Waste, Alia shows 30 Second Life works

Florence, 11 June 2024 – In conjunction with the Pitti Immagine men’s fashion show, Alia Multiutility, in partnership with Florence Fairpromotes a special event with the artistic exhibition linked to the third edition of the contest ‘Second Life, everything adds up’. The goal, he says Alia, is to “raise public awareness of the importance of sustainability in all its forms and in the most diverse contexts, including that of fashion, a global industry which, thanks to its influence and visibility, has the great responsibility of promoting good environmentally friendly practices and always reducing plus its own environmental impact”. The inauguration took place in the lemon house of Villa Vittoria at the Palazzo dei Congressi where from 11th to 14th June and then from 19th to 21st (9am-6.30pm), visitors will be able to admire 30 works (selected from over 130) created by young Italian and foreign artists, who wanted to explore the profound connections between art and the defense of the Planet. The initiative, included in the official calendar of Pitti Uomo 2024 and in collaboration with Firenze Fiera, which for some years now has launched an autonomous cultural program with a rich calendar of events, showcases not only the emerging talent, but also underlines the The crucial importance of sustainability in fashion and contemporary art. A theme towards which ‘Second Life’ has shown attention since the first edition, so much so that in the exhibition at Villa Vittoria, together with the 30 works of the 2023-24 edition, the work by Mariarita Ferronetti entitled ‘No One Should Die for Fashion’, created with the practice of embroidery, winner of the first prize of the 2021-2022 edition. A work that launches a powerful cry of alarm on the impact of fast fashion and which has therefore been fully included in the new exhibition, in which the winners of the last edition also stand out: Sofia Salerno, Federica Mariani and Leonardo Cardamone. “The link between fashion, art and sustainability is intrinsic and powerful. When art and fashion come together for a common purpose, as in this exhibition, they create a dialogue capable of motivating and inspiring change – comments Lorenzo Perra, president of Alia Multiutility – For the young artists participating in this exhibition, exhibiting their works during Pitti Uomo represents an unprecedented opportunity. Pitti Uomo is a global event that attracts the attention of media, industry professionals, influencers and enthusiasts from all over the world.” .