The artist-made windows of Amish signed by Pietro Terzini

«Love from you could vanish, but not the one from my gang of Amish». This is what the windows of Al Duca D'Aosta in Mestre and Treviso say; of Lungolivigno in Livigno, Tessabit in Como and Playground in Florence – all historic Italian multi-brand boutiques that this year have dedicated one of their windows to Amish, an Italian brand part of the Florentine group Sevenbell, whose light-hearted Hippie Rock garments have recently appeared in the street styles of Paris Fashion Week. An aesthetic that is reflected in the visual installations created for the brand by Pietro Terzini, a multidisciplinary visual artist based in Milan who tells the world of fashion and love according to the Millennial generation through the ironic use of lettering, street art and digital manipulation. 

Terzini's installations for Amish are part of that trend that, especially after the lockdown, has seen the need to make the retail experience increasingly original and personalized grow in parallel to the need to create an increasingly close dialogue between a brand and its community.

Building the latter has become increasingly important in recent months, so much so that Forbes has defined it «critical to [a brand's] success». Brands like Amish, which maintains its indie spirit while being part of a historic platform like the Sevenbell Group, enjoy an added advantage as their organically developed community is even tighter than mainstream brands can have.

Freedom of expression, curiosity towards the world and the open-minded approach at the base of Amish's values therefore find an ideal representation in the light-hearted lettering of Pietro Terzini, whose works synthesize in the form of a hand-drawn slogan the aesthetics of Amish that with total freedom looks together at the past and the present, with a particular emphasis on denim – a symbol of youth subcultures that is always present in the brand's collections.