THEO ADAMS COMPANY, FOUNDED BY THE 28-YEAR-OLD LONDON-BASED VISUAL ARTIST, WAS HIRED FOR THE REVIVAL OF THE ITALIAN BRAND FIORUCCI.
With “The Resurrection” a pompous fashion party, the general visual brand’s profile has been reinterpreted according to an 70’s to the 80’s aesthetic. The performance has been immortalized with a video and a shooting that recreate a precise and strong identity of the brand’s background. The party is inspired by the Italian “Giallo” cinematic genre, and it is seen trough a contemporary vision, with the unmistakable musical soundtrack of the iconic Raffaella Carrà’s “Rumore” 1974.
Decorations and pailettes in a kind of Fellinian style, reminds us of the opening party scene in the film by italian director Sorrentino “The Great Beauty” (2013). Italian sound, also featured in the Oscar-winning director’s scene, creates a contrast and a originality that emphasize and surrealize the context, set in the oldest French restaurant in London, L’Escargot.
Green and red neon lights, a heavy hair and makeup along with the disco fever and some 80s details such as cathode tube tv, are the main features of this majestic party-preformance.
This particular aesthetic is also featured in a scene by the young Canadian film director Xavier Dolan’s “Laurence Anyways” (2012).
With The Resurrection, the company of the visual artist Theo Adams really brings the Italian brand to a new and contemporary light. It is often said that vintage aesthetics are the protagonist in re-launching and emphasizing the success of a brand and their image, along with the Italian vintage and iconic music taste that can reinterpret and enter the spectator into an unexpected context, bringing to life surreal images and moments.