Uniting, dividing – the origin of everything. Epic, mythical, sacred, ritualistic; both ally and menace, magnetic, and entrancing – fire exerts a powerful pull and push. It is creative and destructive, renewing, unsettling, and ever-present across cultures, ancient and modern, in the ordinary and the extraordinary, in the practical and the symbolic. Fire exists as a multitude of flames: creative, passionate, fleeting. Fire as embers waiting, surprising, deceiving, renewing itself without extinguishing. Fire is a life force that destroys to rebuild, a symbol that brings things to an end only to reignite them. Infernal yet magical, dramatic and dreamlike, spectacular and intimate, it holds the limitless potential to transform. Fire is both friend and foe, valuable in the very act of burning, sustained by a breath like that of the Fire-Eater.

The "I'm on FIRE" campaign for Pitti Uomo was captured by photographer Andrea Ariano. Four striking male portraits glow, presenting an emotional, warm, and sensual image that, in the mini-clip accompanying the campaign, takes on a slight movement, like a flickering flame.

Finally, the design setup at the Fortezza da Basso promises to captivate. A digital bonfire will ignite in the central square, with flames depicted through video and lettering in a mesmerizing visual display. Meanwhile, the Lyceum will transform into the realm of Fire-Eater, blending fairy tales and reality, to engage and delight visitors.
 

Photographer and creative director originally from Rimini. Graduated in Graphic Design, he built his career in Milan, collaborating with clients in fashion and music. His projects draw on the visual codes of the 90s and 2K aesthetics, evoking the material charm of a pre-social era, evident in the treatment of his photographs: printed, scanned, and crumpled on simple supports. Each image  is treated with an intentionally imperfect approach, favoring authenticity and materiality over technical perfection.