An INSTANT CLASSIC

Written by Enrico Grigoletti
Video by Studio Fantastico

Week 10
CLASSICS

Classic:

An outstanding example of a particular style, something of lasting worth or with a timeless quality. In commerce, a product is deemed ‘a classic’ if it represents a long-standing popular version or model, and to distinguish it from a newer variety.

Instant classic:

An INSTANT CLASSIC is any object designed and crafted specifically to last the test of time through juxtaposition of the opposites.

The importance of classics is, most of the time, underestimated. We take them for granted, we find them boring or commonplace and we often forget that they’re the foundation of our cultural know-how. What if we decide to reinvent them? What’s the right formula to create a new classic? Well, what we consider a classic often reached this status by popular demand, but what if we meticulously plan this status?
We explored this scenario through AN INSTANT CLASSIC, a fashion video for Volta Footwear by Studio Fantastico, directed by Pietro Cocco.