Blurring the boundaries between creativity, communication and activation, Machas's mission is to give shape to your vision and to inspire people.
Fashion and Dance happen to have a lot in common. Both mediums wave a bold flag for personal expression. It’s no surprise that as a harbinger of the most innovative international fashions, this year’s Pitti tradeshow in Florence conceived the concept of a ‘Pitti Dance Off’. Taking inspiration from informal dance competitions where oppositional dancers win acclaim by showing their prowess, Pitti’s ‘Dance Off’ theme showcases a diverse array of dynamic styles. After collaborating for the past three editions of Pitti’s cover with Il Sole 24 Ore’s fashion supplement Moda 24, Machas was the first port of call to nurture the design talent.
Delving into the extensive Machas Artists Network, the team suggested an illustrator able to deliver an image with a plenty of movement and Peacock-like flair. Knowing that dance and fashion locate the performing body as the harbinger of self-style, Sara Ciprandi’s elegant forms appeared as a perfect cover choice. ‘Pitti Dance Off is an invitation to express your body and your own style’ declares Agostina Poletto, Deputy General Manager of Pitti Immagine. Alongside Il Sole 24 Ore Creative Director Adriano Attus, the Machas worked with Sara to bring her sinuous shapes to portray juxtaposed characters declaring their unique style tribes through movement as much as clothing.
The result? Striating bodies groove, twist and flex with the lively confidence of those that prize their innate style as a personal badge. Sara’s composition sees separate individuals taking pride in their space as they gesturally assert a place on the fashion map. Collectively they form a circle as the catwalk meets the dance floor and diversity is both celebrated and revered.
As one of the most well-known fashion events on the international scene, Pitti attracts chic influencers from across the globe. Sara’s illustration is charged with the reactive dynamism of myriad figures meeting to assert the eclectic freedom of independent style. From the neo-goth to the new eccentric alongside streetwear fans and the classically well tailored, the image captures the timeless liberation of bodies performing through fashion.
Individual declare their independent voice yet unite as contributors to Pitti’s fashion showcase. ‘Both the editorial team and I are very pleased with the final image’ confirms Adriano Attus, Creative Director of Il Sole 24 Ore. Now that’s something everyone can dance about!
The newspaper is out on stands today.