Fondazione Pitti Discovery presents

Fanatic Feelings
Fashion Plays Football

A broad multimedia presentation that will highlight the pioneering impact football has had on the world of men’s fashion

Complesso Santa Maria Novella

A project by

Fondazione Pitti Immagine Discovery

curated by 
Markus Ebner and Francesco Bonami

on the occasion of 
Pitti Immagine Uomo 94

sponsored by 
Centro di Firenze per la Moda Italiana and Pitti Immagine
produced thanks to the special grant from 
Ministero dello Sviluppo Economico (Italian Ministry for Economic Development) 
and Agenzia Ice (Italian Trade Agency), 
within the context of the Special Program for 2018/19 supporting trade fairs for Made in Italy. 

with the patronage of 
City of Florence and Gallerie degli Uffizi
13 June - 22 July 2018
Complesso di Santa Maria Novella
Piazza della Stazione, 5 - Florence
11.00 am - 7.00 pm - Free entrance

On the occasion of Pitti Immagine Uomo 94 (Florence, 12-15 June 2018), the Fondazione Pitti Immagine Discovery will present FANATIC FEELINGS - Fashion Plays Football, an exhibition curated by Markus Ebner, founder of German fashion magazines Achtung Mode and Sepp Football Fashion and contemporary art critic Francesco Bonami
Through a broad multimedia presentation, FANATIC FEELINGS will highlight the pioneering impact football has had on the world of men’s fashion igniting the fusion of tailoring and sportswear early on. With the World Cup 2018 held in Russia and Eastern European aesthetics currently dominating contemporary fashion, FANATIC FEELINGS is ultra timely.
Designers create football team uniforms or entire collections inspired by the sport, footballers take front row seats at fashion shows or even star as models in campaigns. The show will include Karl Lagerfeld and Hiroshi Tanabe illustrations of famous soccer players and an extensive look into the rich Sepp Football Fashion archives from 2002 to 2018 as selected by Francesco Bonami featuring players such as Kaka, Edinson Cavani, Jérôme Boateng or Mesut Özil. The show will include screenings of Zidane: A 21st century portrait, the documentary by artists Douglas Gordon and Philippe Parreno.
There will also be new exclusively commissioned photography and design projects. The exhibition will also trace the lives of soccer icons and fashion enthusiasts such as George Best, Eric Cantona or Gigi Meroni, who helped launch the close ties between football and costume. And a special Street Style section will highlight fashion plates like David Beckham, Neymar and Franck Ribéry on what they wear after training or game. 
Inside FANATIC FEELINGS there will also be a space for AZZURRA, the project room curated by Undici magazine dedicated to celebrating the history, elegance, tradition and values of Italian football, in a moment that also marks a new start for the football system on the 120th anniversary of the Figc [Italian Football Federation]: unique images, videos, interviews and cult objects that have left an indelible mark on the history of “Gli Azzurri” – the Italian national football team.
The exhibition will also use photos to discover #YOOXSOCCERCOUTURE – the YOOX project developed in partnership with Sepp – that brought together, on the occasion of the Football World and European Cup competitions held in recent years, a team of international designers for an exclusive capsule collection of sweatshirts and t-shirts inspired by their own countries.  The edition of #YOOXSOCCERCOUTURE created for the next football World Cup in Russia 2018 will be presented in a special pop-up store.
A FANATIC BAR will be open for sports fans and visitors during the exhibition, featuring a sport bar style atmosphere, its walls hung with football club pennants and photos of famous footballers. The amazing bartender Charles Schumann will be making special cocktails in his inimitable signature style that has made him a true icon.
The soundtrack for the show was conceived by the pioneering electronic music DJ Hell, who is considered a natural heir to Kraftwerk in his native Germany. He combined the sound of finales of fashion shows, sound bites of Karl Lagerfeld, with chants of fans and radio transmissions of games, in an exhilarating fashion adding his own electronic samples.
“Fanatic Feelings is the third part of the three-year cooperation program between the Fondazione Pitti Immagine Discovery and the Museo della Moda e del Costume di Palazzo Pitti. - says Andrea Cavicchi, president of the CFMI and of the Fondazione Pitti Discovery - “We share the idea of a fashion museum that reaches throughout the city with Eike Schmidt, director of the Gallerie degli Uffizi, and this is why – in concert with the curators and thanks to the City of Florence – we chose a most fascinating venue other than Palazzo Pitti. Through the foundation’s projects we want to go beyond investing in the Museo della Moda’s traditional home and contribute to developing it into an international brand.”
“Men’s fashion is going through crazy times where the worlds of tailoring, sports, active and street wear are one big melting pot. Football Fashion as an expression of style will be manifesting itself more and more. Why not wear your team’s jersey with a great suit? The show will give weight to this argument” says Markus Ebner who has been one the football fashion trail since 2002.

“Fanatic Feelings will focus on the immediacy and the emotional element that fashion and football share. – adds Francesco Bonami, curator of the exhibition – “While the fashion runway compresses in a few linear moments the vision of a whole season, the football field stretches a different sense of time over an entire season.” 

“Pitti Discovery has often investigated relationships that bind fashion and contemporary costume phenomena to sports – and soccer in particular that we have been thinking about for some time,” says Lapo Cianchi, Secretary General of the Foundation. “Now with the World Cup to be played in Russia – with the opening coinciding with Pitti Uomo, we have the right opportunity for developing a project that will be intellectually stimulating, popular and glamorous.”