An inventive research on the concept of "mania" in the fashion trends
Pier Pietro Brunelli

Committing Agency: Impress \ Client: Nylstar

3rd draft updated following the e-mailed guidelines by dr. Patrizia Beltrami, Marketing Manager Nylstar

Special for this resume: all the Photo by Gianni Pucci

When we speak about fashion – in advertising, in editorial articles, during fashion shows and events, in ateliers and stores, in salons and with people- the terms ‘fashion’ and ‘mania’ are often associated. Fashion and Mania are sisters playing see-saw. Fashion originates from the push of mania, and vice versa. Mania represents the psychological aspect of a trend, that must be grasped and worked out by creatives. In their turn, creatives can generate trends, and then suggest creations that spawn manias. Mania means exhilaration, passion, grandeur, attraction, desire… Mania is charming because it speaks to both our heart and mind, it raptures our soul and lets it flow. Fashion does just the same when it reaches the individual and the collectivity, when it is both glorified in the glamour of fashion shows and on the streets. Fashion becomes mania because of its strong ability to renew its whim and to convey symbolic and expressive forms that nurture the psyche's need for fantasy and creativity.