Whether it's the muse of inspiration or the creator, women have always played an important role in creative industries such as art. The image of women in different eras can even become the key symbol of the inheritance and transformation of the humanistic spirit in a period of history. This has also made the fashion industry's creation and discussion of women's issues always keen to draw inspiration from the vast art system. In the context of the explosion of women's issues, the fashion industry seems inexhaustible in the face of countless artistic treasures around the world.
But looking at the present, as the fashion industry that benefits the most from the art field and women's groups, how to really make good use of the nutrients of art and continue to bring multi-dimensional influences to contemporary women from image to aesthetics, from independent spirit to self-worth, rather than just as a communication strategy or reference? This will be a long-term issue for the fashion industry to think about.
Based on this, GIADA, a luxury brand born in Milan, Italy, in 2001, held its first GIADA Academy in Beijing on January 8, which brought an answer to the current era of women's issues. In an interview with WWD, He Zhifei, deputy general manager of GIADA Greater China, said: "The GIADA Academy marks that the brand development has entered the third stage after product and cultural construction, and everyone has come together because of GIADA, but in the GIADA Academy, the brand has disappeared to some extent, and more women can see the wider world here. ”
From literary giants such as Dante, Petrarch and Giovanni to the well-known Three Masters of the Renaissance, Italy has always had a pivotal voice in the world, whether in the field of literature or art. Among them, the humanistic spiritual transformation from theocracy to human rights and the awakening of women's consciousness have brought key changes to traditional social norms and gender equality issues.
Born in Italy in 2001, GIADA, a luxury brand, has been closely connected with Italian culture and art since its inception, and presents a female image with an independent spirit and self-worth with minimalist, modern and elegant fashion as a carrier. On January 8th, giada held the first GIADA Academy with the theme of "Seeing the World better and understanding beauty", which is based on the humanistic spirit and liberalism of the Renaissance, inviting 6 female representatives who have made extraordinary achievements in art, architecture, photography and other fields to present the diverse complexities of women's power in different historical fragments and art forms throughout the GIADA Talks from the Renaissance to the 21st century, bringing inspiration and influence to a wider range of contemporary women Through humanistic portrait photography and experience workshop activities, it further reflects the "One More" concept of this GIADA Academy to open a window for women.
GIADA Academy
In the GIADA Talks session that first kicked off on the morning of January 8, Jia Dongting, assistant editor-in-chief of Sanlian Life Weekly and executive editor-in-chief of Sanlian Middle Reading, said: "A major core of the Renaissance is humanism, centered on people, not god-centered. In the revival of human nature, women are not willing to be only a silent class, and under the influence of the Decameron, which can be called the manifesto of the Renaissance, women's consciousness began to awaken. ”
As the first guest of GIADA Talks, art historian and writer Zhang Yuling, taking Titian Vecellio," a representative painter of the Venetian School of painting in the late Renaissance, as the starting point, took titian Vecellio's "Venus of Urbino" as the starting point to discuss the evolution of gender consciousness of "male gaze" and "female gaze". Zhang Yuling said: "This painting shows the beautiful and plump body and posture of women, which satisfies the viewing experience of male audiences, so when it comes to male gaze, this painting is always mentioned." It cannot be said that Titian did not satisfy the male gaze when creating this work. ”
Art historian and writer Zhang Yuling
This "Venus of Urbino" has been called a masterpiece of history that responds to the male gaze, and has since inspired countless future generations, including Manet's Olympia, etc. "When we gaze at the woman in the painting, she is also looking back." When sharing more works that reflect the male gaze, Zhang Yuling also mentioned that in more and more works of art, women are also expressing their resistance power, "just like the well-known Olympia, she has power, she is cold, rejecting, she is no longer a pandering performance." 」 ”
Through the balance of aesthetic rights of men and women in paintings in different historical periods, all the guests present further realized that art is not only the presentation of beauty, but also represents the awakening of female consciousness and the rise of female power under the social transformation of gender aesthetic equality, Zhang Yuling said: "When the exchange of two aesthetics and the balance of two gazes, 'being seen' means being concerned and aesthetic, and can become a thing that gives mutual motivation and pleasure to each other. ”
Qi Shanshan, founder and lead architect of STUDIO QI Architects, launched a women's issue of "opening perception with architecture" through professional growth experience. As a female architect, Qi Shanshan mentioned that she has also encountered some gender dilemmas defined by society, such as many people will add qualifiers such as "beautiful architect" and "Harvard beautiful architect" when introducing themselves. But Qi Shanshan believes: "We have enough confidence to compete with men on the same stage, and at the same time we cherish the unique texture of 'women', and our body and identity can bring us a lot of energy." I grew up learning to dance, piano, and playing on women's softball teams, all of which triggered my perception of the body and space. ”
Founder and lead architect Qi Shanshan of STUDIO QI Architects
In addition to the perception of great architectural works such as Francesco Polomini's Church of San Carlo, Qishanshan also mentions her ability to perceive as a female viewer, such as every time she sees the wonders of "no regrets in this life" such as Nangaba Peak, she can feel the powerful nature and infinite energy. But she found that many people who have lived in the city for a long time around them, travel for them is not to take pictures, or rush to the next place, in the face of the once-in-a-millennium spectacle, more and more people silently choose to turn a blind eye. "I realized that there are very few people who are really looking at the scenery and talking to the magnificent scenery of the sacred mountain. Or maybe people have generally lost a sense of visible ability," Qishan said in a GIADA Talks session.
Therefore, from works such as Songzan Lai Gushanju and Anzhi Ruosu Mountain, Qi Shanshan, as an architect, has always hoped to help more people gain the ability to "see" in architecture and space through his perception of the body and space. This also coincides with the theme of the GIADA Academy "Seeing the World and Understanding Beauty Better".
In addition, in the GIADA Talks session, artist Jiang Jie, professor of sculpture at the Central Academy of Fine Arts, Chen Jie, producer and co-founder of Yixin Entertainment, and photographer and artist Feng Yu presented different female spiritual outlooks on the artworks of different historical fragments, and through their professional experiences and life experiences in different fields such as sculpture, film, photography, etc., shared with the guests the diversified complexity of contemporary women's power and brought inspiration to the wider female group.
Artist and professor of sculpture at the Central Academy of Fine Arts
As the last guest to share, Xiao Xue, a Chinese fashion and lifestyle opinion leader, took "A Dress: Elegant Art to Art" as the theme of "A Dress: Elegant Art to Art" in GIADA Talks, recalling the stories and realizations of those fashions who had deep contact with each other in the process of growing up in career and family, and recording their stories and experiences at different stages of life. She believes that these profound clothes play an important role in "the first business card", "the documentary of life" and so on.
6 different female mental outlooks, 6 careers and growth experiences project a variety of complex female forces. Through a series of sharing and interaction of the GIADA Academy on January 8, it is not only a new attempt to reflect the strength of the brand and present the brand image, but also a signal released to the fashion industry "in the third stage of brand development" - the added value of luxury goods, which is no longer limited to a series of content marketing around the history and traditional values of the brand, and the paintings, sculptures, architecture and other cultures and arts that have long brought inspiration and creativity to the brand can also be exported through the knowledge of professional scholars and creative workers. Presented as a more intuitive open course, it gives spiritual nutrition to a wider number of women, and to some extent makes luxury brands a cultural and artistic platform.
Based on this, as the beneficiary of contemporary women, in such a new world to obtain knowledge input and spiritual strength, but also to become a more symbolic, more contemporary carrier of the brand, is a win-win move for women's aesthetic education and brand management. Those GIADA women from different industries such as cultural investment, fashion and art have become a group of the most representative group portraits, and they are willing to obtain higher quality of life and aesthetic intelligence from art and cultural knowledge. On the day of the event, in addition to shooting and experiencing the experience itself, they are also keen to talk about the life conditions and life experiences related to them.
Portrait of photographer and artist Feng Yu
In the future, GIADA Academy will also be an annual brand activity to further form an online and offline continuous promotion plan, continue to dig into the theme of GIADA Workshops in more than ten cities in China such as Qingdao, Hangzhou, Guangzhou, Chengdu, Xi'an, Shanghai, etc., and hold community experience activities related to art and aesthetics in different cities every month. Let the influence of GIADA Academy penetrate into various regions to form a logo brand IP. He Zhifei, deputy general manager of GIADA Greater China, revealed to WWD: "In the future, GIADA will do many small workshops in different cities for a long time, and explore a specific topic in depth. In addition to GIADA's Italian cultural genes, such as in Hangzhou or Chengdu, we will also combine local urban cultural characteristics. ”
As the first GIADA Academy held in China, it not only found a new way to integrate art and fashion, but also launched a series of knowledge sharing and experience workshops focusing on art and aesthetics in an era of women's issues, opening up a new world for contemporary women outside of career and family. This is also the core concept "Art to Art" that GIADA has always adhered to from the fashion itself to cultural and artistic projects, and has been presented in countless GIADA Ladies who are intellectual, introverted, and control life with a gentle core, with independent thoughts and free souls.
Fall/Winter 2021 Collection Andi Coat
For example, Andi Coat and Timeless Coat, the most aesthetic identity of the GIADA brand, are the presentation of milan, Italy, a city full of artistic atmosphere and creativity, of which Andi Coat was born in the GIADA Creative Center of Sant'Andrea, Milan, Italy, and got its name. As a female name, Andi has beautiful meanings such as bravery, resilience, and courage in ancient Greek, and GABRIEle Colangelo, creative director of GIADA, believes that Andi Coat embodies two DNA elements of GIADA: simplicity and elegance, "smooth structure, multiple interpretations of different fabrics, giving GIADA women gentle strength in every season and every occasion." ”
In recent seasons of the new series, Gabriele Colangelo is also adhering to the Italian genes of GIADA, as well as the life aesthetics of GIADA Lady, adding more bright and flowing colors to the brand aesthetics through richer categories such as classic coats and suits, as well as more flexible combinations such as suits and pants, reflecting more diverse and complex feminine characteristics in the contemporary context.
GIADA Spring/Summer 2022 Collection
On March 1, 2021, GIADA launched its Fall/Winter 2021 collection at GIADA House at 15 Montenapoleone Avenue, featuring photographer Paolo Roversi, known as the "Raphael of photography." The sumptuous classic silhouettes and tough details, the original colors of the textiles and the bright colors that symbolize independence and freedom are presented at GIADA House in the form of a photographic art exhibition. While giving fashion a texture of light and shadow, it also strengthens the brand concept of "Art to Art".
The same art representation includes a new exhibition format for the Spring/Summer 21 collection, themed "Explore GIADA House", designed by Italian space designer Giuseppe Silvestrin, or several fashion shows at the Brera Library in Italy.
GIADA at the Brera Library in Italy
Host the Spring/Summer 2022 Fashion Show
In addition to fashion, fashion shows, and the first GIADA Academy, GIADA's artistic achievements and investment as a fashion brand can also be reflected in the long-term cultural and artistic cooperation projects since its inception, and the business strategy of expanding the brand's business into a broader field of art design and lifestyle, including the world's first brand space that integrates high-end catering and luxury retail, GIADA Garden, and the lifestyle series "GIADA by" launched by the Italian furniture brand Giorgetti", as well as the art concept space in the global flagship GIADA House, etc.
He Zhifei, deputy general manager of GIADA Greater China, also introduced GIADA House to WWD in an interview: "In the GIADA House at 15 Napoleon Avenue in Milan, half of the exhibition area is not retailed. The exhibition changes according to the theme of each season. We announce the theme of each season to the local art and design academies in Milan, young artists create according to the theme of each season, and selected works are exhibited in the exhibition area on the first floor of the GIADA House. In addition, He Zhifei also revealed to WWD that the brand is preparing for upcoming cooperation with the art museum and will provide support to more young Chinese female artists in the future.
On June 7 last year, the brand also unveiled a limited-time exhibition with Claudio Silvestrin, the father of European minimalist architecture, in GIADA Garden, and held the premiere of "The Becoming of a Virtuoso: Claudio Silvestrin", the first film in the "Art to Art" series at the China World Hotel; on the occasion of the opening of GIADA House, GIADA He also co-organized a Tribute to Music concert with the Bibliothèque Nationale de Brera in Milan, reflecting on italian classical culture and art.
GIADA was held in Palace Central
"Art to Art Mirror Outside" themed art exhibition
Since 2017, at the end of each year's fashion show, GIADA has donated to the Brera National Library to dedicate itself to the renovation of this historical temple and the protection of the historical and cultural heritage of mankind, and in September 2018, in order to celebrate the official completion of the GIADA Greater China flagship store in Beijing's Wangfu Central, the 2019 Spring/Summer Fashion Show was recreated at the Wangfu Central Serpentine Art Museum, and the "Art to Art Mirror Outside" theme art exhibition was also launched in line with the brand concept. The core concept of "Art to Art" in the brand from ingenuity to communication content is expressed through the method of image creation.
From the establishment of the brand in 2001 to its entry into the Chinese market in 2005; from Andi Coat to Timeless Coat; from concerts in GIADA House to the premiere of the "Art to Art" series; from the National Museum of Brera in Milan to the Serpentine Gallery... WITH A consistent cultural and artistic strategy, GIADA is inspiring and influencing more and more women, presenting a more diverse and complex contemporary women's spiritual outlook.
GIADA Academy Experience Course
And the first GIADA Academy, which has just ended in Beijing, will also become a new starting point for the core concept of the brand "Art to Art", as it spreads out in more cities in China, perhaps as He Zhifei, deputy general manager of GIADA Greater China, said, to some extent, the brand has disappeared, and more and more women have seen the world and learned more about beauty, using the energy from GIADA to create a new female world. WWD
Content Planning Huayi Tomorrow Fashion Content Center
Interview, writing yalta
Image source GIADA brand official