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Guest Nation starts a focus on China
June 12, 2019
Abstract : China plays the protagonist of Guest Nation project, promoted by Fondazione Pitti Immagine Discovery in collaboration with Shanghai Fashion Week.
MILAN, Jun 11 (Class Editori) – China plays the protagonist of Guest Nation project, promoted by Fondazione Pitti Immagine Discovery in collaboration with Shanghai Fashion Week. The event welcomes the participation of ten selected fashion talents, and is hosted in the evocative Grotte location, Fortezza da Basso.
The choice of directing attention toward Asia's innovation front wasn't a casual one. On the one hand, it follows suit the signing of the MoU for new commercial and creative collaborations between Italy and China; on the other, it celebrates the three-year agreement between Pitti Immagine and Shanghai Fashion Week.
Not only that: the project – organized by Labelhood in collaboration with V/Collective and powered by Tmall with the participation of Florentia Village, Gxg, Huili, Hong Mian, Neos and Ied-Istituto europeo di design – represents the perfect occasion for telling a ten-year-long story rather unknown to the Western fashion reality up until now.
Main actors of the event are 8on8, Danshan, Ffixxed studios, Percy Lau, Private policy, Samuel Guì Yang, Staffonly, The Flocks, Untitlab, and Pronounce fashion labels. The latest will also dominate the scene during a fashion show at the Dogana, introducting the "A Fresch Dig" collection together with some personal reworking – including a deconstructed version of the Converse Jack Purcell shoes.
"The Guest Nation project is one of Fondazione Pitti Immagine Discovery's main initiatives, meant to explore the new, highly-creative realities characterizing today's fashion scene," said Lapo Cianchi, General Secretary of the Foundation and Communication and Special Events Director for Pitti Immagine. "When it comes to experimentation, China has come to be one of fashion's most prolific and dynamic global territories. Guest Nation China will be a multi-sided initiative and an art-and-fashion experience rich in inspiration cues. The photographic exhibition by someone as well-known as Leslie Zhang and the fashion show-special event by Pronounce – famous for its participation in Florence, as well as for its unique fashion style – are all things contributing to the initiative's success. It will be the first time that an innovative Chinese brand will be walking down the catwalk of Pitti Uomo".
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