Elena Petitti di Roreto talked about ROSSO, her latest project

 

Rosso is born as a divertissement between me and Riccardo Dubitante, the photographer which whom I realized the project. When the Edicola commission arrived, our curiosity was excited by its name. The fact that, even though being an international platform, its name is in Italian is a pretty nostalgic choice that brought us back to our childhood. Personally, I've been projected back to when I used to buy Cioè - those beautiful years when fake nails or rainbow chokers were included with the magazine - and badly hidden in a dark corner there was this "adult only" zone.

 

Italy and the Pornography. The most bigoted country of all Europe actually boasts a huge history of porn imaginary and '70 soft core! To this contradiction in being, we have added another contradictory term: fashion. This project doesn't want to talk about sex - even though it is its fil rouge - but instead, try to bring the pleasure of seeing a half naked boy or girl on a magazine's cover back to its origin. After all, is it not it the same thing as a classic fashion editorial stripped of all the conceptual artifacts that fashion tends to add?

 

Starting from these considerations, our aim was to realize a true homage to those images that are a historic reference in terms of light and color. To counterbalance this "scandalistic" direction of art and photography, together with Riccardo Linarello, Edicola's Creative Director, we decided to work on a more refined styling and casting, a higher level than the general direction that our referencial imaginary usually uses. 

 

A detail I suggest to keep an eye on, are the various texts featured in the editorial: ther are strictly in Italian and copy-and-pasted from the original magazines we've taken inspiration from - typing errors and real references included! The main topics? Cocaine, politic, murders and, of course, sex.