Of all the amazing things we saw at Pitti Uomo, the most noteworthy had to be a sneak preview of Isaia's equal parts impressive and ambitious new S/S 13 marketing campaign, "The Making Of." Never before has a brand gone this in depth in detailing what goes into the process of creating an entire collection. Sure, we've seen more factory tours than we'll ever remember and the various minute promotional videos that pop up from time to time, but we have never been privy to the complete step by step breakdown of what exactly happens before getting hands on with the actual clothing at tradeshows, press previews and in store until now. Rolling out in 5 distinct chapters, starting today and culminating July 24th, "The Making Of" will give you the purest insider look at how Isaia's S/S 13 collection came about. With everything from a comprehensive inspiration board to the development of signature fabric, it feels more like a true experience than your typical marketing campaign.
Luckily for us, Chapter 1 may be the most inspiring of all, which makes sense since it's all about what inspired S/S 13 in the first place, as in-house photographs of Positano and The Sirenuse islands around it populate an interactive grid. Each image is quite beautiful standing alone and the set is flat out epic when it's all viewed as a whole. We're pretty sure no one's ever questioned the inherent aspirational nature that comes along with Isaia—for some, their clothing is as close to Naples as we'll ever get. At the very least, "The Making Of" will take you closer to the magic happening in Napoli, and maybe you're first Isaia purchase, than you ever have been before.
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