In the latest issue of the magazine of Milano Finanza Fashion, the list ranking the best short films on fashion drawn up by Andrea Ruggeri also includes the first fashion film made by Pitti Immagine: in the five categories considered in order to assign awards to the top “players”, who have used the fashion film format to communicate their aesthetic vision, the film by Luca Finotti “That’s Pitti Color!” wins the award for “Best Stills”.
The other awards went to “The Good Italian” by Caruso for “Best Screenplay”; "Best Director" to Gregg Araki who directed "Here Now" for Kenzo; the "Best Leading Actor” was Yohji Yamamoto in the video "The Roland Garros Collection" for Adidas Tennis; and the "Best Animation" award went to the fashion film "Shoe Tales" made by Santoni.
A wonderful acknowledgement for "That's Pitti Color!", the first in a special series of digital art projects, which will take its inspiration from the theme of the season at each edition of the Pitti salons and appoint some of the most talented directors Italian directors of today to make a fashion film. The film by Luca Finotti interpreted the theme of the summer salons “That’s Pitticolor!”, with a creativity that playfully alludes to the artistic movement of action painting.
The video was made as a result of the collaboration with the Ministry for Economic Development and the ICE (Italian Trade Promotion Agency).