Born in Italy, Food, fashion, design and ancient seeds
Zahir Countryhouse - Contrada Eloro Pizzuta, Bucachemi, Noto (SR) - until 5 November 2020
To promote agriculture 2.0, with the recovery of ancient Italian autochthonous seeds and biodiversity, the sculptural clothes by Roberto Capucci photographed by Toni Campo are the protagonists of the 17 shots that have as a background the olive trees of the Parco dell'Anima di Noto and the new generation of custodian farmers. Fascinating and evocative images that combine tradition, design and fashion, excellences that historically distinguish the tangible and intangible heritage of Italy.fashion, excellences that historically distinguish the material and immaterial heritage of Italy.
Behind this project there is the desire to turn the spotlight on the need to safeguard treasures unjustly abandoned in our country, but with enormous yet unexpressed economic potential: the ancient Italian seeds: a heritage that also allows us to protect plant and animal biodiversity, which fully embraces the key concepts of sustainable development, in the name of innovation, accessible wellbeing and environmental protection.
A need felt more than ever in this period, so much so that on 30 September Italy and other 76 countries signed Leaders 'Pledge for Nature', the first document that establishes the formal commitment to reverse the course of biodiversity loss by 2030 with concrete actions that pave the way for a Global Plan for Biodiversity.
Also on this theme, the MAMA.SEEDS Consortium has recently been established, the first Italian Start Up founded by Alessia Montani to save the memory of ancient Italian crops, with the aim of obtaining regulatory recognition of the agri-food chain of ancient Italian seeds. : cereals, fruit and vegetables, wine and aromatic herbs.
The story of the phases of the agricultural processes of the ancient native seeds (still today handed down thanks to the activity of farmers) is entrusted to the lens of Toni Campo, who with his clicks manages to give prominence and importance to each element photographed: the workers, citrus groves, olive trees, secular almond trees, carob trees and the magnificent dresses by Roberto Capucci, precious creations of pleated silk taffetas that have made the history of Italian fashion.
The exhibition, conceived to be itinerant, will touch many Italian regions, and in particular in the Mediterranean areas.
Photo credits:
Art Director Francesco Palazzolo
Stylist Mauro Crachi
Hair and make Up Antonio Musumeci and Semmy Mele
