Inspired by the 50th anniversary of the 1966 Florence flood, “Underwater Love” will be the theme for the 13th edition of Firenze4Ever, which takes place from June 12 to 17. Organized by concept boutique LUISAVIAROMA, Firenze4Ever runs concurrently with the seasonal Pitti Uomo menswear trade shows and brings together media personalities from the fashion, art and music worlds.
The Bridge of Love at night, just before the opening gala dinner | Ph. Andrea Paoletti
“Underwater Love” alludes to the regenerative and destructive power of water, as exemplified by the flood of 1966. When “mud angels” from across Europe and around the world came to Florence in the wake of the destruction, they helped supply food and shelter to the local population, in addition to salvaging priceless pieces of Florence’s cultural heritage. In a move mirroring this spirit of shared humanity, top fashion and entertainment personalities will promote an immigration solidarity initiative during Firenze4Ever.
The multifaceted project will involve local and international companies from various sectors (food processing, information technology, sports, engineering, entertainment and fashion, among others) who commit to welcoming, educating and employing migrants. Participating companies will invest in professional training (donating 0.1 percent of annual turnover to the initiative) and hiring a minimum number of course graduates. A cross-industrial committee with an appointed manager will soon begin working on recruiting businesses to participate. By launching during Firenze4Ever, project organizers aim to use the high-profile worlds of fashion, entertainment and contemporary art to spread the word about the program.
Rendering of the Bridge of Love installation
To this end, a bold “Bridge of Love” installation has been set up to the side of Ponte alle Grazie, connecting the river banks. Made up of floating cubes connected by suspended bridges, and vaunting an intricate LED wall, the “Bridge of Love” will be visible for the duration of Firenze4Ever, and from June 14 to 17, it will host numerous Pitti Uomo events, presentations and parties.
