The words of Giorgio Armani, who recently declared that “this crisis is also an opportunity to restore value to authenticity”, were a real source of inspiration for us. Just like him, we are convinced that it is not a question of simply finding a way out but of taking “a road that will finally bring value back to our work and that will make final customers perceive its true importance and value”.
So, we put our Fashion Truck in the garage and gave free rein to our imagination. Our aim was to reinvent Itally’s form and find new ways to facilitate the discovery of Italian know-how throughout the world, even though it was no longer physically possible to travel to our planned destinations.
We could no longer take Made in Italy to potential new customers, so we decided to bring new customers to Made in Italy. To do so, we built on the idea that while closed in our homes during the quarantine, each of us would have a unique way of continuing our travels: the internet.