MACHAS

Piazza Fashion: Ray Oranges x Il Sole 24 Ore Plus

After the astonishing result of Moncler’s IPO last week, the financial newspaper Il Sole 24 Ore and its Saturday supplement Plus have investigated on the scenarios the stock market holds for Italian fashion brands.

The article, after highlighting how a relatively small company that operates in the luxury market has become the best European IPO of 2013, delves deep into analysing if this could be a path suitable for other brands — and Ray Oranges’ illustration captures the sense of opportunity that lies ahead of the fashion industry.

“As I was reading the brief I had one thing clear in mind: I wanted to make a clear visual reference to Piazza Affari [the Italian stock market building] and turn it into a pattern. Then I needed to find the key element at the centre of the image but I didn’t want to do anything too literal — and boring.”

“At first I was thinking about adding elements from Cattellan’s brilliant sculpture that is located in Piazza Affari, especially as quite often sculptures are placed in the centre of the italian piazza. But then I looked at the main entrance of the building and it looked more and more like the shape of a purse and I imagined this elegant hand of a woman that it is about to pick this purse up and go somewhere interesting.”

Il Sole 24 Ore Plus “Piazza Fashion” is out today.