CERRUTI 1881 CELEBRATES 50 YEARS
WITH FILM "ANIMA"
Credits - Producer : Karim Zeriahen / Music : Frederic Sanchez
Cerruti 1881 founded in 1967 by Nino Cerruti celebrates its 50th anniversary this year. Sharing the same spirit of mysterious flow and cinematic inspiration seen in the runway show and the 2017 Fall Winter advertising campaign, Cerruti 1881 unveils the film ANIMA.
The film, directed by Karim Zeriahen, traces the history and creative force of the brand through conversation between Nino Cerruti and Cerruti's Chief Creative Officer Jason Basmajian. The intimate dialogue reveals their respective philosophy of fashion, style and menswear.
Contemporary dancer Travis Clausen Knight, a principal from the Wayne McGregor company, embodies the poetic force and rhythmic elegance of the Cerruti Man through a series of connecting dances
An original enigmatic soundtrack was created and produced by Fredric Sanchez.
The film is shot on location in Paris, Italy, in the maison's design studio, backstage and front row at the runway show.
Director Zeriahen says "What's important to me in this film is to witness the unique transmission between a living fashion designer and his disciple but most of all how the soul of Cerruti could be incarnated by a movement"
Cerruti's Basmajian says "I am inspired daily by Mr Cerruti's wisdom and style. His approach is so relevant today. This transmission combined with my love of contemporary dance and movement seemed like a powerful way to celebrate the timeless fluid style on the 50th anniversary of the house. Karim' s artistic and sensitive approach to the project gives the project a true soul."
This production is realized with the generous support of the Woolmark company : "The Woolmark Company is honoured to be associated with Cerruti 1881 50th anniversary movie. Cerruti has a long tradition showcasing the form and function of wool in their beautiful collections and we are happy to commemorate this landmark together with them. We enjoy the brand's creativity and are proud to be associated with this event and the commemorative movie." Stuart Ford, General Manager - Western Hemisphere
The film made its World debut at the Serpentine Galleries on Wednesday 25 October. The première was co-hosted by Jason Basmajian, Cerruti 1881 Chief Creative Officer and Yana Peel, Chief Executive Officer of the Serpentine Galleries.
The film will tour globally with current plans for screenings in Paris, Hong Kong, and Beijing.