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'Play On Extremes' for spring/summer 2010 trends

Jan '09
The presentation of Spring/Summer 2010 Trends for Moda In, Ideacomo and Prato Expo was held in Milan, October 30, 2008.

“While everything tends towards the extreme, even by means of an experience where extremes come into contact in a subtle well-connected play, we of Moda In prefer to unify, share, simplify and are proud of it. We often delight in non-conformism, while excelling in anticipating guidelines for our exhibitors”, explains Alberto Jelmini, one of the most active supporters of Milano Unica.

Extremes are the subject, verb and direct object of our times. According to sociologist, Beppe Di Donna, whose opinion counts when it comes to trends, “our society has become more difficult to stimulate and therefore everything is resorting to extremes to be noticed, experimented and selected”.

The technical interpretation explained by Angelo Uslenghi and the Creative Team is in line with this social perspective and evidences a positive Play note where soothing words appear: Fragility and Force, Naturalness and Technology, Moderation and Excess. The sober minimalist current is characterized by the contribution of advanced technology and organic materials that imprint incisiveness and character. The decorative, maximalist current portrays joyous spectacularity but also subdued and shaded forms.

The four themes proposed are:
Techno Essentiality – Unusual simplicity enriched by energetic stimuli
Light Richness – Lightening intervention for complex elaboration
Chic Dynamism – Bio resources evidence modern activism
Decor Show - Traditions and fantasy for spectacular effects

The highlights of the season are freshness and lightness from silky filaments and natural vegetable fibers with techno accents. Gentle and sophisticated new vintage on rich, elaborate materials. Crispy, starched handle is suitable for products that sculpt and create volume. Mix & match of different motifs produces unusual effects of fusion and overlapping. Refined, intricate accessories, either tone-on-tone or in striking contrast, complete the collections.

The Trend Presentation is enriched by the display of four traditional panels that have been entitled: Trend Directions. An integral part of the video production process, the panels are constructed using fabric and accessory prototypes of artisan production, developed by the Creative Team.

Moda In

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