From Epicentres to the luxury raves of guerilla stores, from minimalist aesthetics to pop editorials. The fashion system expects innovation, flexibility, softness
and entertainment from architecture. It wants legitimisation. It wants the values of the brand staged by architecture laden with meaning.
Tracing 30 years of architecture for fashion and communication strategies,
from Elio Fiorucci to Rei Kawakubo, by way of Calvin Klein and Giorgio Armani, learning the Japanese lesson and overturning communicative logics with Prada, what will the possible future scenario of a relationship between fashion and architecture be?

Claudio Marenco Mores, architect, graduated from the iuav in Venice with a thesis on the use
 of architecture as a means of brand communication. He specialised in brand design and marketing for luxury goods at the European Institute of Design.
He has worked as editor for various fashion magazines and is currently the marketing manager
for a company involved in lighting design.

MODE is a project by Fondazione Pitti Discovery directed by Maria Luisa Frisa and devoted
to the ideas and figures of the fashion world.