Amish returns with artist showcases signed by Andrea Crespi

«Real is Rare», read the windows of the Biffi boutique in Milan, Spazio. Shop in Bra, Divo in Santa Maria a Monte, the Vitale boutique in Crotone, Dolcitrame in Siena, and Act Store in San Benedetto del Tronto. What do these stores have in common? They are all among the stockists of Amish, an Italian brand part of the Florentine Sevenbell group that has returned for the second year in a row to collaborate with leading Italian luxury multibrands in a series of art installations signed by artist Andrea Crespi. Once again this year the brand's Hippie Rock aesthetic finds its reflection in the installations, which, if in the first edition reflected on love according to Millennials, now address the idea of authenticity in fashion: what is authenticity today? In true Andrea Crespi style, then, the graphics themselves are presented against an undulating background that evokes the idea of optical illusion and mirage. 

Andrea Crespi's installations for Amish want to bring before the public precisely this question, both by telling about the brand's vision of fashion, which is concrete and based on the product, on the values of Made in Italy, and on the sustainability of local production; and by making people think about where reality is for the modern consumer. The real clothes are those that are produced away from the giant machine of mass consumption, those that are inspired by a vision that is concrete, that last over time without disappearing in the blink of an eye where trends disappear. It is indicative, then, that the artist is one of the most influential voices in the world of crypto-art, a figure in dialogue with both brands and museums and thus making otherwise intangible art "real" through her commitment and technical skills.

The project, moreover, continues that commitment Amish had made to optimizing and personalizing the retail experience by forging a closer dialogue with its local community-a crucial element in the success of any brand that by developing a direct relationship with its audience can grow organically. This very organic growth is reflected, moreover, in the motto «Real is Rare» that dominates this edition's windows.

Once again taking center stage in the collection is denim - the workwear garment par excellence but also the versatile symbol of a democratic design philosophy that combines the attention to detail typical of luxury with the down-to-earth, sporty aesthetic of denim. The same philosophy applies to the dynamic range of elevated basics produced by the brand, which, this year, finds another hightlight in rugby-inspired accessories and striped jerseys.

Values such as self-expression, extroversion toward the discovery of new facets of fashion, and the easygoing but always concrete idea of savoir-faire that Amish poses in the creation of his collection are once again central to the success of this project and all of the brand's collections.