C25 Options of Luxury
8th September – 2nd October, 2011
Time: Tuesdays-Sundays, 10.30-20.30 – Thursdays and Fridays, 10:30 – 23:00
Entrance: Free
NEAPOLITAN TAILORING BY CESARE ATTOLINI IS THE PROTAGONIST OF C25 OPTIONS OF LUXURY.
From 8th September to 2nd October at the Milan Triennale, the famous Neapolitan tailoring will be among the protagonists of the exhibition, taken care of by Italo Rota, conceived and organized by Class Editori and Class upon the 25th anniversary of the publishing house and newspaper.
«When Albert Einstein was asked by journalists about his vision of the future, he replied, "Yes, I am very interested in the future; it is the place where I will spend the rest of my life." In this wonderful sentence that summarizes his theories of space, time, and movement, a great idea we all share is also conveyed: designing our future, which means to think about our life’s pleasures and luxury too. Our exhibition will involve the story, future, and luxury perceived nowadays among human proneness", says Italo Rota about C25 Options of Luxury. He continues, “Nowadays, luxury is explained, designed, imagined in new dimensions. Time, space, and our ability to move: they are part of such attitude and we cannot imagine them without dedicating a thought to nature, which will be another main topic of the exhibition, one of the great surprises along with the intangible Web world ».
Conceived and organized by Class Editori and Class, taken care of by Italo Rota himself, upon the 25th anniversary of the publishing house and newspaper, for the first time the exhibition tells the history and evolution of fashion, design, and luxury innovatively crossing dates, brands, objects and events which are highly emotionally focused through the use of all technologies, brand relationships, and their future prospects.
The main characters are the people, the companies, and the products that have marked the birth and evolution of these fields and that offer suggestions and equipment to Rota’s creativity.
C25 Options of Luxury, supported by the Triennale Design Museum, certifies and acknowledges the project’s scientific value, and is not an installation with good lighting and pedestals, but gives visitors an interactive mix between real objects and their digital representation, produced through the optimization of possibilities offered by modern technology. The approach is greatly involving and revolutionary for the traditional world of luxury, still bound to craftsmanship of high-quality goods.
Thanks to multimedia, visitors can interact by using tablets and smartphones or by downloading common applications through a procedure that allows to contextualize each object in history, and to understand its importance in the sector’s evolution.
The exhibition will display 250 objects and ideas from the most important companies that have marked and embodied the evolution of fashion, design, and luxury systems over the past 25 years.
In this very context, playing the role of main character within the sector of menswear elegance among 51 selected prestigious Italian and International brands that have marked luxury-wear history, tailoring house Cesare Attolini participates in C25 Options of Luxury.
It is defined and narrated in the pages of the exhibition’s catalog: "Expertise tailoring. We owe to the Attolini family, already active in the Thirties in Naples, the creation of the first completely destructured tailor-made men’s jacket. Vincenzo Attolini has written the history of Neapolitan tailoring, the only valid alternative to the British model hitherto prevailing. His brilliant idea? The simple and revolutionary act of peeling tissue layers off the basic garment in men’s elegance. Light, soft, and pliable like a shirt, Attolini’s jacket won the support of the international elite. From Totò to Vittorio De Sica, from Marcello Mastroianni to Clark Gable, via Victor Emanuel III and the Duke of Windsor; all of them chose Neapolitan style as their daily uniform. Vincenzo’s heritage was then passed on to his son Cesare, and his grandsons Massimiliano and Giuseppe, who raised a new laboratory in Castelnuovo in the mid-80s, just outside Naples where the most renown and skilled tailors lived. In those years the brand Cesare Attolini was created, with its traditional heart yet global vision, and the company produces 10 thousand garments each year.”
