Historic textile company Mantero, in collaboration with Dentsu Creative Italy's Fashion & Luxury Studio, has unveiled the first Variazione of its Archivio Mantero project, titled “Prototypes.”
The project aligns with the broader trend of merging art, fashion, and craft, seeking to foster new conversations and transcending fashion to highlight the limitless potential of the creative process.
Curated by designer Giorgio Di Salvo, the inaugural exhibit took place from November 8 to 10 at Milan's Bagatti Valsecchi Museum.
It is the first in a series of annual collaborations showcasing an artist's interpretation of a Mantero collection.
Featuring books, fabric samples, drawings, and vintage kimonos, the collection spans over 41 curated volumes.
The project introduces a new approach to preserving and showcasing this artistic treasure trove while engaging with contemporary visual storytelling.
“We approached the Archivio as we would a brand. Our first step was to define its aesthetic and linguistic identity — both visual and spoken.
Then, we launched a parallel project, meticulously curating an Instagram profile where every detail — from colors and sound to cryptic captions — functions as a mood board. The aim is to showcase the historical know-how of the Archive through a dynamic, contemporary lens,” the studio's team explained.
Archivio Mantero is a great example of brand storytelling, connecting with audiences emotionally by mixing heritage pieces with fresh, creative ideas that evoke nostalgia and excitement.
Impactful brand stories often emerge from collaborations with creative agencies that specialize in blending innovation with tradition.
Blending Heritage and Innovation
“Prototypes” draws inspiration from the Avantgard collection, a textile studio founded by Fabrizio Navarra in Como in 1975.
Di Salvo created three kite-themed artworks symbolizing freedom, blending Mantero’s heritage with his own modern interpretation.
By inviting different artists to reinterpret the collections each year, the project fosters collaboration across disciplines and opens new avenues for creative expression.
On top of its creative endeavors, Dentsu is known for supporting worthy causes across the globe.
Previously, Dentsu Italy partnered with Agedo, an LGBTQIA+ advocacy group, in an OOH campaign that raised awareness about community issues beyond the Pride Parade.
