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Culture
Behind the Collection

Spring Summer 2017

IMG_5406Six months spent analysing the most important international magazines and studying fashion trend reports, and over 60 people involved, including editorial staff, designers, hairstylists, technicians, and models. The Italian Touch #21 began in September 2016 with the first meetings of the editorial staff and preparatory meetings between the Hair Team directed by Mauro Galzignato and Kemon marketing, and it grew and developed over the following months leading up to the four-day photo shoot in the Lambrate district of Milan.

―More aesthetics, more ethics

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A publishing product does not need too many presentations; it is enough to browse through it to get an idea. Thus, The Italian Touch #21 begins by immediately contextualising the location for the two men’s and women’s moods: Via Ventura, on the eastern outskirts, a part of Milan chosen because of its growing reputation as a European design district. Its art galleries, carefully restored industrial premises, temporary exhibitions, and trendy yet eco-friendly bars now make it a point of reference for artists and industry professionals.
This edition is greatly inspired by the concepts of biodiversity and environmental sustainability. From articles on new ideas for places to live in northern Europe to the most innovative designers of recent months, books, art, and culture are increasingly adopting new forms of visual communication that address both aesthetic and ethical aspects at the same time. Seventeen years after one of the most innovative Venice Biennials of Contemporary Art, the 2000 edition, organised by Massimiliano Fuksas and featuring the slogan “Less Aesthetics, More Ethics”, a new lifestyle is emerging that is conscious of how today it is possible to cater to both: more aesthetics, more ethics.

Alessandro Di Giacomo