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by gentucca bini
The new project of Gentucca Bini is a fashion collection that comes from careful analysis of the historical, social and economic context. It returns to the concept of ‘design thinking’, a recently theorized phenomenon, but one with its roots in everyday life: it means designing beyond the product, calling memory into play to restore its value and its perception. A gesture already applied in history to art, design, architecture. It is the need that led to the birth of fashions toward the end of World War II, when women began to alter existing clothes, out of necessity, but also to reclaim a sense of irony, to rediscover the pleasure of playing with things. Relabeling is a gesture of renewal and evolution. Superimposing her style on another label, different for every season, in a prèt à porter collection, Gentucca restores life to collections that are out of vogue, and restores value and ethics to the product through re-design. by-project.com.