Milan, Florence and Rome: three of Italy's most beautiful cities will receive an extra touch of glamour at Vogue Fashion’s Night Out. The event is a brainchild of Franca Sozzani, Editor-in-Chief of Vogue Italia, who is also known as the Pope of Italian fashion. Now in its fourth edition, the Vogue Fashion’s Night Out is a date that brings together some of the world’s leading stylists and the talented designers of the future. However, it is not only the opportunity to celebrate fashion. On 6 September, the city of Milan hosted an exclusive presentation of the new ‘collection’ produced by Lavazza in collaboration with six of Italy's top designers: Moschino, Marni, Cavalli, Versace, Missoni and Etro.
Lavazza ¡Tierra! Limited Edition is the name of this ambitious, innovative project that is underlining Lavazza's commitment: “For over four generations, my family has seen corporate social responsibility as one of its main objectives," emphasised Francesca Lavazza, the company's Corporate Image Director. “Our involvement with the Fashion 4 Development project marks another step forward in Lavazza’s consistent, targeted support in the field of sustainability and identifies common ground between coffee and fashion, two worlds which have shared objectives and lots of things in common."
Lavazza and fashion: a tried-and-tested alliance that will continue to improve the living conditions of less-favoured populations in coffee-growing countries, thanks to this project. After Honduras, Peru and Colombia, this year the project involved communities in Brazil, India and Tanzania.
The people, landscapes and flavours of Tanzania provided the inspiration for the six Italian fashion designers who have designed and "dressed" the Lavazza ¡Tierra! coffee tin.
Marni’s black-and-green tribal prints and ivory background, the hidden Nature you don't see at first glance by Cavalli, the popular, contemporary reinterpretation of Baroque by Versace, and the jute coffee bags which inspired Missoni are some of the ideas used on the 6 exclusive coffee tins showed at the Vogue Fashion’s Night Out 2012 (Milan-Rome-Florence).
50% of the proceeds will be donated to Fashion 4 Development, a UN partner organisation which uses fashion as a way of developing strategies for women assertion and independence.
Lavazza ¡Tierra! Limited Edition in the words of the six illustrious names from Italian fashion:
“A charitable initiative for Africa, the great Motherland. The idea of a female gorilla as the ambassador of this cause came to me naturally: it's a symbol of absolute power, but also fragility, that well expresses the struggle for the land, and the work we all have to do to support Nature and safeguard its fragile equilibrium. Our roots, our histories and our very lives are at stake.”
“For this project I took my inspiration from Africa, directly reflecting Lavazza's sustainability programme. For the tin, I chose a designer print with black and green tribal patterns on an ivory background. The bright orange lid is in strong contrast, evoking the brilliant shades of traditional African costumes.”
“Baroque, reinterpreted in a popular, contemporary style, is what best expresses my vision of Versace today. This was also my inspiration for the Lavazza project.”
"Waking up from the torpor of our comfortable lives and opening our eyes to the rest of the world without letting everyday life make us lethargic. To my mind, the Lavazza Tierra project spells hope for "clean" work, by reminding us that we can, and must, do something. Ethical, socially-responsible coffee wakes up the body, and in this case necessarily also the mind!”
“My prints are always inspired by my photos, and my clothes are inspired by my prints... I like hidden nature, what you don't see at first glance... the Tuscan countryside full of plants and flowers and Mediterranean landscapes give me emotions that I then transfer to the clothes and objects I create.”
"It was an immediate association: it's a fabric from 1971 that I've always loved, a pattern that is instantly Missoni and also has a very textured feel, and evokes the jute used to make coffee bags".