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The Publications
"A good newspaper, I suppose, is a nation talking to itself,” mused Arthur Miller. Expanding on that concept we can say that in a world with ever fewer barriers, our “nation” is represented by the entire universe of consumers who wear our products, and the cultural message they wish to convey is that of a search for sartorial elegance that exalts the classical tradition and protects artistic-hand work. This is a very important mission in the promotion of the person’s individuality and it also carries with it a highly unifying message in the common quest for “beauty.” At this point, all we can say is, have a good read and thank you for your constant support.
Umberto Angeloni
(da L'Editoriale del n°2 di CLASSICO) |
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The Books
Promoting and sponsoring publications, such as books and exhibition catalogues, have always played a major role in the CLASSICO ITALIA communications strategy. |
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CLASSICO ITALIA di Masakatsu Ochiai
It was twenty five years ago, when by chance I put my arm through the sleeve of an elegant Italian jacket. That little movement completely changed my sense of values in regard to fashion. It was thanks to that jacket that I got to know Brioni. Embodying two apparently contradictory elements, that is, artisan tradition and a high level of industrial manufacturing quality, Classico Italia makes fabulous clothes. Within the space of four years I visited the facilities where many Classico Italia items are made – suits, shoes and shirts – and I got the impression that the Classico Italia creators are not merely manufacturers of “things”, but rather the tenacious guardians of a tradition that they plan on handing down. It is the “blood” and “artisan skill” which constitute their tradition in a continuous flow. This intense “blood” and the exquisite “skill” they inherited are perhaps what has allowed them to create products that no one else in the world has succeeded in making. As long as that “blood” and “tradition” continue to live, Classico Italia’s creations will also continue to thrive.
Masakatsu Ochiai |
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IMAGE POWER
The book, the fruit of a Classico Italia program – is dedicated to the history of the past fifty years told through a collection of 250 covers from 19 great magazines, selected from those that accompanied our lives from immediately after World War II to the present. It is a journey through time, with images of wars, conflicts and social conquests, of technological progress, the rediscovery of style and fashion during the latter half of the twentieth century: public figures, leaders, movie stars, plain people, scandals and success…the reality of the contemporary world.
The book also features the “first issues” of the nineteen magazines with a text that describes the principles and philosophy of image.
The project is the brainchild of journalist Gianluca Tenti who was flanked by the American image expert, Diana Edkins. A text by writer, Jay McInerney offers an interesting overview of the various aspects of this extraordinary collection. |
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The Divine Comedy according to La Fura dels Baus is the first event in the Classico Italia new strategy. Presented in Florence on the evening of 19 June 2002, on the occasion of the summer edition of the Florentine fashion fairs, it was produced in cooperation with the Biennale di Valencia, the art event dedicated to communication among the various languages of contemporary culture.
Luca Mantellassi
We succeeded in producing this show in a very short time, thanks obviously to La Fura dels Baus but mainly thanks to the intelligence and enthusiasm of two very special people: Luca Mantellassi, president of CLASSICO ITALIA and Consuelo Ciscar, Undersecretary for Cultural Promotion of the Valencia government. We were rewarded by success and the gratifying response of our audience: 30,000 enthusiastic people had gathered in Piazza Pitti on the evening of 19 June 2002.
Luigi Settembrini |
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