This first generation of individuals-stars chooses not so much to wear a label but to live a brand through the feelings, emotions and information that this brand morphs into purchasing experience. The 1G First Generation line, produced by the Italian fashion company Piero Gazzarrini, worldwide famous for the Gazzarini brand, is a meld of eclectic inspirations, a statement of style that proposes in the same article of apparel both tailored luxury and technological basic, hand-made details and sophisticated fabrics, contemporary appeal and traditional aesthetics. The collection for the coming autumn/winter 2008-09 has opted for the absolute quality of black, with just a few colour accents, like bright blue.
The 1G target gravitates around a scenario bustling with screens, mobile phones and computers, constantly interconnected in a multimedia world that interacts with the most evolved spheres and universes. The new consumer is a star of these screens, so for the first time, a fashion label chooses a USB flash drive as the symbol of a collection. The idea is to communicate to the world its benchmark universe. In a few words, the originality of 1G is to treat the flash drive as a brand and identity label. What the consumer will share through the USB will not be simply a gadget but rather a role play. He will appropriate the media and style attitudes of the icons of the silver screen and the music scene, participating in the contemporary and heterogeneous mix that is spelled 1G.
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