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Despite the torrential rain that ravaged the towns and countryside of the Emilia Romagna region, the Aeffe group’s flagship brand was keen to maintain its cruise show on 26 May in Rimini, the birthplace of film-maker Federico Fellini.
A message of positivity addressed to the whole world at the foot of Castel Sismondo, coupled with a gesture of moral as well as financial support for the region’s disaster victims.
A parade of positivity and dreams
Originally scheduled for Monday 22 May, the fashion show for Alberta Ferretti’s 2023 cruise collection was postponed to Friday 26 May, due to the bad weather that hit the Emilia Romagna region, not sparing cities such as Bologna.
The founder and creative director of the fashion house of the same name chose to hold her show in the Piazza Malatesta, in front of the Castel Sismondo, a 15th-century fortress that was once home to the princely Malatesta family and was refurbished according to the plans of a porticoed building by Leonardo da Vinci. It now houses a museum dedicated to Federico Fellini, director of La Dolce Vita and 8 and a Half.
A cinematic fashion show by artistic director Lorenzo Serafini, with the backing of Cinecitta, dedicated to one of the world’s most famous Romans: Federico Fellini. The city not only gave birth to Fellini, it also nourished his imagination.
Alberta Ferretti, also from the region, celebrated both Rimini and its most illustrious dreamer. Against the backdrop of the timeless music of film composer Nino Rota. Scenes from the film-maker’s most famous films were projected onto the castle walls to accompany the final exit of the models and stylists.
The mannequins gave the impression of walking on water, thanks to clever mirrored catwalks on either side of the square’s fountain.
It is “creativity and beauty that today help to stimulate the positivity and optimism that the people of Romagna have always cultivated in an atmosphere of great hospitality and humanity”, the Italian designer told the Italian press.
The cruise collection featured silhouettes that were both sartorially inspired and romantic.
The historic building that symbolises the city was also both a backdrop and transformed into a print, coming to life on the collection’s sails and transparencies. Among the dreamy looks on offer were ample tailoring suits, suede skirts, steamy blouses and hooded coats….
But the stars of the show were undoubtedly the evening gowns, the designer’s specializing field. Light, fluid outfits featuring chiffon, washed silks and iridescent satins and taffetas. All draped, flounced and with evanescent trains.
The decision to maintain the show was taken by Alberta Ferretti’s parent company, the Aeffe Group – based in Cattolica, two towns from Rimini – after careful consideration and in agreement with the city’s mayor and institutions.
The designer makes no secret of the fact that she initially expressed doubts about whether the event would go ahead: “I’ve asked myself so many questions in the last few days that I won’t deny that I seriously thought about taking a step back and cancelling the event, but then, after a long discussion with the institutions, who have my highest esteem for the way they handle emergencies, I realised that our fashion show could convey an important message of positivity”.
IO CI SONO: United in adversity
As the highlight of the show, the designer chose to highlight thirty-two boys and girls who closed the parade. These were volunteers who had taken an active part in these days of support for the region and its inhabitants, and who wore T-shirts bearing the slogan IO CI SONO (I’m here). It was an initiative in keeping with the spirit of the House, since Alberta Ferretti is known for her message-driven outfits, as are the designers at Viktor & Rolf.
A message of hope and resilience addressed to the Emilia-Romagna region and its inhabitants: all proceeds from sales of this T-shirt will be donated to associations active in the region.
The company will also be organising a charity auction of special archive pieces, dedicated to the VIC (Very Important Clients) of the House of Alberta Ferretti.
The Aeffe group has reached an agreement with its employees to donate the equivalent of one hour’s work, and the company will match this amount with an additional donation.
Commitments such as these are reminiscent of the outpouring of solidarity in recent days from other major groups such as LVMH, Kering and Ferrari. This social involvement on the part of the luxury goods industry was reinvigorated during Covid and reactivated with the war in Ukraine.
Boosting the Romagna Riviera
Generating 10% of the country’s GDP, Emilia Romagna is not only regarded as “Italy’s orchard”, with its 7,000 farms, it is also one of Europe’s leading tourist areas.
The region, which stretches from Bologna to Parma, welcomes more than 11.5 million visitors every year and generates almost 50 million overnight stays, according to figures from the World Health Organization.
Hence the need for the local authorities to use this internationally renowned parade to reaffirm the attractiveness of Emilia-Romagna as it prepares to open its new tourist season.
In the words of Jamil Sadegholvaad, the mayor of the city that hosted the parade, “Rimini and Romagna want to start afresh after the immense tragedy that struck their bodies and souls”. He added: “We are all rolling up our sleeves, day and night, to get ready to be what we are: the heart of Italy that welcomes and always makes people feel at home.”
Lucia Borgonzoni, Under-Secretary of State at the Ministry of Culture, agrees: “Events like this provide oxygen for the economic fabric and make people aware that in summer and beyond, Romagna is a place of art, culture and magic, of sea and great history, where you can spend fabulous holidays”.
Designer Alberta Ferretti, who has strong ties to the region because of her origins, illustrates the Aeffe group’s desire to contribute to the revival of Emilia-Romagna, in particular by supporting charitable works: “Many local professionals are working with us at the moment and, now more than ever, it is important to honour the commitment we have made to them, by fuelling a virtuous cycle of recovery and revival of the various economic activities in the region”.
After thanking the Aeffe group for its involvement, Rimini’s mayor also added a message of welcome to tourists from all over the world: “We also need, like the air we breathe, to return to the normality we expected. Rimini and Romagna are waiting for you”.
Read also > Dior Cruise 2023 fashion show: a vibrant tribute to Frida Kahlo
Featured photo : © Alberta Ferretti[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
Despite the torrential rain that ravaged the towns and countryside of the Emilia Romagna region, the Aeffe group’s flagship brand was keen to maintain its cruise show on 26 May in Rimini, the birthplace of film-maker Federico Fellini.
A message of positivity addressed to the whole world at the foot of Castel Sismondo, coupled with a gesture of moral as well as financial support for the region’s disaster victims.
A parade of positivity and dreams
Originally scheduled for Monday 22 May, the fashion show for Alberta Ferretti’s 2023 cruise collection was postponed to Friday 26 May, due to the bad weather that hit the Emilia Romagna region, not sparing cities such as Bologna.
The founder and creative director of the fashion house of the same name chose to hold her show in the Piazza Malatesta, in front of the Castel Sismondo, a 15th-century fortress that was once home to the princely Malatesta family and was refurbished according to the plans of a porticoed building by Leonardo da Vinci. It now houses a museum dedicated to Federico Fellini, director of La Dolce Vita and 8 and a Half.
A cinematic fashion show by artistic director Lorenzo Serafini, with the backing of Cinecitta, dedicated to one of the world’s most famous Romans: Federico Fellini. The city not only gave birth to Fellini, it also nourished his imagination.
Alberta Ferretti, also from the region, celebrated both Rimini and its most illustrious dreamer. Against the backdrop of the timeless music of film composer Nino Rota. Scenes from the film-maker’s most famous films were projected onto the castle walls to accompany the final exit of the models and stylists.
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[/vc_cta][vc_column_text]Featured photo : © Alberta Ferretti[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”people-in-the-roles” njt-role-user-roles=”subscriber,customer”][vc_column][vc_column_text]
Despite the torrential rain that ravaged the towns and countryside of the Emilia Romagna region, the Aeffe group’s flagship brand was keen to maintain its cruise show on 26 May in Rimini, the birthplace of film-maker Federico Fellini.
A message of positivity addressed to the whole world at the foot of Castel Sismondo, coupled with a gesture of moral as well as financial support for the region’s disaster victims.
A parade of positivity and dreams
Originally scheduled for Monday 22 May, the fashion show for Alberta Ferretti’s 2023 cruise collection was postponed to Friday 26 May, due to the bad weather that hit the Emilia Romagna region, not sparing cities such as Bologna.
The founder and creative director of the fashion house of the same name chose to hold her show in the Piazza Malatesta, in front of the Castel Sismondo, a 15th-century fortress that was once home to the princely Malatesta family and was refurbished according to the plans of a porticoed building by Leonardo da Vinci. It now houses a museum dedicated to Federico Fellini, director of La Dolce Vita and 8 and a Half.
A cinematic fashion show by artistic director Lorenzo Serafini, with the backing of Cinecitta, dedicated to one of the world’s most famous Romans: Federico Fellini. The city not only gave birth to Fellini, it also nourished his imagination.
Alberta Ferretti, also from the region, celebrated both Rimini and its most illustrious dreamer. Against the backdrop of the timeless music of film composer Nino Rota. Scenes from the film-maker’s most famous films were projected onto the castle walls to accompany the final exit of the models and stylists.
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[/vc_cta][vc_column_text]Featured photo : © Alberta Ferretti[/vc_column_text][/vc_column][/vc_row]
