We love linen
“Amo il lino” – I Love Linen – is the first promotional campaign for linen that targets the end consumer, thanks to a collaboration with leading distributors.
In the heart of Milan, a flax field was set up in the city center to remind us of the agricultural origin of flax, its cultivation, and its many uses. This installation, created by Philippe Nigro, puts emphasis on innovation, the creativity inspired by flax, and its value: a champion of sustainable development and a premium quality fiber. Halfway between an artistic installation and an educational exhibition, “Amo il Lino”, which was hosted by the Montenapoleone District, presented the various stages of linen production. A complex and perfectly controlled process that starts from the plant and continues on to yarn, fabric, and finally, objects of daily use. Something not to ignore, the “Design with Flax” program, lead by Ornella Bignami, which involves 3rd year students from the Poli design of Milan, in an in-depth reflection on the quality and performance of linen, as well as on the possibilities of developing innovative products for clothing, the home, and sports.
http://www.mastersoflinen.com/
