Over the past few years, technology has made many steps forward toward the discover of “touch”, but it is right also to find out how the advertising industry is going to give back centrality to the touch. It is obvious that the main classic media (TV, radio and press) can only do little to communicate the experience of touch, but it is interesting to see the creative efforts in order to convey a tactile sensation.

A recent example comes from Louis Vuitton that over the Christmas time made a refined multi-subject campaign wisely focused on the concept of craftsmanship. They are shots by Desirée Dolron, where the focus is not on the models’ body aesthetics anymore but on the act of creating.
They are pictures where the dominant black and a light on the face and on the hands allow to match the beauty of the models with creativity. The moves of the craftsman, if on the one hand amplify the qualitative and exclusive aspects, on the other hand can be interpreted as an invitation to the reader to search with his own hand the touch hidden behind the products of the best maisons. The visual shift from the cliché of the dressed models to the models “who do” is an evolution of the communicative style that we can’t rule out will inspire other brands too.

The hands of the craftsman are hidden in the Rolex campaign too for the woman model Oyster Perpetual Datejust Black, where the visual is dominated in first place by the gemmolog’s pliers who selects the best diamonds to set. The headline “every watch is a canvas to paint” suggests the theme of arts and crafts that come back to suggest that it is the uniqueness of the forger the distinctive element of high quality products. Tactile elements are present also in the last Trinity by Cartier campaign, to underline the uniqueness of who wear the jewel, through digital prints represented by a golden and diamond powder. The hands confer exclusivity and charm to it.

Often even the emphasize on details is an unvoiced invitation to touch. Many campaigns have a photographic approach so to underline the material characteristics of the products, or of some of their parts. The aim is to emphasize those textures that more than others invite to touch. Think of the Tudor Grantour Chrono caompaign, where the lights linger not only on the watch dial but also on the details of the watch band, the hot part, and the mechanical/technological area of the case. To sum up, luxury, craftsmanship and touch are more and more intertwined words also for the communication industry. A thematic area that does not have anything to share with the concept of ostentation, but far from real luxury.

Marco De Angeli, ABC

Italian version

Cartier, Boucheron, Chanel, Van Cleef & Arpels confirmed their presence.

Will follow AltaromaAltamoda from 31st January to 2ns February 2010.

Italian version

It represents one section of the auction house website that will allow the fans of vintage fashion to upload the images of the accessorizes so to be evaluated by Gucci’s experts and to sell the items through Christie’s.

Italian version

So, here is the complete calendar of the presentations:

Saturday 16th January 2010
WOOLRICH 10-19 Via Lombradini, 20
CESARE PACIOTTI 14-18 Via Sant’Andrea, 8
HAUTE 14-18 Via Sant’Andrea, 12
TRUSSARDI 1911 14-20 Piazza Scala, 5
FABIO INGHIRAMI 14.30-18 Corso Di Porta Romana, 3

Sunday 17th January 2010
ROY ROGER’S PRESIDENT’S 11-19 Via Sannio, 20
MALO 16-20 Via Archimede, 26

Monday 18th January 2010
AQUASCUTUM 9-14 Viale Luigi Majno, 17
BALLANTYNE 9-18 Corso Italia, 49
VALEXTRA 9-18 Via Manzoni, 3 – 1st floor
FRATELLI ROSSETTI 10-16 Piazza San Carlo, 2
BALLY 10-18 Via Bigli, 11/A
CAR SHOE 10-19 Via Spiga, 1
CHURCH’S 10-19 Via Borgonuovo, 16
LARDINI 11-18 Via Spiga, 48
MASSIMO SFORZA 11-20 Via Sant’Andrea, 3 – 3rd floor
FURLA MEN 11-19 Via Sant’Andrea, 18
ALBERTO GUARDIANI 12-18 Corso Venezia, 29
WOOLRICH WOOLEN MILLS 12-19 Corso Buenos Aires, 2
MOSCHINO MEN 12-17 Via San Gregorio, 28
CARUSO (FOR PRESS ONLY) 13-19 Via Rezia, 2°
GALLIANO 17-21 Via Sant’Andrea, 6
ROBERTO BIAGINI 17-21 Via Induno, 1
BRIONI 18-21 Via Gesù, 4

Tuesday 19th January 2010
BLACK FLEECE BY BROOKS BROTHERS 14-17 Corso Como, 10
MESSORI 14-18 Via Decembrio, 28

Italian version

How does the career of a shoe master begin?
As all things that are important, I also began designing shoes by chance. When I was young I wanted to become a set designer. I was literally in love with Visconti’s films and, especially, with the costumes. In 1971, through some friends from New York, I managed to submit my sketches to Diana Vreeland, the then news editor of American Vogue. She didn’t have a positive opinion of the costumes, but she was fascinated by the shoes. So she suggested me focus on the accessorize.
I followed her advice and here I am.
Anyway, the cinema is always in my heart.
My last collaboration was with Sofia Coppola, for hers Marie Antoinette.

But the “Manolo”, as they are called by the fashion victims, were born only a year later…
Yes. Bacj in London, in 1972, I met Ossie Clark with whom I created my first collection. I remember my dreadful first official issue. I made a shoe using 118 cm of silk and the outcome was awful. The models staggered on the heels, and I was convinced that that would be my first and last collection. Instead, the public and the press were very enthusiastic defining it a “very sexy pace”. I worked for some time with Clark and the shoe we designed together with cherry patterns is, up to know, still my best seller.

You experimented a lot with materials…
I am convinced that anything can be turned into a shoe. Year ago I used titanium, it was very pretty but it made the shoe impossible to wear, it was too heavy. I also had lots of fun while creating an ivory shoe. It retrieved the shape of a Greek column and it closed with chiffon…it was amazing but we sold only four pairs. I also remember a PVC stiletto encrusted with golden stones, created on purpose for the coronation of a beauty pageant winner.

Do shoes need to make a woman look sexy or to make her walk in comfort?
Obviously comfort comes first. Thanks to the skilful Italian craftsmen that make my shoes I managed to produce sexy shoes, with very high heels and comfortable at the same time.

How do you create “Manolo”?
My collections have always been hand-made, because I can’t use computers. Then I send my sketches to the model-makers and they turn them into shoes. I have an average of 300 samples per season, of which only 100 are put on sale. In order to satisfy the taste of all our clients throughout the world we keep the models and change the colours.

What is it that you really don’t like?
Definitely wedges, I find women with platforms not pretty. And I don’t like men shoes. I find them boring. I myself wear the booties that remind of the XVIII and XIV centuries shoes: they are priceless.

To conclude, a compulsory question: will Carrie be able to buy again a pair of Manolo after they have been stolen in a cult episode of the TV show Sex and the City?
I am sorry, but I don’t know it…I don’t watch that kind of TV shows.

Alessandra Iannello

Italian version

Caviar is one of the most luxurious food ever existed.
To make its product even more tempting, the Caviar House & Prunier suggests a new really exclusive packaging.

Name-branded by Yves Saint Laurent, the special packaging contains 125g of black pearls of the best quality to be savoured together with a glass of excellent champagne.

An original and very tasty gift idea that will satisfy even the most refined palates.

To purchase it, at the cost of 395£, you’ll have to go to Heathrow.

www.heathrowgiftlist.com

Italian version

From 16 to 19 January 2010, the Italian fashion capital will host the Milan Men’s Fashion edition, dedicated to autumn-winter 2010-2011 collections.
Either coloured or black&white, casual or elegant, accessories or minimal look, four days to discover all the previews dedicated to men.

Here the calendar of fashion shows:
Saturday, 16 January 2010
09,30 CARLO PIGNATELLI OUTSIDE – Via Turati, 34
10,30 ERMENEGILDO ZEGNA STAMPA – Via Savona, 56 A
11,15 ERMENEGILDO ZEGNA BUYER – Via Savona, 56 A
12,00 C.P. COMPANY – Via Savona, 54
13,00 COSTUME NATIONAL HOMME – Via Tortona, 58
15,00 JIL SANDER – Via Beltrami, 5
17,00 EMPORIO ARMANI – Via Bergognone, 59
18,00 BURBERRY PRORSUM – Via Melegari, 3
19,00 LES HOMMES – Via Meda, 24

Sunday, 17 January 2010
09,00 BOTTEGA VENETA – Via Privata Ercole Marelli, 6
10,00 FRANKIE MORELLO – Via Palermo, 10
11,00 GIANFRANCO FERRE’ – Via Pontaccio, 21
12,00 ROBERTO CAVALLI – Via Burigozzo, 2
13,00 SALVATORE FERRAGAMO – Piazza Affari, 6
14,00 VIVIENNE WESTWOOD – Via Turati, 34
15,00 NEIL BARRETT – Viale Alemagna, 6
16,00 GIULIANO FUJIWARA –  Via Pier Lombardo, 14
17,00 GAZZARRINI -  Via Burlamacchi, 1
18,00 PRADA – Via Fogazzaro, 36
19,00 JOHN VARVATOS – Corso Italia, 21

Monday, 18 January 2010
09,30 PRINGLE OF SCOTLAND – Via Clerici, 10
10,15 ENRICO COVERI – Via San Barnaba, 48
11,00 DIRK BIKKEMBERGS – Corso Italia, 58
12,00 GUCCI – Piazza Oberdan, 2/B
13,00 JOHN RICHMOND – Giardini di Porta Venezia – Via Palestro
14,00 ETRO – Via Piranesi, 14
15,00 BYBLOS – Viale Montenero, 55
16,00 CANALI – Via Savona, 56
17,00 VERSACE – Piazza Vetra, 1
18,00 MONCLER GAMME BLEU – Via Tortona, 58
19,00 ALEXANDER MCQUEEN – Via Thaon De Revel, 3
20,00 ALEXANDER MCQUEEN – Via Thaon De Revel, 3

Tuesday, 19 January 2010
10,00 DSQUARED2 – Corso Italia, 58
11,00 GIORGIO ARMANI BUYER – Via Bergognone, 59
12,00 GIORGIO ARMANI STAMPA – Via Bergognone, 59
13,00 ERMANNO SCERVINO – Via Manzoni, 37
15,00 ICEBERG – Via Palermo, 10
16,00 Z ZEGNA – Via Savona, 56 A

Italian version

The classic objects of desire – cars and boats, helicopters and design, jewels and watches – will light up for four days this enchanting spot of the Como Lake, but the real luxury of the event will be the donation of the proceeds, collected both from the contribution of the exhibitors and from the sale of the entrance tickets, to nationally and internationally renowned ONLUS.

E20 Como, the non-profit Association organizing the event, couldn’t put up but an initiative strongly charity-oriented: therefore, ethical luxury, sobriety and not ostentation, smart consume and no to wastes.

Therefore, it will those three ONLUS to benefit from the fund raise: AISM – Italian Association Multiple Sclerosis, FFS – Foundation for the research on Cystic Fibrosis and the Foundation Giacinto Facchetti for the study and care of tumors. On 6th December, during the closing ceremony, the funds will be handed to the representatives of the three ONLUS.

Italian version

There of, was created a three pens collection. The first sample “The Woman” is made of glossy black resin, with white-plated cap and engraving recalling the diva’s elegant style, while the red-gold clip contains an amethyst. This object is an homage to the actress’s cosmopolitan elegance and to the years she spent in Italy.

The second sample is called “La Diva” and represents the three Oscar awards she won: only three copies, in red-gold 18Kt with hand engraved floral motif and diamond rings on the entire surface.

“The Actress” ends the collection recalling the acknowledgement as non-protagonist actress, received in 1975, and because of this they only made 75 copies. It is white-plated and with red-gold cap with amethyst and diamonds, has engraved Bergman’s signature.

Italian version

It is a special edition, of only 50 items, characterized by the chromatic choice of the green dial/watch strap, personalized with Montenapoleone written on the bottom. Obviously all the style and construction codes of the Royal Oak Offshore collection are followed: the case is conceived of as to protect the mechanism from any external aggression; octagonal bezel with hexagonal screws; waterproof gasket visible between the case and the bezel; exclusive «Méga Tapisserie» dial; strap perfectly integrated in the case.

It is powered by the in-house 3126 self-winding caliber Audermars Piguet. Among its features: 60 hours power reserve due to the barrel-spring that, by supplying a longer-lasting constant force, increases the walking precision; the stability of the movement is further reinforced by the cross-through balance bridge. The balance is also fitted with eight inertia blocks enabling extremely fine adjustment, while a 22-carat gold ball-bearing mounted rotor ensures bidirectional automatic winding.

To sum up, a fine watch, appreciated by the most demanding collectors and to them dedicated.

Paolo Gobbi

Italian version

Victoria’s Secret chose the wonderfully beautiful 31-year-old top-model Marisa Miller to introduce to the public the most precious bra of the year.

The name of the model is “Harlequin Fantasy Bra” and to realize it, it took about 800 hours. It is entirely inset with 2.300 diamonds, 22 rubies, and a 16 carat heart-shaped pendant. The exclusive edition produced only 150 exemplars. This piece of high luxury is worth 2.2 million Euros.

The collaboration with Damiani continues, and it is not the first time that the American maison attempts such a challenge.
The record, still to be beat, as “most expensive bra” dates back to 2001. It was worth 12.5 million Dollars and top-model Heidi Klum was the one to wear it.
Last year, the honour to wear the extra-luxury underwear signed by Victoria’s Secret went to Brazilian model Adriana Lima.

Italian version