Maria Cocalea Sharon salazar Ilaria Bonfiglioli Giulia lizzi Camilla Paoletti New Media & Fashion Trends IED Florence
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VIDEO WHO IS MARCELO BURLON? WHAT IS COUNTY OF MILAN? COUNTY OF MILAN - HOW DID THIS ADVENTURE START? NIGHTLIFE & MUSIC - THE INFLUENCE ON HIS COLLECTIONS INSPIRATION - THE ANIMAL PRINT REASON OF SUCCESS COMPETITORS VISION ABOUT THE FUTURE STYLE PHILOSOPHY MARCELO BURLON SS 2015 – PARIS FASHION WEEK WHERE CAN YOU FIND HIM? FRIENDSHIP WITH RICCARDO TISCI CELEBRITIES WEARING MARCELO BURLON INNOVATIVE MATERIALS - MARCELO BURLON X MARCOLIN SUNGLASSES SS15 ILLULIAN X MARCELO BURLON COUNTY OF MILAN RUG CAPSULE COLLECTION COLLABORATION - MARCELO BURLON FOR ABSOLUT VODKA PROMOTION COLLABORATION - MARCELO BURLON X PALM ANGELS MARCELO BURLON COUNTY OF MILAN WOMENSWEAR SS15 NO RULES STRONG IDENTITY MARCELO BURLON COUNTY OF MILAN SS 2015 LOOKBOOK FAKE MARCELOS PLANS FOR THE FUTURE SOCIAL MEDIA
INDEX
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VIDEO
Marcelo Burlon is a DJ, model, art director, party planner, publicist and a fashion designer.
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Born in Patagonia, Argentina, he moved with his family to Porto Potenza Picena, Italy, when he was 14. He started working young as a Club Kid in the early 90s he progressively evolved into a full time event manager, becoming one of the most requested PR icon in the fashion field. Based in Milan, since 1998, he then transformed himself into a highly requested DJ, a reliable creative director and a successful business man. He also finds time to be associate fashion editor for the Italian fashion magazine Hunter and a stylist for GQ Style Germany, and last year debuted his own brand, County of Milan, with a line of T-shirts.
WHO IS MARCELO BURLON?
Country of Milan It is a multi-culti blender of fashion, music, nightlife, extreme beauty, and now a complete clothing line – which has created a global phenomenon.
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County Of Milan was born from the need of telling Marcelo’s story. He wanted to confront himself with something new, something concrete. From that he started to produce T-Shirt, it was the most immediate thought. So he started then to put everything inside : clubbing, the contemporary sign, but also Patagonia. County of Milan bears its name, it plays with the myth of the international Milan, the capital of style but also translates into captivating images a world deeply rooted in Latin culture and music. Phenomenon exponentially growing , in some ways unexpected, the brand expanded itself in the past year in the accessories field and in new important partnerships.
WHAT IS COUNTY OF MILAN?
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"The brand was born about a year ago. Among the events for fashion, the activity as a DJ and thanks to social networks I have built an important international network . Going to play in different cities from Moscow to Istanbul from Tel Aviv to Hong Kong, rather than New York, I saw there was a large following: people wanted to attend both evenings and to continue the conversation; they became part of my world for one night but at some point they did not want to be just a party and nothing more. So I said: 'Let's try to make a mark!'. The idea was to communicate my roots through the graphics. The t-shirt the element more direct but also the easiest to sell. I called Marcelo Burlon: County of Milan ... It 'a county that does not exist but it has found its success. "
COUNTY OF MILAN - HOW DID THIS ADVENTURE START?
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Burlon began working in clubs as a club kid before moving to Milan in 1998 and becoming a gate-keeper at Magazzini Generali, one of the city’s hottest nightspots. In addition to working on shows, Burlon hosts the legendary Pink Is Punk parties in Milan and also organizes events for Alexander McQueen, Maison Martin Margiela, Diesel, Gucci, Chanel, and Raf Simons. But music has begun to figure even more prominently in Burlon’s portfolio: He recently made his debut as a singer and songwriter with a track called “Mamarracho,” which has been downloaded more than 25,000 times on iTunes.
NIGHTLIFE & MUSIC - THE INFLUENCE ON HIS COLLECTIONS
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“It's all about me: Argentina and clubbing culture. That's what inspired me to create those images. There are a lot of esoteric symbols as well as nature like condors, eagles, snakes. I researched many history books to find symbols of Mapuche and Pehuenche who where indigo people living in Patagonia that were fighting each other. I've learnt a lot about their cultures. It's basically club and rave culture mixed with those ethnic elements. I guess this generated something new and special because people really like it and copy it.” “I’m inspired by my friends: supermodel Lea T and singer/visual artist Devendra Banhart. These are the people who inspire me”
INSPIRATION - THE ANIMAL PRINT
In markets such as America and Asia they are very strong. In particular, America has now taken over the brand. Several rappers and NBA players began to wear T-shirts, also post photos wearing Marcelo’s tees.
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One of the reasons of his success was the way of communicating, he went to talk with graffiti artists, people from the street but at the same time he was sitting down next to Margherita Missoni and people from the luxury brands. Other reason of his success was showing everybody his multiculturalism and he says that’s his “forte”. It gave visibility to the brand with the different collaborations. A very important with LeBron James, the number one basketball with a group of stylist Brooklyn, The Sartorial Collective. It was shot by Terry Richardson for GQ America and presented during the week of the NBA All Star. They are in 400 stores in the world, a large distribution now, global. The collection expands more and more in accessories, scarves, hats and more. It was definitely an unexpected success as it all started very naturally. It was not designed as if all was planned before as many times as is it done. And it started so, for fun. To make an extra project, since he is already a filmmaker, stylist, social pr, DJ, blogger.
REASON OF SUCCESS
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Dorit (Dodo) Bar Or is an Israeli designer, actress and fashion icon. Dodo appeared on Israel’s main theaters, movies and TV shows. Over the years Dodo was recognized in Israel’s leading newspapers for her outstanding style, she was named best dressed of all decades. Dodo is married to Ziv Shani and has two daughters - Mona Bella and Adda Valentina. Dodo Bar Or was established in 2009 by Dorit (Dodo) Bar Or. The brand is based in Tel Aviv, Israel. The atelier and flagship store is located in Tel Aviv’s most luxurious fashion district - Kikar Hamedina. Dodo Bar Or accentuates on timeless pieces in which compliment each woman’s unique style and personality. The brand focuses on fine fabrics silks and leather with handmade embroidery made into modern day elegance. Dodo Bar Or was recently chosen by Vogue UK as one of the coolest summer brands. Dodo Bar Or expanded greatly over the past few years. The brand is selling in stores all over the world. In Harrods London, Tsum Moscow, The Icon Kiev, Apartment Berlin, The Belvedere Hotel in Mykonos, Enny Dimonaco Mykonos and in the well known Los Angeles showroom Fever LA. Dodo Bar Or holds frequent trunkshows on Moda Operandi.
COMPETITORS - DODO BAR OR
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Can your brain wrap itself around everything that is going on with Luar Zepol? Probably not. And that's OK. That's why we're here. To tell you this is cool. You know why? Because no one is taking risks, and making thought provoking clothes, like Luar. Head designer Raul Lopez (Luar Zepol backwards, duh) who was once part of the design team at Hood by Air, took his own design aesthetic, and expanded upon those ideas, and is now in his third season. Look out for Luar Zepol on the backs of the masses, as they plan to release some limited edition tee's very soon.
COMPETITORS - LUAR ZEPOL
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Rhude founded by Rhuigi in 2013. A design adventure to showcase readyto-wear collections. Rhiudefocuses on simplicity and effortless style mixed with street were sensibilities, using fine fabrics and the perfect fit.
COMPETITORS - RHUDE
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Sir New York combines athleticism with a hint of provocation. Taking inspiration from and cross referencing rugged sports with refined, elegant sportsmanship. Designer Auston Björkman masterfully blends high end couture, street wear, athletics and goth into one decidedly urban masculine yet unisex collection. Sir New York utilizes technical textiles like neoprene, mesh, rip stop, and athletic wicking dry fast, as well as cotton, jersey’s, baby alpaca, twills and oxfords, in atypical ways, often layering and combining them to create new textures, optical illusions and abstract prints. Speaking of prints, Sir New York’s print game is always innovative. The collaboration of Auston and artist/ illustrator Ross Schaner always produces tight cohesive original artwork, that translates into futuristic, often dreamlike garments. Which has spawned its very own hashtag #futureprints .
COMPETITORS - SIR NEW YORK
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This L.A. brand certainly came out of the woodwork. From bringing a very dope black and white lookbook to cosigns from Big Sean and the almighty King of Style himself, Kanye West, Jerry Lorenzo's brand describes itself as "the modern day disciple inspired by the Most High and street-culture." It's nice to see a brand that goes beyond the done-todeath trend of religious iconography and, even though it may look impractical, is actually highly functional for everyday use. The street goth style movement is very much alive and Fear of God is leading the new wave of hype.
COMPETITORS - FEAR OF GOD
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When the Chamber of Fashion proposed him to runway, he rejected because, at the basis of his artistic vision, there is a total refuse of the fashion system mechanisms in favor of the more creative freedom and independence from any kind of coercion. Effervescent creations and dynamic personality are the main two recognizable signs of his style. His t-shirts are displayed in the most avantguard windows of the world.
VISION ABOUT FASHION
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In 2012 he dived into the world of fashion, launching a line of T-shirts in collaboration with the graphic designer Giorgio Di Salvo, with esoteric symbols of the natives of Patagonia of the 60s-70s. It all started by accident but nothing has been done in the case: the goal of the graphic elements and of he psychedelic prints of Burlon is to communicate his roots, which is why it gives life in County of Milan, a brand that today come to sell 120,000 pieces per season. The "County of Milan" last season is a real mash up of influences, a kaleidoscope of cultures dominated by daring but always coherent with the portability and clean shapes. “The street-style under the frescoes ceilings and inlaid parquet is Milan today, a mix of cultures” he explains. Jeans and black T-shirt, is unsettling for freedom of thought. “It’s all about me: Argentina and clubbing culture. That’s what inspired me to create those images. There are a lot of esoteric symbols as well as nature like condors, eagles, snakes. I researched many history books to find symbols of Mapuche and Pehuenche who where indigo people living in Patagonia that were fighting each other. I’ve learnt a lot about their cultures. It’s basically club and rave culture mixed with those ethnic elements. I guess this generated something new and special because people really like it and copy it.”
STYLE
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Marcelo’s ebullient creativity keeps pushing boundaries. His oeuvre is an endlessly morphing monument to the power of contamination. And it really comes as no surprise for this wunderkind, who arrived in Italy from Patagonia and took over fashionable Milan, before setting off to conquer the whole world. Wherever he goes and whatever he does, Marcelo leaves a mark. He truly acts as the catalyst, liberating positive force of the situation. That is why everybody, from revered fashion houses to powerful brands, entrust their parties, show soundtracks and everything social in his capable hands. Marcelo’s unique network keeps growing and growing, attracting la crème de la crème of who’s cool. That’s just his signature touch – gathering people together is his talent and creative medium par excellence. Knowing too well that one has to think local but act global, Marcelo Burlon operates under the moniker County of Milan: a multi-culti blender of fashion, music, nightlife, extreme beauty, and now a complete clothing line – which has created a global phenomenon. Drawing in iconographic elements from different cultures, Marcelo creates his very own symbology and celebrates diversity. That’s exactly what he does with everything he touches, morphs, and invents. Be it a tee or a soundmix, the perfect party or artistic direction for a fashion show, the terms of the equation are just the same: it’s the vision and method that count. A pure expression of the moment, Marcelo celebrates the liberating, exhilarating joys of contamination. He is the great officiator of a thrillingly contemporary melting pot.
PHILOSOPHY
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Marcelo Burlon was in Paris for the Fashion Week to present the new collection Spring/Summer 2015. The showroom took place in Le Marais This collection takes the signature of the designer, which is recognizable among so many others: a mixture between hype clothes and ethnic elements. The collection is composed of tee shirts, hoodies capes, tank tops baggy shorts, and socks, graphic streetwear pieces scribbled in mystical symbols from Patagonia. A mix of esoteric symbols as well as nature like condors, eagles, snakes and symbols of Mapuche and Pehuenche (indigo people living in Patagonia). This collection is taking a new jump with a real action sports twist and accessories. Clothing line is mixing motocross, skateboard, basketball, numbers, writings and symbols things.
MARCELO BURLON SS 2015 – PARIS FASHION WEEK
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Marcelo Burlon can be found in 310 multi-brand stores worldwide, from Antonioli in Milan to The Webster Miami, Barney’s in New York, Tsum in Moscow, Lane Crawford in China, Opening Ceremony in New York and Los Angeles, Selfridges in London, Union in L.A. and more. In addition, the collection is already present in 480 stores worldwide. His label has already an annual turnover of 3 million euros after only 2 years it was launched.
WHERE CAN YOU FIND HIM?
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Marcelo Burlon met Riccardo Tisci, pre Givenchy, in 1999, when they were 23 and 24 years old. They are best friends since then and Riccardo became Burlon’s first PR client. He also has a big influencer on Marcelo’s s designs. “I first met Riccardo in 1999 and since then we’ve been friends. Every time I go to Paris to see him and the Givenchy show, it’s like going to the first day of school. “
FRIENDSHIP WITH RICCARDO TISCI
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There is always a "T-Shirt of the moment," and it looks like Marcelo Burlon's designs may be reigning supreme right now. In the last few months, his County of Milan T-Shirt collection has really caught on like wildfire. Meek Mill, LeBron James, and Waka Flocka Flame have all rocked the graphic tees. Pusha T, also a big fan, has even gone so far as collaborating with Burlon on a limited edition tee. But that's not all. See which other rappers, singers, and athletes have also been spotted in the bird feathers and snakes graphics.
CELEBRITIES WEARING MARCELO BURLON
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These exclusive and modern sunglasses amaze with their easy-to-wear appeal and their characteristic square-shaped silhouette. The innovative design of the frame is due to the refined combination of the materials and the extreme attention to details. The acetate structure is entirely covered by genuine, matte black leather and finished off by unique hand-stitched details and metal inserts, which highlight both the front and the temples, adding a fresh and young vibe to the whole look.
INNOVATIVE MATERIALS - MARCELO BURLON X MARCOLIN SUNGLASSES SS15
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ALLOVER SNAKES - this model is a perfect embodiment of Marcelo’s philosophy, bent on experimenting boldly, without any self-imposed limit, and the outlook of Illulian, which has always looked to blur the boundaries between fashion and design. Allover Snakes is handcrafted from Himalayan wool and pure silk, and uses vegetable colours, the elements that account for the unmistakable brilliant appearance of all Illulian models.
Marcelo Burlon | County of Milan has teamed up with Illulian to realize a limited edition of rugs that bespeaks experimentation and creativity: Allover Snakes, Patagonia and Pixel are the three exclusive models designed by Marcelo for the prestigious brand, a leader in the field of luxury rug design and manufacture. Kaleidoscopic motifs and iconic signs find expression most effectively in Himalayan wool and the extra pure silk that characterise the rugs proposed by this brand, handmade using vegetable colours that enchant the eye with their chromatic appeal. The rugs are handcrafted from Himalayan wool and pure silk, using vegetable colours, the elements that account for the unmistakable brilliant appearance of all Illulian models.
PIXEL – Tribal mood in a digital rendition: Pixel, a rug with a minimal approach to graphic design, where the star role is entrusted to the sacred symbol of the Mapuches, an indigenous people of Patagonia, Marcelo Burlon’s native land.
PATAGONIA - Mapuche crosses and other iconographic elements from Amerindian culture are woven into A rug that narrates the history of its designer, Marcelo Burlon. It is from Patagonia, his fascinating and mysterious native land, in fact, that Marcelo draws inspiration to give life to a rug that stands out for its quintessential graphic expressiveness, enhanced by the use of a black & white colour palette.
ILLULIAN X MARCELO BURLON COUNTY OF MILAN RUG CAPSULE COLLECTION
#ABSOLUTBURLON 24
Marcelo Burlon limited edition iPhone cover, created for ABSOLUT and presented during Pitti Uomo 86. Black, printed with snakes (which evoke the brand's collections of Marcelo, County of Milan) and ABSOLUT logo. The case was available in only 100 pieces in online store of County of Milan and milanese boutique Antonioli.
COLLABORATION - MARCELO BURLON FOR ABSOLUT VODKA
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Snakes and wings printed on t-shirts and ponchos become a real trademark and explodes the Marcelo Burlon mania thanks to the importance of the social: photos, hashtag and the typical chatter of the network let the Argentine the most required designer of this moment as well as the new king of street-style.
PROMOTION
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Palm Angels & Marcelo Burlon County of Milan is the new project born from the collaboration between Francesco Ragazzi and Marcelo Burlon. The project combines the synergies of publishing industry and the universe of clothing. Francesco Ragazzi’s wish to immortalize skate culture gave shape to an original project named Palm Angels and its homonymous book. Marcelo Burlon interpreted the pictures in the book translating them into the graphics of three original limited edition t-shirts, while staying true to the spirit of the project.
COLLABORATION - MARCELO BURLON X PALM ANGELS
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Marcelo Burlon County of Milan launches the women’s spring/summer 2015 collection with a video lookbook. The short film is directed by photographers Santiago and Mauricio and shows some pieces of the new collection. Crop tops, denim outfits and oversize sweaters, items featuring tribal designs, religious symbols and geometrical patterns. https://www.youtube.com/ watch?v=dZ9hqweDLsg
MARCELO BURLON COUNTY OF MILAN WOMENSWEAR SS15
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“Irreverent and unconventional creations�, as stated by the same Burlon, is because the only rule is to have no rules, where you can feel all the origins of native country because County Of Milan is not only a brilliant marketing strategy, but it is also knowing how to tell a story, their own one, through graphic prints and geometries.
NO RULES
A cultural wanderer, jack of many trades and allaround mover ‘n shaker, Marcelo Burlon epitomizes a defining quality of modernity: he is, metaphorically speaking, liquid.
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Just as he ignores geographical borders, Marcelo’s ebullient creativity keeps pushing boundaries. His oeuvre is an endlessly morphing monument to the power of contamination. Wherever he goes and whatever he does. Marcelo leaves a mark. He truly acts as the catalyst, liberating positive force. A multi-culti blender of fashion, music, nightlife, extreme beauty, and now a complete clothing line – which has created a global phenomenon. Drawing in iconographic elements from different cultures, Marcelo creates his very own symbology and celebrates diversity.
STRONG IDENTITY
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MARCELO BURLON COUNTY OF MILAN SS 2015 LOOKBOOK
The internet is full of bootleg products that ripped off Marcelo’s designs, which at first was described as so far-reaching that it seemed kind of impossible.
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In an interview Marcelo started flipping through the screenshots on his phone that he had taken of bootleg County of Milan that he had found on Instagram. Some were remarkably adept copies of his work; Others were incredibly shitty attempts at recreating his label's graphics and art. But no matter what the quality was, there was a shitload, and the best part was that Marcelo was commenting on the photos telling people to stop biting his shit. Which is the thing he is most proud of? “The wings and snakes drawn on sweaters and ponchos. The larger store copied us, but we win the causes: I patented it all. “
FAKE MARCELOS
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A lot. In the immediate there will be a collaboration with a big Champagne house producer, the cover of a rap album, a second collaboration with G-Shock: the first watches were sold out within few days. He would like to continue to think about home products like dishes, cups, towels and curtains. Actually he says – “I can’t say I have a precise project : I simply follow my desires.”
PLANS FOR THE FUTURE
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SOCIAL MEDIA
http://www.bkrw.com/report-marcelo-burlon-springsummer-2015-paris-fashion-week http://www.bkrw.com http://www.crane.tv/marcelo-burlon
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http://www.elle.com/culture/news/a21873/marcelo-burlon-interview/ http://www.dazeddigital.com/fashion/article/12930/1/exclusive-givenchy-by-riccardo-tisci-womenswear-a-w12 http://www.elle.com/culture/news/a21873/marcelo-burlon-interview/ https://www.mixcloud.com/Cheesecake/marcelo-burlon-cheesecake-181012/ http://www.upscalehypetv.com/2012/12/marcelo-burlon-discuss-his-relationship-with-givenchys-riccardo-tisci-county-of-milan-future-plans/ http://www.urdesign.it/index.php/2015/04/23/illulian-x-marcelo-burlon-county-of-milan-rug-capsule-collection/ http://marceloburlon.eu/about/ http://www.gqitalia.it/moda-static/static/2013/12/marcelo-burlon-county-of-milan-t-shirt-status-symbol/
REFERENCES