The Making of Show your flag at Pitti

Expert hands that cut, stitch, perfect, while taking meticulous care with the smallest detail. We are in a historic Italian tailor’s shop. This is the birthplace of the Pitti Immagine flag starring as the protagonist of “Show your flag at Pitti”, the theme of the 2020 winter shows. In this making of, patterns and chromatic matchings take shape under our eyes: at Pitti Uomo, the flag could only be connected to the concepts of quality and craft workmanship, the two founding elements of Made in Italy and of the brands selected by the show. The flag presented in the video is the same one that waves in the breeze of the pictures taken by famous photographer reporter Franco Pagetti for the ad campaign. The very same flag, inside the Fortezza da Basso, leaves behind its two-dimensional character and is transformed into a spectacular setting conceived by art director Angelo Figus and by set designer Alessandro Moradei. At the entrance and at the Lyceum, the scene is dominated by transparencies that turn architectural designs into diaphanous, almost floating, elements. On the façade of the Medici Pavilion, which hosts the Touch! section, graphics take life, while color triumphs in the overall proposal of many flags and in the citation of some of their typical symbols. Finally, in the Piazzale, the Pitti flag becomes a bona fide set design. The patterns, which start out flat, become dynamic, giving rise to elastic ribbons that connect the various areas of the Fortezza, ideally embraci