MSGM kicked off the first edition of Milan digital fashion week with a moving short movie portraying the spirit of the new generation of Italian boys and girls.
Directed by Luca Finotti and shot in several Milan locations, the film expresses a sense of freedom and joy, along with a message of inclusivity thanks a to a diverse casting. Showing iconic pieces of the MSGM men’s spring 2021 and women’s resort 2021 collections, the short movie is a spontaneous, uncomplicated celebration of freedom, love and friendship.
“I wanted the spirit of this project to be pure and refreshing as a glass of cold water in a hot summer day,” said MSGM creative director Massimo Giorgetti. “I think it’s all about freshness, lightness, love and optimism.”
Plan C’s short movie was a sensorial journey building up to the reveal of its spring 2021 collection.
Luca De Santis trained his camera on creative director Carolina Castiglioni in Engadin, in the Swiss Alps, where she spent the lockdown with her family. The connection between the inspiring landscape and her fetching spring collection was represented by splicing natural elements, and landscapes in the vein of Google Street’s 360-degree visual language, with fabrics in the collection as well as behind-the-scenes clips showing looks on a model.
The relaxing and arty mood of the video was accompanied by a voice-over saying, “I wrote about the home that is not a building, the sonic picture of a window, I wrote about a place where we have always been, a graduated place that changes just like the shape of a cloud.”
Miuccia Prada asked Terence Nance, Joanna Piotrowska, Martine Syms, Juergen Teller and Willy Vanderperre to interpret her women’s resort and men’s spring 2021 collections in a video shown on Tuesday during Milan digital fashion week.
Alberta Ferretti showed her love not only for Milan, but for all of Italy with a video that showcased the beauty and opulence of its squares and streets.
Images of models strutting down an imaginary catwalk were superimposed on footage of Venice’s San Marco square, Milan’s Galleria Vittorio Emanuele II and Rome’s Fountain of Trevi.
While her tribute to Italy was timely as the country gradually recovers from the pandemic, the video was a tad repetitive and the landmarks upstaged her rich resort lineup.
“I dream sometimes of a lighter world, where streets are covered with flowers and the cars have wings to fly in the sky.” That’s just one of the thoughts shared by designer Vivetta Ponti in the short clip that evoked the bucolic, nostalgic feel behind her resort 2021 collection. Directed by Luisa Pagani, it shows young girls donning delicate, floral printed frocks with ruffles playfully interacting outdoors as well as languidly posing doors.
For a brand accustomed to loud and eccentric presentations, Moschino played it safe with a no-frills video to unveil its men’s pre-collection. A model posed against vivid backdrops and contrasting geometric props sporting different looks rendered in graphic prints and polka-dots motifs. Close-ups on accessories and a rhythmic soundtrack set the tempo of the presentation.
With no shortage of razzmatazz or bombast, Philipp Plein’s video retraces the brand’s early days to its latest creative effort. Plein was the protagonist, wearing the collection himself in a futuristic lab replete with flashing robotic arms and projected grids on the designer as he mused on how to reimagine the lineup in the aftermath of the pandemic.
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