ITALY – Filmmaster Events creates the ‘Forever Together’ 2013 Calzedonia Summer Show
The presentation of the new swimwear collection was much more than a PR event.
It was a live television format never attempted before, created by Filmmaster Events for Calzedonia, and
dedicated to women, with a typically Italian style and flair. An event for 3.200 guests arriving from 25
countries, with 300 international journalists and numerous VIPs in the parterre.
The fashion parade thus
became a show, which in turn became a major television event to be aired in Italy by Mediaset on its
Italia1 Channel on 6 May 2013 (with run-up spot ads) and in Spain. With an exceptional guest of the calibre
of Sarah Jessica Parker. And with two “very special” commentators: Alfonso Signorini and Fiammetta
An extraordinary cast parades on a 240 sq. m catwalk-stage: 27 top male and female models, 30 great
artists and performers and the participation of Kesha (30 million discs, on the first show of her European
tour) as international Guest Star. With the support of Planet Funk, Simona Molinari, Dorotea Mele and
a large troupe of dancers choreographed by Laccio Modulo Project.
The theme of the show is summer
and therefore the seaside and all the elements of Italian stock imagery typical of it, and Rimini the town
synonymous with sun, holidays, summer love, moonlit nights. Dreamy and glam, contemporary and
vintage, the Calzedonia show is a visual story. A journey through history, nostalgic memory and the
contemporary world. The “leading woman” goes back over all the key moments of the Riviera as if on a
journey through time from the 1930s to the 1960s to then burst into the present of the summer 2013.
Alfredo Accatino – Creative Director of Filmmaster Events said: “Working with Calzedonia we have
created a new format, because never before has anyone thought up a show for over 300 guests and
international media, which turns into a fashion parade, which then turns into a television show and a
major PR event. An event that involved a team of 380 technical operators and performers and that we
would like to be part of the history of costume and of live entertainment.”
The languages chosen are those typical of fashion music shows, the staging and the performances
were incorporated into the story, with a rhythmic and iconographic alternation that transport us to
different worlds to heighten the countless facets of the new collection. A television product that uses the
combination of fashion and music as its winning mode of expression. The show alternates moments of high
spirits, sunny cheeriness and dynamism with moments when the pace slows down to better appreciate the
more romantic and dreamlike music and settings, ending in an explosive crescendo of music and colours.
A galaxy of celebrities crossed the red carpet: Ireland Baldwin, Alec Baldwin and Kim Basinger’s daughter,
Tali Lennox, Marie-Ange Casta, Poppy Delevingne, Leigh Lezark, Paula Echevarria, Margareth Madé,
Elenoire Casalegno, Cristina Chiabotto, Victoria Guerra, Andrea Osvart, Laura Chiatti, Carolina Crescentini,
Giulia Michelini, Cristina Parodi, Caterina Murino, Alessia Ventura, Melissa Satta, Federica Nargi.
The creative team (Daniele Lo Faro, Alessio Loprete, Dario
Tommasi, Marco Cascone) included Anghela Alò as Script Supervisor and Creative Coordination, Cristiana
Picco Production Designer and Visual Coordination, Florian Boye, Set Designer. Romain Sabella, Supervisor
of Video Direction and Content.