While many fashion brands today develop cultural or artistic projects, often through their foundations (Hermes, Gucci, Cartier, Louis Vuitton to name a few), the similar initiatives developed by industrial textile producers are much more rare.
Baruffa Lane Borgosesia Zegna SpA develops from the first quarter of the 19th century in Italy, near Biella, a spinning activity focused on innovation and creativity.
In order to offer visibility to its workshops and promote the modernity of his approach, the company decided to produce « In Pursuit of Color », a 20-minute art film directed by Andrea Papini with Peppino Mazzotta, Gaia Insenga and Luigi Iacuzio.
In this short film, the plant is not only the background of the plot, but becomes a full-fledged character that plays a role in the in the increasing suspense of the story. The company promotionally distributes the DVD of this film to its customers, a way to emphasize that the Italian textile industry is also an art and a culture.