An eye on Pitti... Camo SS12

Back in June last year I was fortunate enough to bounce around the menswear tradeshow theme park that is Pitti Uomo and have over the last twelve months reported back and kept a keen eye on designer discoveries. It was here where I first came across on of my real highlights, Camo. Inspired by the country that surrounds him and through using fabrics made in North West Italy, designer Stefano Ughetti celebrates his heritage while supporting local industry and Italian craftsmanship. Despite not being at Pitti myself this season, I did have my own roving reporter in Susie and following an impromptu picnic in the Florentine sunshine she was soon as enamoured with the Italian label as I am...

Picnic and detail shots thanks to Susie.

What I love about Camo is the importance that Ughetti's region has on his designs. Its objective is not just to dress people, but to put them in touch with what they wear.  Each season it takes its inspiration, textiles, craftsmanship and colour palette from the local countryside. There is an authentic narrative throughout. In the collection that won my affections back in June last year,  the designer explored the roots of Biellese farmers and shepherds living a simple and proud life for SS11. The following season, rather  than look to its inhabitants he took inspiration from a spiritual and cultural institution, the Oropa Sanctuary. Here, the SS12 collection is inspired by the river Cervo which runs from Lago della Vecchia across the valley into the Biellese area.

For this collection, as the ones before, all the fabrics and yarns are from manufactures and mills located in the vicinity of Biella. The flow of the river, is a symbol of life for Ughetti and it is the very lifeblood of the collection. Even each hue of the collection has been carefully matched with nature's palette. The designer has followed the river  as it winds and articulates its path across his beloved region to help create a collection that reflects it wonderfully. There is a happy union of aesthetics, function  and nature and the look book captures this beautifully. The following stream of images will do far more than my words possibly could...   

 
Lookbook images supplied by Camo.