Aimo Richly: Exclusive S/S12 Film

The Italian knitwear brand and designer Alberto Incanuti offers Dazed Digital this exlcusive insight to the S/S12 campaign

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For their new S/S12 campaign, Alberto Incanuti and his Italian knitwear label Aimo Richly created a collaborative film for the collection. Using young contemporary dancers, the film portrays a spontaneous and intimate performance that took place on the set. The movement and choreography were used to emphasise the fabrics by giving a 3D quality and depth to the material and structures.

We had this idea to create sculptures using bodies and knitwear. We wanted to find dancers that are very confident with physical movements passing through the music and the bodies and finally coming out through the knitwear

Playing with volume with oversized sweaters in white hues and highlighting the textures, the campaign produced by Davide Calafà and shot by reportage photographer Simone Casetta, under the styling directive of Stephane Gaudrie, captures the ethereal tactile and authentic modern simplicity that informs the brand's DNA, kept close under the cover of deconstructed, worn-in garments.

I was inspired by the movie Midnight Express. I like the idea of the darkness and shades of the film. The stripes of the collection came from the prison scenes set in Turkey

Aimo Richly is a knitwear brand with only a few seasons of trading experiece behind it. In fact, the exclusive film premiered on Dazed Digital today looks closer at their second season! Under the creative direction of Incanuti, the brand has already managed to impress buyers and press throughout Europe. But more importantly, Aimo Richly has found its USP, its sartorial voice. Using subtle and faded colours on thinly knitted destroyed and treated fabrics, the S/S12 collection seen here - and next seasons A/W12 - both display a maturity many other brands have to fight years to achieve.

Dazed Digital: What influenced the collection?
Alberto Incanuti:
I was inspired by the movie Midnight Express. I like the idea of the darkness and shades of the film. The stripes of the collection came from the prison scenes set in Turkey.

DD: How would you describe the pieces?
Alberto Incanuti:
I use a lot of destroyed fabrics, there's an almost dirty feeling to them. And always in an Aimo Richly collection, there's lots of faded colours.

DD: The brand is focused on knitwear, why?
Alberto Incanuti:
Knitwear is my passion and what I specialise in, but also because we're using historic knitwear factories in Italy, so it all makes sense… but in the future we will present a whole look!

DD: This is your S/S12 collection, how do you use knits differently compared to an Autumn Winter collection?
Alberto Incanuti:
We used a lot of light linen, and also other fabrics, as seen in the stripy pieces for example, which are knitted with thin jersey.

DD: What can you say about the exclusive S/S12 film that we are premiering on Dazed Digital?
Alberto Incanuti:
We had this idea to create sculptures using bodies and knitwear. We wanted to find dancers that were very confident with physical movements passing through the music and the bodies and finally coming out through the knitwear. We used a photographer who's not a fashion photographer, more of a photo journalist.

DD: Can you say something about the brand as well, where does the name come from for example?
Alberto Incanuti:
The name means 'I am rich inside', obviously not referring to money, but to more of a conceptual feeling of goodness.

DD: How long has it been going for?
Alberto Incanuti:
Only a few seasons. Last Autumn Winter was the first trial season, we focused a lot on cashmere. Then we moved on to Spring Summer, which this film is from, and really found our vision through using all these destroyed and faded fabrics. Now we are showing the new A/W collection here in Milan.

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