Style, tradition and Italian flavors are mixed together to create Xacus Gusto, the new capsule collection by Xacus, launched at Pitti Uomo 88 fair and presented at Expo Milano 2015.
A new and original project which reinterprets the celebrity of Italian taste, not only as a stylistic and fashion trend, but also as a modern reinterpretation of the culinary art which characterizes Italy.
For the occasion and exclusively for Xacus ‘Gusto’ Collection, the brand established a lively partnership with three notable Italian chefs, whose mastery is internationally renowned: Massimo Bottura, Ernesto Iaccarino and Peter Leerman. The “cook artists” have created three particular dishes, photographed by Stefano Scatà, and then reproduced on Cotonificio Albini precious fabrics. Those fabrics with food design were used for the production of the new Xacus collection. The limited edition shirts will be soon distributed in the most prestigious showrooms.
Proving a great sensibility to current social problems, the company donated in this occasion the profits to ABA, one of the most important Italian association which deals with anorexia, bulimia and others food-related diseases.
A successful communication strategy, also due to the wide spread that food issue has had in recent times, culminating with the opening of Expo 2015 fair in Milan. Food and nutrition are the main protagonists of the fair, which aims to charm visitors and enhance the quality of Italian products.
The names of the new Xacus shirts evoke the three gastronomic creations. In the end, the shirts will be wrapped in a special package, which also include the history of the project and the idea behind each dish, and chefs’ activities. An original fashion-food idea, which brought into being three delicious and colorful finger foods, reproduced on fabric and transformed by the ability of Xacus in new and original models of shirts.
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