Art enthusiasts and fashion elite came together for the official reopening of Pal Zileri’s new-look Bond Street store in October. Coinciding with the first day of Frieze London, the launch event provided a unique opportunity to unveil Pal Zileri’s own artistic venture.
The Avant-Craft Art Project is a pioneering new initiative that aims to promote creative exchange between different cultural fields. Through working with a range of international up-and-coming artists on in-store exhibitions, Pal Zileri also hopes to establish a contemporary-art collection of its own.
The term ‘Avant-Craft’ expresses Pal Zileri’s core philosophy and vision: that of traditional craftsmanship coupled with forward-thinking creativity. It also alludes to the company’s bold new direction under the guidance of Mauro Ravizza Krieger who, in the space of just over a year, has completely transformed Pal Zileri’s visual identity. The Frieze event saw the first phase of this ambitious new project come to life.
‘We are undergoing an exciting evolution at Pal Zileri, in which the Italian artisan skills of the past are being harnessed to create a new type of modern menswear,’ Ravizza Krieger explains. ‘Art is a constant inspiration for this process, as contemporary artists continually build on the works of the past to stimulate us with new ideas.’
British multimedia artist Amba Sayal-Bennett and Italian painter Matteo Callegari were the artists selected to take part in the debut in-store exhibition. Award-winning Sayal-Bennett, who has previously exhibited at the London Art Fair and Saatchi Gallery, was commissioned to produce three site-specific installations to form part of a permanent collection alongside Callegari’s large-scale canvases. VIP guests at the launch event were some of the first to see the commissioned artworks and experience how they work within the context of the boutique space.
The Avant-Craft Art Project and launch party have since received extensive media coverage from both fashion and design publications. These include Italian Vogue, The Telegraph online and Wallpaper* magazine - a testament to the initiative’s broad appeal and originality.
The Frieze event marks a new chapter for Pal Zileri. As the Avant-Craft movement gathers momentum, blurring the boundaries between fashion and art in an exciting new way, the brand is at the heart of the action.
Content sponsored by Pal Zileri