The protagonist is a model that is preparing for the upcoming fashion week, the result is a cheerful and fun interpretation of the energy that characterizes the fashion week and its preparations. Only the concentration and physical and mental well-being will allow the model to be ready.
The new fashion film fully embraces the concept of wellness launched 20 years ago by Technogym, CNMI's new Official Wellness Partner: a balance between body, mind and spirit that can be achieved through regular exercise, healthy eating and a positive mental approach. A message that goes beyond the purely hedonistic vision and image linked to fitness and enters a more holistic and emotional paradigm: from "looking good" to "feeling good".
Protagonists of the scene are the garments and accessories of the new generation of Italian designers: Arthur Arbesser, Gabriele Colangelo, GCDS, Giannico, Lucio Vanotti, Marco De Vincenzo, Paula Cademartori, Sara Battaglia, Stella Jean and Vivetta. The styling was curated by Georgia Tal.
"Be ready" follows the success of "Start the buzz", the fashion film presented by the Italian National Chamber of Fashion in February 2018 which received important awards including: Best Styling Award at the Canadian Fashion Film Festival, Best Concept Award at the Australian Fashion Film Festival, Premium Award in the Fashion category of the Muse Awards, Best Film Award at the Transylvania Shorts.