There was once a dreamer, a little crazy with spectacular projects. His world was filled with colours and shapes, imaginative characters and one single, important goal: protecting authentic Italian goods.
Perhaps this is a fairly unorthodox way to introduce the figure of the entrepreneur from Bologna, Carlo Chionna, and his designer label 9.2 by Carlo Chionna, but it fully reflects the philosophy of this original Italian fashion label which, in just a few years, has successfully made an impact on the market, also thanks to its fight to protect the absolute value of items that are “Made in Italy”.
This has led to the creation of the artistic union with the extraordinary figure of Arturo Brachetti, an Italian emblem of “transformism”, who has successfully introduced a form of healthy and spectacular magic to the world, creating expectations and surprises. Thanks to their reciprocal love for art and pure creativity, theatre and fashion have met and let themselves be transported towards a continuum of emotions and new, sweeping sensations.
9.2 has chosen to accompany a show on this long tour around Italy, taking ancient and genuine values and sentiments along with it, just like the fashion that Carlo has sought to create and interpret all these years. This is fashion designed for real people, without any clearly defined patterns and far from the stereotypes of a society built on false myths and exaggerations. 9.2 loves its followers and consumers and commits every day to offering them a very high quality product, such as its creations that are totally “Made in Italy”. This is an absolute and unconditional belief, so much so that the designer has thrown heart and soul into it.
So, Carlo Chionna is seeking to transmit a spontaneous message about real life. Therefore the means of communication used are unconventional and give preference to the stalls of a theatre, rather than traditional advertising. That way, it can spend time among the people, who can still be amazed by a sudden change of clothes or simple, but imaginative magic. Like faraway fairy tales of princesses and enchanted castles.

For more information:

Licia Manfredi: licia.manfredi@carlochionna.it - 051/19986500