News from the Locarno Festival

Ticino Moda Wears Gucci

Gucci: Collezione da equitazione creata in esclusiva per Charlotte Casiraghi



Cinema and fashion seem to be two worlds apart, but it is extraordinary to see how they are sometimes necessary to each other.

On the one hand luxury brands are promoting their articles through advertisements which are often small cinema jewels, on the other hand movies' producers are often helped by the charisma and the importance of some companies. And we are not only talking about Devil Wears Prada and other fiction features focused on fashion industry.

Let's take Gucci as example: the Italian company has cultivated a Hollywood connection since the Fourties and from 2006 to 2013 donated more than 2 millions dollars to Martin Scorsese's Film Foundation, which has preserved and restored classics, such as John Cassavetes’s A Woman Under the Influence (1974) to Francesco Rosi’s Il Caso Mattei (1972).

The brand also established an annual Gucci Award for Women in Cinema, dedicated to women’s artistic achievement in film. It is then even more surprising to discover that most of the clothing articles and accessories sold worldwide by Gucci are passing through its logistics centre in the Canton of Ticino, a real strategic centre for the Italian company.

Logistics, in fact, is one field of fashion business which is widely developped on our territory and proudly represented by Ticino moda, the association which gathers the main fashion industries in our Canton and help them to grow up in our economy organising events, putting them in connection with local schools and representing them in front of politics and public institutions.

Mattia Bertoldi

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