A special evening, at Pitti Uomo in Forence, to celebrate Iconic Club: a small and selected group of iconic product that have become part of the history of style, certified by ICON, the upscale male lifestyle title of the Mondadori Group, edited by Michele Lupi. And, on 12 Jun, the Iconic Club Party, at Le Pagliere in Florence, will bring together the brands that have created historic icons of style; objects which, over the years, have built around them authentic communities of admirers who are proud to wear, use and share them with other enthusiasts, conscious of belonging to a limited and exclusive group.
This is the philosophy of Iconic Club, which made its debut this year in the pages of Icon with a special editorial feature dedicated precisely to the stories of such icons: from the enduring legend that is the Vespa Piaggio or the Land Rover Defender in the automotive sector, to items of clothing that have become imprinted in the collective memory of universal style, such as the Fay 4 Ganci or Levi’s 501 jeans, the Baracuta G9 Harrington Jacket to the Valstar Valstarino, or the mythical Persol 714 sunglasses and the Montblanc Meisterstück fountain pen. Behind every one of these symbols there is much more than a simple product, but an account of an original story that has developed over time to create a status symbol in terms of style.
“The inspiration – says editor Michele Lupi – came to us from the many clubs of motorcycle and car enthusiasts. With the editorial team we decided to apply the same concept – made up of communities of aficionados who come together at ad hoc events around the country to exchange information across specially created social media platforms etc, also for the world related to style and fashion.”
For the first time, the Iconic Club Party on 12 June will bring together the Iconic Club brands from the pages of the magazine in an evening event in the centre of Florence in an exhibition that covers the history of each individual product. A show perfectly integrated with the environment of Le Pagliere with big posters celebrating the icons of style that are the protagonists of the event, with historic photographs of the partner brands, taken form the archives.
This special event will be animated by a live-set by Nicky Siano, a pioneer of dance music and the legendary first resident DJ at Studio 54, the Manhattan disco which, at the end of the 1970s, was frequented by a pantheon of the international jet-set, including Elizabeth Taylor, Liza Minnelli, Andy Warhol, John Travolta, Michael Jackson, Elton John and many more.
The evening’s beverage partner will be Belvedere Vodka, the world’s leading luxury vodka, which has created especially for the occasion two Signature Cocktails, the Belvedere Iconic Club and the Belvedere Pink Icon, the official cocktails for the event along with Belvedere Ruby Tonic.
To mark the Pitti Immagine Uomo 94, the June issue of Icon, like that of last January, will enjoy a special distribution on the platforms of the high-speed trains running between Milan and Florence, in the lounge areas of 4 and 5 star hotels in Florence, and to opinion leaders and international buyers at Pitti.
Companies have responded enthusiastically to the lively and exciting proposal of Icon and given the advertising company Mediamond an extraordinary result for the June issue, which has recorded a 60% in sales compared with last year.