“Tell me how you dance and I’ll tell you how you’ll dress”. Pitti Dance Off is the theme of the Pitti Immagine winter fairs. The expression of yourself, of your own body, the energy and pleasure of living as well as performing. The protagonist is dance in the myriad expressions used today, along with the eclectic freedom of personal styles shared by dance and contemporary fashion.
“Pitti Dance Off” says Agostino Poletto, deputy general manager of Pitti Immagine, “is an invitation to express your body and your own style. Because this is what has always brought the world of dance closer to the world of fashion: the ultimate essence of the diversity and freedom of personal style. We will dance and talk about dance, in any shape or form and whatever meaning it can embody today. The pleasure of moving to the sound of music, on your own, in a couple, or in a group. So next January we will dance (and dress) the way we are, the way we want and know how to do … as long as it is to the rhythm of Pitti Dance Off!”
Pitti Dance Off will be interpreted with the usual ironic touch, the settings will invade the Fortezza da Basso with a street dance rhythm and in step with its contests, with a set design and layout curated by architect and designer Oliviero Baldini.
And there’s more, Pitti Immagine has launched a special #PittiSign, a small distinctive salute: a finger tut – a hand gesture from the acquired tradition of street dance and its “dance challenges” – that symbolizes the initials of Pitti Immagine. A gesture destined to spread virally and to be shared on Pitti Immagine’s social networks, identifying the fairs for the winter season.
The theme is interpreted by the new Pitti Uomo 91 digital art project:
Pitti Immagine’s collaboration with talented video makers also continues with the production of the digital art project that accompanies the advertising campaign for the fairs.
On the occasion of Pitti Uomo 91 the new digital project - directed and photographed by Dennison Bertram, with the creative consultancy of Gloria Maria Cappelletti for Cloy, produced Morena Russo for Connecting dot and with the choreography of Nicolò Besozzi - virally introduces the Pitti Dance Off theme. A creative invitation to share the fair’s aggregative role, its choral, across-the-board and inclusive vision, heralding different styles and always open to cultural, artistic, geographical and lifestyle contaminations.
The Digital Art Project accompanying the advertising campaign has been realized thanks to the extraordinary contribution of the Ministry for Economic Development (MiSE – Ministero dello Sviluppo Economico) and the Italian Trade Agency (Agenzia ICE), as part of the 2015-2017 Three Year Plan organized by the Ministero dello Sviluppo Economico to support Italian fairs and Made in Italy.