Controra Fashion Club

I realise that the success of this project relies heavily on the people who will accompany me throughout this journey. And by ‘success,’ I’m not talking about seeing my face on the cover of some major national newspaper, or Harry Styles coming to the inauguration and then serenading me (that would be watermelon-sugar sweet though).

To be honest, at this point I am not really worried about it being a complete/partial/semi (un)success or not. I am worried about being able to find the right people. How am I going to do that?

These are some of the things I’m doing/planning on doing in order to find artists I could work with:

• I joined the UAL Founders and Freelancers channel on The Dots;
• I plan on designing and printing out some flyers to hang on campus;
• I’d like to organise a workshop with a few digital artists, asking them to create designs inspired by some stories/images I will have shown them beforehand (maybe?) (all to be decided/scheduled).

Good enough? Probably not. We’ll see!

Will update.

Through a personal acquaintance, I reached out to someone in the Regional committee (tourism and events) who is currently looking for and working with local businesses who can provide input on the current Puglia place branding, reflecting on both its strengths and weaknesses. Great timing for me!

I submitted my proposal to her asking for feedback and advice, specifically in terms of applying for regional funding opportunities, and also offering to collaborate on future projects.

Today, incidentally, I also came across a very interesting initiative advertised on LinkedIn, and other platforms, by the Regione Puglia. It’s called Puglia365, a project that will see members of the regional committee traveling around Puglia to meet with and talk to people to understand what the future of the region might look like, in terms of cultural initiatives, marketing strategies, branding, tourism, etc.

I think this is an excellent opportunity to think about how Puglia is perceived by the rest of the world, and how to reach out to young people and make them fall in love with everything the region has to offer. Not only natural beauties but also a rich history and tapestry of voices and stories. I am going to try and find a way to be part of this change. First of all, let’s see what she has to say and work from there. Meanwhile, for Project 6, I will need to clarify (to myself, first of all) what I want to achieve with this project (what, why, how, and what-if), and think of a first intervention to test my ideas.

I don’t have much time, but I’m already thinking of a possible intervention that I can at least plan.

home

Yesterday I had the chance to talk to someone, an old friend, who used to work for organisations like Libera, has a deep love for and understanding of our region, and has seen many interesting projects through completion.

I told him about my idea, to utilise wind turbines as artistic canvasses, and he provided incredibly useful input. For instance, he thinks I could potentially secure some funding if I applied for any of the grants offered by the Region, submitting my proposal.

I think I am now going to focus more on the artistic and cultural side of things, and integrate the social side as things start happening. My research question is therefore changing, but I also feel closer to having a clearer idea of what it is I want to do.

The next project, Project Six, should help me reach more clarity as I will have to write down my ‘what, how, why and what-ifs’.

To answer these questions, I really need a moment to think about what I am trying to achieve, and build.

How tall? How sturdy? How many legs? Wood or clay? Who’s buying it? Who wants it? Who needs it?

Less idealising what the future might look like, should I be successful – renouncing the sweet taste of my champagne illusions and cigarette daydreams – and more analysing this present situation I am living and breathing in. With all its obstacles, advantages, possible stakeholders, and people I should start emailing because I am an ambivert millennial who doesn’t call unless strictly necessary.

In other words – what can I practically do right now to give shape to my ambitions, putting aside my desire and low-key obsession with wanting to be successful and – I am not embarrassed to admit (okay maybe just a tad) – make my parents proud?

They say confusion is perfectly normal at this stage, and I have a feeling it will be a faithful journey companion. I am, however, also trying to embrace it (something else they say we should be doing). I genuinely hope that from the ashes of this confusion something beautiful will be born. Something that I can be proud of, and truly call mine. If not a phoenix, an animal yet to be discovered.

How can I utilise creative forms of storytelling to give more visibility to businesses, artisans and organisations from my region?

Dior’s creative director, Maria Grazia Chiuri, chose the city of Lecce for the brand’s first fashion cruise in Italy.

The collection incorporated and paid homage to some of our local customs, folklore, music, and ancient traditions – embroidered on each dress the words “Amando e cantando” (“loving and singing”), motto of Fondazione Le Costantine, who provided the fabrics.

Models wearing headscarves (‘fazzoletti’), flowy silhouettes conjuring up the image of the twirling skirts worn by dancers performing ‘pizzica,’ as well as earthy colours reminiscent of the deep connection between the land and its (proud) people.

Italian influencer Chiara Ferragni was one of the celebrities who attended, with her tour around Puglia being featured on Dior’s official website.

By creating a successful blog dedicated to fashion, ‘The Blonde Salad,’ Chiara was a pioneer in harnessing the power of social media, now also showing what it can do for a territory, contributing to reshaping its image.

This is why I have been taking this event as a successful example of what happens when the stories and traditions of a territory meet innovation and storytelling.

In this case, storytelling through clothes and precious garments. A fashion show that became an occasion to promote not only the brand’s vision, perpetuating its legacy, but also the land hosting it, and offering itself and its beauties as more than a colorful background.

Sources:

https://www.dior.com/it_it/moda-donna/sfilate-pret-a-porter/collezione-cruise-2021

https://bari.repubblica.it/cronaca/2020/07/23/foto/dior_a_lecce_abiti_modelle-262684344/1/

Con-tró-ra /kon’trora

In Southern Italy, controra is that time of the day, between noon and 5pm, when everything slows down, time stands still, and the streets smell of coffee.