Fashion designer Antonio Marras
this week is inaugurating a collaboration with the Zanichelli
publishing house of Italian dictionary Zingarelli, injecting
fashion and art into words as part of a campaign promoted under
the hashtag #laculturasifastrada (#culturegetsahead).
The so-called 'urban didactic' campaign has been launched by
Zanichelli with graffiti with special Italian words and will
include 16 masterworks by Marras to be exhibited at his atelier
in Milan's Via Cola di Rienzo.
The designer's take on the Italian vocabulary will be open
to visitors until November 21.
Eight of his works will then be auctioned for a fundraiser at
the Museum of Cultures in Milan by comedian Geppi Cucciari.
"Culture has never gone out of fashion", said the Sardinian
designer.
"It represents something that is so connected to our
existence that we can't live without it".
"It's like air", continued Marras.
""I think my work implies a connection with reality and, as a
consequence, the culture that surrounds us".
"What I tried to do over time is to make fashion dialogue
with other disciplines: art, dance, poetry, cinema, theater,
literature".
Marras continued saying that "fashion is a language, a code,
a way to communicate and clothes are words of a great
vocabulary".
The work created by the designer for the initiative - to be
presented over the next few days in Milan - includes 16
creations in which the vocabulary has been infused with other
elements through the same creative process used by Marras to
design his clothes.
"The urgency to translate into sign what is around and inside
of me has become increasingly pressing over time - like
something that wants to come out and I can't control", he said.
With the Zanichelli campaign, the designer explained, "the
vocabulary becomes an ideal object" to tell a story out of the
box.
"Lines, designs, a mess, gauze, wire, cement, a doll's eyes,
little soldiers, burns, spikes", among others, are transformed
into the designer's "unexpressed words, a code through which my
world becomes concrete".
A complex stratification that "fights against flatness,
banality, commonplaces - excess, eccentricity win", he said.
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