SLOWEAR: FOLLOW THE FLAG

SLOWEAR

Progetto: FOLLOW THE FLAG
Project Leader: Antonio Mancinelli
Master in Fashion Communication & Art Direction a.a. 2021/2022

Industry Project in collaboration with SLOWEAR _ Marco Muggiano, Business development & communications director

“Slowear is a family business concept as well as an Italian lifestyle project born from a long industrial history, which unites four historic Italian fashion brands that share a high level of specialization. Slowear was built on this heritage of product-centered know-how and passion, and promotes a “lasting” fashion concept, characterized by internal and external qualities that make it immune to the passage of time and ephemeral trends. This philosophy responds to a need that is becoming more and more urgent in the fashion sector: to spread a more ethical and sustainable consumption model.

Five souls, for a world of coherent style and a total look with an informal and timeless elegance. This is Slowear, sophisticated Zanone knitwear, the charm of the Glanshirt shirts, the impeccable Montedoro jackets, the elegance of the Incotex trousers, the highest Italian craftsmanship of Officina Slowear accessories and footwear. With over 30 stores in the world’s major shopping capitals, including Milan, London, Paris, New York, Tokyo and Seoul, and in major international department stores (such as la Rinascente in Milan), Slowear Venezia is recognized by shoppers and connoisseurs as one of the main multi-brand retail concepts of Italian menswear with a unique value proposition, catering brands, accessories and products (lifestyle / for the home), with distinctive, lasting characteristics. Slowear is not just a brand, but a philosophy. For this, we activate limited edition projects or collections by combining the best of both worlds: Slowear industrial competence with the ethics of its partner brands. “

Industry Brief

Students were asked to develop a series of elements aimed at finalizing the objectives of the project to create a proposal and a personal interpretation of contents for FOLLOW THE FLAG story.  Interviews, articles, self-produced videos, selection / playlist of existing elements, as the result of a research at the center of which must be the values ​​of a Slowear artist, ethics, sustainability, appreciation of culture, contemporaneity with a vision towards the future.

 Each team presented a textual and visual research aimed at summarizing and presenting the concept of the project, the editorial plan; research / archive of video, image and text content. Storyboard of proposed videos with the possibility the realization of one of them. Also including a text explaining the videos with a digital presentation containing the summary of the entire project.