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Stefano Tonchi, Thecorner.com Team Up

The Italian high-end e-tailer and W’s editor in chief teamed to launch a special project unveiled with an event held on Wednesday in Florence.

Two unique ventures were presented in Florence during Pitti Uomo this week.


Italian high-end e-tailer Thecorner.com and W’s editor in chief Stefano Tonchi teamed to launch a special project unveiled with an event held on Wednesday at Florence’s Palazzo Ricci-Altoviti.


Tonchi was inspired by Giovanni della Casa’s treatise on polite behavior, “Il Galateo overo de’ costume,” to create “De’ (Millennials) Costumi,” a style guide addressed to the so-called Millennials. The project associated 10 words defining contemporary culture — globalism, personality, versatility, unicity, readiness, ubiquity, innovation, sustainability, comfort and velocity — with 10 iconic men’s wear staples. These include a white shirt, a scarf, a classic pair of jeans, a pair of handmade shoes, a three-piece suit, a leather biker jacket, a padded waterproof raincoat, a jacket made with recycled plastic bottles, a cashmere tracksuit and a travel bag.


“People use to say that the Millennials are badly dressed,” noted Tonchi, who also created a special video on the project. “So, this guide highlights those garments which can be considered the archetypes of men’s wardrobes all over the world, from East to West.”


On Thecorner.com, the guide leads to different shopping pages, each dedicated to one of the key pieces included in Tonchi’s guide.


“This project perfectly reflects our way of creating entertainment around the concept of shoppability,” said Yoox founder and chief executive officer Federico Marchetti. Yoox owns Thecorner.com.


To celebrate the partnership, Thecorner.com and Tonchi transformed Palazzo Ricci-Altoviti into the ideal house of a typical member of the Millennial generation, where actors wore the 10 staples identified by Tonchi.


Also on Wednesday, Italian department store La Rinascente launched a capsule collection realized in collaboration with Florence’s fashion and design school Accademia Italiana and United Nations Fashion 4 Development.


In particular, five newly graduated students from the Accademia Italiana — Claudia Brunori, Francesca Micciullo, Giulia Parodi, Daniele Santoni and Valentina Zinna — had the opportunity to design and produce a small women’s wear collection for spring 2014. The capsule, which has been produced by an African manufacturing company based in Ethiopia’s Addis Ababa and selected by Fashion 4 Development, is currently available at La Rinascente’s stores in Florence and Milan.


“This project is in line with our strategy aimed at encouraging students’ creativity and putting them in contact with the market,” said La Rinascente creative director Tiziana Cardini.

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