Made in Italy, literally ‘produced in Italy’. But is that all it is? Or is there more behind the production of Italian fashion artefacts?
From conception to design planning, passing through the search for the material and the right decorative elements: the creation of Made in Italy clothes and accessories attractive in the eyes of consumers is the result of an extraordinary operation that, even today, combines creativity and technique, art and industry.
Through the immersive Exhibition “La bellezza utile”, held on Feb. 13 at the Meet Digital Center in Porta Venezia in Milan, Confindustria Moda wanted to tell through the art of Heinz Schattner, the Master of fashion photography, the power of Italian “savoir faire”.
The extraordinary ability of Italian companies to give shape to ‘beauty’ has led Made in Italy fashion to become synonymous with luxury and elegance around the world, through a narrative based on products that are real and useful, and that tells of the technical and scientific skills, relationships, and ability to think, perceive and give shape to beauty that lie behind these products.
“Like Schattner’s photos, made-in-Italy fashion products are not neutral but tell the story of manufacturing perfection using sharp, uncluttered images, almost bare in their intensity, objects that are absolute beauty but also contextualised utility,” says Ercole Botto Paola, President of Confindustria Moda.
The exhibition was made possible thanks to careful selection work in the photographic archive that holds more than 40 years of Schattner’s work: a journey that began in the world of analog photography, which has evolved and actualised to be today a digital narrative, experimentation with space outside of time and use of techniques that transform photos into paintings. It is a seamless dialogue between tradition and innovation, which is also found in the history of Made in Italy for which our country is world famous.
“‘La bellezza utile’ amalgamates the sincerity of black and white with the disruptive power of color. The camera captures the existence of objects and people, allowing the viewer to feel in an infinite moment and at the same time immersed in the contemporaneity of the here and now,” comments Heinz Schattner.
The harmonious vision proposed by the Exhibition, scanned by sections dedicated to all the sectors that make up the Italian fashion system, was designed to convey a strong and clear message, an “all for one, one for all” that sees diversity as the strongest synthesis of unity.
The Immersive Exhibition was realised with the contribution of the international fairs that are part of the Confindustria Moda associations, including Milano Unica, Micam Milano, Mipel, TheOneMilano, and Lineapelle.
