Fashion scavenger hunt
Outdoor fashion belongs outdoors—even at a prestigious event like Pitti Uomo. That’s why Dude sent fashion enthusiasts on a tour of Florence for Napapijri.
Napapijri wanted a very special look for the Pitti Uomo men's fashion fair. Dude took on this wish. The result is "The Secret Collection", which presents jacket keypieces from the fall/winter collection at five surprising locations in Florence. Hidden behind doors with the inscription "Open to the Unexpected", the jackets were imaginatively staged. The whole thing was staged like a kind of scavenger hunt, which ultimately led to a special "treasure chest": a secret concert by French musician Woodkid. (nod)
