a new way of talking about fashion.

Polimoda