domenica 16 gennaio 2011

In The Mood For Love = In The Mood For China

As many of you knows, Men's Fashion Week just started in Milan. Unfortunately I don't have the chance to be there.
As I'm in love with China and Chinese Culture my attention was captured by Ermenegildo Zegna FW 12 Show, entitled "In the mood for China", clearly and evocative title that reminds of Wang Kar Way's movie "In the mood for love". The outfits are inspired by an Asian mood and taste, to me, like a mixture of the Asian feeling for fashion and Shanghai of the 20's way of living (please see the movie "Lust, Caution" by Ang Lee to see what I mean).
The show also used a particular technology called live-D which allow to film the model just before they stepped out. They were filmed in the backstage and then immediately shown to the public, as part of the Great Wall and The Forbidden City scenary, while they were walking through the catwalk at the same time. 
The mixed songs, like Yumeji's Theme, are taken from "In the mood for love" soudtrack as well.

What about Zegna's choice to perform such a "Chinese taste" show? For sure China is now one of the most important and powerful country and rich people always aim to buy designers cloths. But Zegna's story in China started long time ago, between the 80's and the 90's, when the early moover brands clearly see the unspoilted potential in that growing, but still silent and unknown country. Ermenegildo Zegna is now one of the most appreciated Italian male suits brand among the Chines wealthy and I see this show as a clear winking to China from Zegna.

Bye for now!


Ps: Good luck to Moncler Gamme Bleu fashion show ongoing now!

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