'Ethics'. A word that is on everyone's lips but of which only few people know the real meaning. However, in Florence, the guys from the Fondazione Pitti Discovery, seem to be clear about the concept and to prove it, at Pitti Immagine Uomo 89, the spotlight has been shed on Africa with the project 'Generation Africa': the special event to promote fashion culture and talented designers from the African continent.
Ikiré Jones, Lukhanyo Mdingi x Nicholas Coutts, AKJP and U.Mi-1, four brands already known on the international market, presented their Autumn/Winter 2016-17 collections. For the occasion, ITC Ethical Fashion Initiative has collaborated with the Italian association, Lai-momo which welcomes asylum-seekers in Italy and promotes cross-cultural exchanges between Africa and Europe with the aim of reducing stereotypes and preconceptions. As part of a joint effort to raise awareness on migration, three asylum seekers were models for the show, giving them an opportunity to earn a wage and be part of an international event.
The fashion show, inspired by the stories of those who have crossed oceans and borders in search of a better home, wanted to show migrants for what they really are: ordinary people who have overcome insurmountable obstacles to get away from danger and feed their families.