OVS, Italian fast fashion leader, launched the second edition of its “OVS Arts of Italy” project based on both a limited-edition capsule collection inspired by Italian treasures – available in select OVS stores and on the retailer’s e-commerce site -, and a fundraiser aimed at the restoration and enhancement of the art. “The project,” says Stefano Beraldo, Chief Executive Officer of OVS, “was born from the desire to celebrate the beauty we encounter every day in the streets, in the churches, in the Italian landscapes.” Beraldo adds: “At OVS we make clothes, in order to create them we are continuously seeking new creative ideas and often find them right in the art and in the Italian culture.”
OVS creative team, led by Davide Rampello, reinterpreted, in both men’s and women’s garments, a range of Renaissance and Baroque pieces of art, which are showcased at the Galleria Palatina and Museo degli Argenti of Palazzo Pitti in Florence and at Milan’s Museo Poldi Pezzoli. The interpreters of the new “OVS Arts of Italy” advertising campaign, by Pierpaolo Ferrari, are all young Italian celebrities posing in front of backdrops illustrating the works of art each of their look was inspired by.
Furthermore, OVS implemented a series of initiatives to support the national artistic heritage in the regions affected by the earthquake that hit central Italy at the end of August last year. In particular, OVS focused on helping the town of Norcia (Perugia), promoting a fund-raising that, along with the sales of the capsule collection, will finance the restoration of a 17th-century painting in the San Benedetto da Norcia basilica.
Ilona Catani Scarlett