Fondazione Pitti Discovery with Marsilio Editori presents:

WIG WAG. LE BANDIERE DELLA MODA

"WIG WAG. Le bandiere della moda" by Alessandra Vaccari will be presented on Thursday 29 September _  12:30 p.m. on the occasion of WHITE, neoZone, cloudnine, pressroom _ first floor, Via Tortona 27, Milan

Flags are everywhere, even in our wardrobes. Why are these brightly colored cloth rectangles so fascinating? Are they fetishistic cult object, fascinating stereotypes of identity or unsettling signs of power? And how do they fit into the omnivorous iconography of fashion and the anarchy of the creative processes of style?
The book, Wig-Wag. Le bandiere della moda [Wig-Wag. Fashion Flags] rides along in the midst of that dense stream of visions and references – sporty, ethnic, patriotic or nostalgic – triggered by flags as a theme and by their relationship with fashion. 

It tears them away from the immediate association with the concept of nations and follows them through their visual metamorphoses that were created and guided by historic names such as Elsa Schiaparelli, Christian Dior and Emilio Pucci; designers and brands like Tommy Hilfiger, Ralph Lauren, Vivienne Westwood, Franco Moschino, Dolce & Gabbana, Prada, Antonio Marras, Alexander McQueen and Viktor & Rolf; and street-style brands including Mambo, Vans, Eastpak, Gsus, Nigo, Stüssy and Ipath. 

Irony and identity are the driving forces behind the multiple ways in which the flags of the United States, Great Britain and Italy have been appropriated. Fashion also has a place for the colors of Brazil, Jamaica and Japan, red flags, rainbow flags and flags that have no country. The book traverses this explosion of colorful symbols to present the creative processes of a fashion in close contact with cinema, art, design and music.

WIG WAG.
Le bandiere della moda
size 21x26, paperbound 144 pages,
with 90 full-color illustrations
€ 16,00

Alessandra Vaccari teaches at the Universities of Bologna (in Rimini) and Venice (in Treviso). Her field is fashion and design and their relationships with contemporary arts. She has published essays on Italian fashions during the Fascist era and the post-World War II period. 
MODE is a series edited by Maria Luisa Frisa which studies fashion as creative system of the contemporary world and analyzes its ability to generate products, images and ideas that have a determining influence on daily life, guiding and directing tastes and trends. It is a series that uses today’s perspectives to look behind significant people and events to reconstruct the birth and evolution of a system that is constantly in motion. 
MODE’s aim is to be a quick and versatile tool featuring essays on a single topic and critical monographs on the new protagonists of the fashion system, with black-and-white and full-color illustrations that coexist in harmony in a format that is almost pocket-size, at a reasonable price, in Italian and English.
It will be the ideal tool for the ever-growing number of students pursuing degrees in fashion and fashion-related subjects, for scholars, for members of the trades as well as for all those who want to know more about a topic which, along with architecture, art, cinema, design and photography contributes to defining today’s landscapes.

Maria Luisa Frisa is the fashion curator of Fondazione Pitti Discovery, and chair of the new degree course in Fashion Design at the Faculty of Arts and Design, IUAV Venice.

Coming soon:
Antonio Mancinelli, Antonio Marras
Daniele Brolli, Toys
Cluadio Marengo Mores, Da Fiorucci ai Guerilla Stores. Il display dei negozi tra architettura, marketing e comunicazione [From Fiorucci to the Guerrilla Stores. Shop Displays in Architecture, Marketing and Communications]
Vittoria Caratozzolo, L’italian look di Irene Brin
Paola Colaiacomo, Pier Paolo Pasolini: un corpo intraducibile [Pier Paolo Pasolini: untranslatable corpus]
Angela Vettese, Limited edition. Dal prêt-à-porter agli abiti unici [Limited Edition. From Prêt-à-Porter to One of a Kind]

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