Overview on architectural trends on fashion and print design, the language of the body as mean to comunicate emotions, attitudes and messages. Is the de-materialisation of the retail system only the beginning of the "cloudisation" of the garments?

2. FROM THE BODY TO THE CLOUD:
FASHION & VIRTUAL REALITY
IS NOT A NEW THING

3. Milano privileged & confidential30/10/193
LECTURER
FIORETTO FRANCESCO • Istituto Marangoni Shanghai,
Director of Education
Francesco Fioretto studied Design and Visual Communication
at Politecnico di Milano. Since 2010 he has been working as
a freelance art and creative director for fashion and luxury
brands in Paris, redesigning their identity and extending their
communication strategies to digital spaces.
Since 2016 he has worked as creative director of Faux Q
Magazine, an independent print fashion and art magazine. He
is specialised in narrative photography for still life and fashion
editorial shooting as well as film and interactive motion
pictures. He redesigned the identity of the Studios Rouchon
Paris, and their avant-gardist digital appzine Hardi Magazine,
a fully iPad interactive magazine.
Francesco joined Istituto Marangoni Paris in 2014 as Graphic

4. LONG TIME AGO

5. LONG TIME AGO

6. STYLE ANALYSIS
SHORT METHODOLOGY
6

7. 7
STYLE ANALYSIS
OBJECT CONTEXT

8. 8
STYLE ANALYSIS

9. 9
STYLE ANALYSIS
OBJECT CONTEXT

10. 10
STYLE ANALYSIS
TIME

11. 11
STYLE ANALYSIS
LINEAR

12. 12
STYLE ANALYSIS
CIRCULAR

13. 13
STYLE ANALYSIS
CYCLICAL

14. 14
STYLE ANALYSIS
PSYCOLOGICAL

15. 15
STYLE ANALYSIS
PSYCOLOGICAL

16. 16
STYLE ANALYSIS
DYPTHIQUE

17. 17
40s / 50s / 60s / 70s / 80s / 90s
STYLE ANALYSIS

18. 18
40s / 50s / 60s / 70s / 80s / 90s
RICHARD
AVEDON

19. 19
40s / 50s / 60s / 70s / 80s / 90s
1948

20. 20
40s / 50s / 60s / 70s / 80s / 90s
1954
1950

21. 21
40s / 50s / 60s / 70s / 80s / 90s
1967

22. 22
40s / 50s / 60s / 70s / 80s / 90s
1974

23. 23
40s / 50s / 60s / 70s / 80s / 90s
1986

24. 24
40s / 50s / 60s / 70s / 80s / 90s
1996

25. 25
40s / 50s / 60s / 70s / 80s / 90s
1996

26. BODY LANGUAGE:
EXPRESSION AND SHAPE
26

27. 27
1858 / CHARLES FREDEICK WORTH

28. 28
1890 - 1910

29. 29
1890 - 1910

30. 30
1920

31. 31
1930

32. 32
1940

33. 33
1940

34. 34
1950

35. 35
1960

36. 36
1970 A

37. 37
1970 B

38. 38
1980

39. 39
1980

40. 40
1990
LUIGI PIRANDELLO
1912
UNO, NESSUNO CENTOMILA

41. 41
2000

42. 42
BODY LANGUAGE

43. 43
BODY LANGUAGE

44. 44
BODY LANGUAGE

45. 45
BODY LANGUAGE

46. 46
BODY LANGUAGE

47. 47
BODY LANGUAGE

48. 48
BODY LANGUAGE

49. 49
BODY LANGUAGE

50. 50
BODY LANGUAGE

51. 51
BODY LANGUAGE

52. 52
BODY LANGUAGE

53. WE ARE FLESH, BONES AND PIXELS
53

54. 54

55. THE METABODY
55

56. 56

57. 57
BLOW UP, MICHELANGELO ANTONIONI, 1966

58. IN CONCLUSION
58

59. ALL REALITY IS THE RESULT OF A
PERCEPTIVE PROCESS OF
STREAMING
THERE’S NOT REAL AND VIRTUAL
THERE ARE EMPTY CONTENTS
AND THOUGHTFUL ONES
59

60. 60

61. THIS IS THE END.
ANY QUESTION?
61

62. THANK YOU