Pitti Generation(s)

Pitti Generation(s)
the guiding theme of the January shows
for five weeks, through ten small “episodes”

There are ten protagonists Vittorio Branchizio, Federico Curradi, Simonetta Gianfelici, Matteo Gioli, Sam Lambert, Shaka Maidoh, Takuro Ogasawara, Nathalie Ours, Carlo Rivetti and Daria Shapovalova, and we have decided to explain Pitti Generation(s) to you better using their stories and their thoughts.

Direction and photography by Pasquale Abbattista, production by Hi!Production and with the supervision of Max Brun.

watch the video

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Pitti Generation(s), the guiding theme of the January shows, talks about the simultaneity of many different generations in today’s fashion and styles and takes an ironic, frivolous look at a period where age is becoming more a state of mind than a number.

And the spirit of Pitti Generation(s) is fully interpreted by the new Pitti Uomo digital art project, the work of Pasquale Abbattista, continuing Pitti Immagine’s partnership with talented directors to launch the theme of the shows. The new video interprets Pitti Generation(s) through the technique of morphing, alternating and overlapping the well-known faces of personalities belonging to the international fashion system.

Vittorio Branchizio

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With ten years of experience in the world of knitwear, Vittorio Branchizio launched his own line of men’s knits in 2014. His collections are the result of in-depth research and experimentation that always look to the visual arts and cooperation with internationally renowned artists.  In June 2015, he won the Who Is On Next? Uomo competition with his 2016 spring-summer collection. Fine yarns, advanced technologies and design form his signature in a fusion of romantically minimalist forms and complex textures and geometries. In Vittorio Branchizio’s knits incongruously combined materials join hands to trigger poetic postindustrial emotions.

Federico Curradi

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Federico Curradi was born in Florence in 1975. Following an initial experience with a Florentine tailor-shop, where he learned the basic secrets of the craft, he was just over twenty when he moved to New York where he made a collection of men’s trousers. Next, he designed a collection for the American market and immediately earned the admiration of the best fashion stores in the Big Apple. Upon his return to Italy he was noticed by stylist Ermanno Daelli who put him in charge of the Scervino men’s style office. After that, he designed the Roberto Cavalli men’s collection, and then went on to become the creative director for Iceberg Uomo, working with other labels, such as Dunhill, in the meantime.

Nathalie Ours

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After studying Japanese at the Sorbonne Paris University, Nathalie Ours moved to Tokyo and worked for Yohji Yamamoto. After a couple of years she came back to Paris and became PR Director, then worldwide communication director and supervised the artistic choices with Irene Silvagni. All along the Yamamoto years she has been working with photographers such as David Sims, Paolo Roversi, Inez van Lamsweerde et Vinoodh Matadin, Craig mc Dean, Ferdinando Scianna / Magnum, Max Vadukul, Nathaniel Goldberg and art directors such as Marc Ascoli, MM Paris, Luca Stoppini Paul Boudens and Claudio Dell’Dlio.
In 2001 she collaborated to the production of the Yohji Yamamoto book "Talking to Myself" and the photography exhibition "May I help you" at the "Maison Européenne de la Photographie" , Paris, both curated by Carla Sozzani.
In 2005 she has been chief project on 3 major monographic exhibition on Yohji Yamamoto: one in Florence, "Correspondances" initiated by the Pitti Discovery Foundation, one in Paris, "Juste des vêtements", at Les Arts Décoratifs, then in Antwerp, "Dream shop, Yohji Yamamoto", exhibition at the MOMU.
After 18 years at Yohji Yamamoto she decided to build her own company "ON consulting". 
In 2006 she became chief editor of A magazine, Belgium publication, editing Jun Takahashi-Undercover, Martine Sitbon, Riccardo Tisci and Proenza Schouler issues.
In 2008 she opened PRConsulting Paris agency in partnership with Pierre Rougier and Sylvie Picquet-Damesme, representing iconic institutions and unique talents such as Raf Simons, Narciso Rodriguez, Veronique Branquinho... as well as upcoming one’s, Jacquemus, Bouchra Jarrar, Hood by Air...

Matteo Gioli

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After having studied industrial design in Florence, Matteo Gioli combined his passion for his “official” field with his love of music, working with independent fanzines, recording companies and playing in jazz clubs. 

In 2010, together with Veronica and Ilaria Cornacchini, he established SuperDuper Hats in Florence making headwear that revisits craft traditions in a totally contemporary key. SuperDuper Hats launched their first collection at Pitti Uomo in January 2011 and immediately attracted the attention of major international buyers. In 2012, the brand joined the London-based collective Art Comes First, founded by Sam Lambert and Shaka Maidoh. Then, in June 2013, SuperDuper Hats won the “Who’s On Next? Uomo” competition in Florence. Matteo Gioli, Sam Lambert and Shaka Maidoh officially presented their new brand Avec Ces Frères (Matteo designs the hats) at Pitti Uomo 85 in January 2014. And, it was during the fair that SuperDuper Hats launched the new collection with a performance-event inspired by the “Gandy Dancers”, the workmen who aligned railroad tracks during the early twentieth century. Recently, along with the new SuperDuper Hats “Native Collection” – inspired by Native Americans – Matteo and the London collective have launched a new project “NUTONE4/2TONE” in which the indigo deepdye technique plays the leading role.
Matteo Gioli joined designer Stefano Ughetti (Camo) as Pitti Italics on the occasion of Pitti Uomo 87. They staged a performance-event for the world premiere showing of their first duo-project, the Arrivo collection for men, inspired by their shared passion for the world of cycling.  

Sam Lambert & Shaka Maidoh

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Shaka Maidoh and Sam Lambert are among the favorite subjects of street style photography, on the occasion of Pitti Uomo and not only. With a personal style that revisits the traditions of the past in a highly urban and contemporary style, the two designers are engaged in numerous international fashion and design projects, taking part in collective design between Europe and the United States and sharing numerous projects togerther with emerging fashion brands.

They have created a style that Sam Lambert likes to call a "sophisticated punk", reshaping the idea of contemporary gentleman.
Pitti Uomo 89 will also feature the special event by Sam Lambert and Shaka Maidoh with their brand Art Comes First who, in addition to participating at the fair, will also be using their unmistakable approach to present a performance dedicated to their roots, jazz music and their sources of inspiration.

Takuro Ogasawara

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Fashon Journalist born in 1966, Takuro Ogasawara started his career at Fashion Business Specializing newspaper “The Senken(Senken News Paper)” in 1992.

Since 1995, he has started to follow the Fashion Shows in the world such as Pitti Uomo in Florence, fashion weeks in Milan and Paris. He became Director and member of the editorial board (at present), and continue covering the entire International fashion circuit from New York to London, from Florence to Milan and Paris and also in Japan for both Men’s and Women’s spending about 1/3 of year outside of Japan. 
He is one of the only Japanese Fashion Journalist who follows the most widely and largest number of Fashion Shows in the world. Takuro is known as real and strait way of his critic but in an impartial manner that he has a lot of his admirers from the Japanese Fashion professionals such as buyers of the Department Stores, multi-brands stores and editors.

Simonetta Gianfelici

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After studying art, midway through the eighties Simonetta Gianfelici moved to Milan, where she starred in many advertising campaigns, editorial shoots and on prestigious front covers. Hers career took off very quickly: in New York, London and Paris, she was immortalised by the world’s greatest photographers such as Ellen Von Unwerth, Fabrizio Ferri, Helmut Newton, Miles Aldridge, Paolo Roversi and Peter Lindberg, to name a few of many and she is the face used for numerous advertising campaigns and commercials, as an endorser for beauty brands such as Dior, YSL, Chanel and Helena Rubinstein. She modelled during the main international fashion weeks for the most prestigious fashion houses such as Balenciaga, Comme des Garçons, Dior, Fendi, Ferrè, Versace, Gucci, Hermès, Gaultier, Della Renta and Valentino and collaborated with Thierry Mugler and Vivienne Westwood, for whom she is also a friend and muse. Still today, her image is used in fashion as an endorser.

A great fan of films and theatre, she took part in the film “Prêt-à-Porter” by Robert Altman and “The Long Shadow” by Jon Jost, and has also been a main star at several readings including “The Life of Hunger by Amelie Nothomb” and “The vagina monologues” by Eve Ensler, the latter in support of the V-Day movement and associations that help women victims of violence. 
After a diploma in photography, Simonetta Gianfelici collaborated as fashion editor on magazines like Donna (Hachette-Rusconi), Vanity Fair and Vogue Gioiello.
Thanks to her expertise gained in the fashion sector, in 2003 she started her own consultancy business with special focus on scouting for emerging talents, in 2005 creating the Who is on Next? competition, in collaboration with Alta Roma, Vogue Italia and Pitti Immagine. Since 2013, she has collaborated with the Ethical Fashion Initiative – a programme by ITC, the International Trade Center, a UN and WTO agency – which prioritises scouting for designers and photographers from Africa. In June 2013, she was awarded the High Honour of the Knight of the Order of Arts and Letters of France for her constant efforts to diffusion of the Arts and Letters in France and the world.

Carlo Rivetti

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President and Creative Director of the Sportswear Company S.p.A., the company that owns the Stone Island clothing label. Born in Lausanne in 1956, Carlo Rivetti is a member of one of the best known dynasties on the Italian textile industry scene: seven generations of entrepreneurs who have played an active role in the historic wool district of Biella since the late 18th century.

Having graduated in Economics from the Bocconi University of Milan and after gaining important experience in America and Mexico, he joined the GFT Gruppo Finanziario Tessile S.p.A. in 1984, a family company based in Turin, and went on to become the Chief Executive Officer of the Sportswear Division in 1990.
Carlo Rivetti is Professor of Marketing for Industrial Design and Men’s Fashion Design at the Politecnico di Milano and is a member of IED ModaLab's scientific committee. He is a founder member of the ADI Foundation (Association for Industrial Design). He has occupied a number of different institutional positions: he has been Director of Pitti Immagine, a member of the Board of Directors with responsibility for area promotion and industrialization for Smi-Ati, the Italian Textile and Fashion Industry Federation, as well as serving on Altagamma's Board of Directors as coordinator for business activities abroad. In April 2009 he was appointed President of the Tremelloni Library of Textiles and Fashion.