The Italian artist, civil rights advocate and designer is presenting his coed collection on TikTok.
The Italian artist, civil rights advocate and designer had originally planned to join the official Paris Fashion Week calendar with a physical presentation after five years of taking his designs on a roving trip across different international fashion showcases, including Altaroma, Shanghai Fashion Week and Mexico Fashion Week.
With an audience of teenage fans — especially across the U.S., China, Japan and South Korea — grappling with fear and anxiety caused by COVID-19, Cruciani said the Gen Z-friendly platform felt particularly right for the moment.“The language of TikTok is a great way to express our optimism as it engages both the models and the audience with a fun take on the presentation format,” the designer contended.
Don’t expect the usual “happy collection” peppered with floral motifs and colorful designs, though. Cruciani wanted to get rid of all stereotypes, with clothes bearing instead uplifting phrases in the form of embellishments, jacquard motifs and embroideries. “They become a manifesto of what we and our clients want to express,” the designer said.
The winds are changing as a new generation of creative types is embracing the more outspoken path — one marked by ruggedness and complexity, he mused. In 2016, the two forms of expression collided when Cruciani showcased his Army of Love collection during that year’s June edition of Pitti Uomo. Nazi uniforms were repurposed and covered in heart-shaped motifs as a means of “provocation, suggesting that if love had infiltrated society, probably some horrific tragedies in our history could have been avoided,” the designer recalled.
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