News from the Locarno Festival

Who Framed Gerard Butler

Who Framed Gerard Butler


© Franco Taranto


What is the relationship between fashion and cinema? Well, there are Wikipedia pages (in both Italian and in English) dedicated to the black Givenchy dress worn by Audrey Hepburn in Breakfast at Tiffany’s (1961) which describe the dress  as “one of the most iconic items of clothing in the history of the twentieth century”. And while some movie stars have started their own fashion lines (Jennifer Lopez, Eva Longoria, and Jessica Simpson to name a few), some others are chosen by iconic brands to promote their clothing and accessories all over the world such as is the case with Gerard Butler and his recent advertising campaign promoting Hugo Boss.

Unfortunately, we cannot guarantee you that Mr Butler will attend this year’s Festival (although, you know, theoretically he could attend, maybe disguised among the audience) but we certainly can tell you that the Hugo Boss brand is part of the Ticinese territory. Based in Coldrerio, the German fashion brand plans its campaigns, projects, and new lines from the Canton of Ticino, showing the world that the economic environment of Ticino is important for its activity.

This is also why Ticino Moda – the association which gathers the fashion societies active in the territory – is so proud to count this brand and many others (Gucci, Armani, Zegna, and Akris, for example) in its number. You should definitely pay attention to the spectators next to you during tonight’s Piazza Grande screening – and say hello to Gerard, if he’s around.

Mattia Bertoldi

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