Pietro Migliucci: more sensitivity and less categorizations
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Pietro Migliucci is the art director of Modus Vivendi 10 05. From the first time we spoke, he has always been extremely kind. He has an extraordinary sensitivity and through his creations, it is possible to admire all his talent.
Can you say something about you and about the artist behind the brand?
I often avoid talking about myself, as if I don’t exist. I love to tell in every detail my brand and when I do it I am describing myself too, because I totally put my soul, my heart, my hands and passion in it.
I take care of every single element, of the creative process to the packaging; of the shooting to the contact with magazines and I never get tired. Never. I feel like a child who wants to discover the world around him and he never wants to stop.
How did everything start?
I have always had a propensity for arts in general, especially for drawing and design since I was a teenager. I remember that during middle school, some of my friends asked me to draw some pieces for their high school projects.
But, my studies were really different from what you imagine. I chose to go to an agricultural school that had nothing to do with fashion, but which helped me, after years later, to understand my path.
So, almost by chance, I decided to attend the Academy of Fine Arts in Naples, which led me to study a bit around Europe, thanks also to the Erasmus experiences. In fact, I studied fashion at the Fine Arts Academy of Latvia, in Riga and in Brussels, Belgium. And then, immediately after my master's degree, I started my brand 10 05, which gives me a lot of satisfaction.
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How is born Modus Vivendi 10 05?
Modus Vivendi born in 2019. This literally means a way to live and it is also the concept behind my idea of fashion. The initials of Modus Vivendi are MV, which in Roman numerals correspond to the year 1005, from which precisely DieciZeroCinque (TenZeroFive).
Beauty is in our #MODUSVIVENDI, like a provisional agreement between two parts: essence and appearance, based on a tacit understanding between them, in order to maintain daily relationships. In our #MODUSVIVENDI, beauty should not have limits, usually dictated by standardized aesthetics. Beauty has no age, no borders, no clichés. Beauty is the essence of life. We want everyone to feel beautiful, without prejudice or judgment of others.
Beauty is in the way of doing.
Beauty is in the way of being.
Beauty is invisible to the eye.
What is the idea that led you to develop the whole creative and eco-sustainable process that underlies it?
The creative process has always been part of me. I believe that creativity is genetic, as part of the DNA. For someone, it is a gift thanks to which it is easier to colour life. You can't do without it even when making a simple plate of pasta.
On the other hand, talking about sustainability, I must say that I have always avoided wastefulness. I limit the use of plastic or harmful chemicals. I do everything to limit errors towards the environment. But I do this already in private life and long before 10 05 even born. So it was a natural inclination to think in this way with my brand too.
It is not easy to produce an eco-sustainable brand: there are many things to take into consideration, from production, to washing, to maintenance passing through the distribution channels, social networks, public relations. Everything has an environmental impact, even some things we take for granted.
But I believe that the more complicated the challenge, the more results will be desired: this should be the key point of every job or project.
Do you have an inspiring “muse” from which you draw vital strength for your work?
My muse is beauty for sure: the beauty of feeling free to be who you are and above all who you are not. The beauty of being comfortable is definitely my muse.
In my "Manifesto of beauty", we paid attention to some fundamental points that are the basis of our thinking:
WE WANT that everyone can feel beautiful, without prejudice or judgment of others, beauty is found in the ways of doing, of being. Beauty is invisible to the eye.
WE WANT to eliminate gender differences. In unison, without age, religion, social belonging, form or diversity. Everyone must be free to express themselves through their body.
WE BELIEVE that to feel good you have to love yourself and not be afraid to show what we are, regardless of gender, skin color and religion we profess.
WE DO NOT WANT categories, groups or membership systems; fashion must be an expression of everyday society, a mirror of real life, not a mere dystopian utopia
WE DO NOT WANT castes, ancient niches and indestructible circles, fashion, like art, must be accessible to everyone and that it is traditionally innovative, at the forefront of technical and environmental aspects and above all that it is sustainable.
Our society seems to be fighting an aesthetic dualism: on the one hand the obsession to search for perfection and consequently a mass homologation and on the other the desire to break the mold with the exaltation of one's own imperfections. What is, in your opinion, the attitude through which everyone can evolve in this society?
The true concept of beauty lies in being at ease with your body, yourself and your mind.
There is no concept of beauty linked to a body.
I realized that in every moment of our daily life, in the subway or on a bus or in a market, we come across normal people and not perfect human beings. Absolutely not! Our society is a place in which perfection doesn’t exist. So that's what pushed me to fight.
For me, fashion can be considered art. My creative process is the same as that of a sculptor, a painter or a graphic designer. Therefore, considering fashion as art, which has always represented the society in which it was materialized, it can be said that fashion today does not correspond to reality.
I would like to change the utopist vision of perfection and the elitist way to do fashion, in favor of more inclusivity. Today it is reality and it is for real people who decide to wear their body to express their individuality.
My creations need to be for everyone, without exceptions, in the same way as a painting by Matisse, Van Gogh or a sculpture by Botero.
The way you present your creations on social networks seems strongly linked to an idea of ​​inclusion and diversity. What is the strongest message you want to convey?
I made my debut in Rome, during one of the most anticipated fashion weeks in Rome, for the AltaRoma event, with the capsule collection "PLEASE FEED FAT PEOPLE".
I preferred to have normal people wear the clothes, not just models: two oversized friends paraded for me; also an eighty-year-old man from my country that still works as a bricklayer; two albino sisters; a boy with prostheses; all people far from the fashion’s world. I chose to mix ordinary people and models on a single catwalk, all together how it should be, without creating groups, or things dedicated to.
I think that maintaining categories, we are working on an inclusiveness that excludes.
Groups are created, we work in groups, circles. Show for oversize, shop for plus size, fashion event to include and then put people with dwarfism at the door for image. This is not inclusion but it is making fun of yourself and others by pretending to do good for society.
Inclusivity is doing things without thinking to include someone: nobody deserves to be considered like a plus.
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When you create, who is the person you are thinking for?
I create for everyone. I'm also designing for you right now. Or maybe I'll do it in a year or two.
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