Herno first presented at Pitti Uomo in 1971, and last night, the Italian label chose the platform’s 94th iteration as the location for celebrating its illustrious 70-year anniversary. The label is renowned for its innovative approach to outdoors wear (think ultralight reversible down jackets and water-and-wind-resistant cyclewear) and in a location space at Leopolda Station, erected a two floor library space lined with scaffolding, to showcase a memorabilia-filled archive of its history.
Conceived under the creative direction of Anomalia Studio, the space featured an array of Herno’s signature coats hanging from moving hooks, and documenting how the style has evolved over 70 years (think pieces which are foulard-lined, double-breasted or in cashmere). It was also populated with memorabilia from the house: never before seen film footage and editorials, advertising campaigns and inspiration images, and even the winning sports car raced by Herno founder Giuseppe Marenzi at the ‘Rally della Moda’ in 1962.
As a raincoat pioneer, the Italian label has a strong association with nature, and Herno L.I.B.R.A.R.Y came awash with naturalistic motifs. The entrance to the exhibition features an installation titled ‘Water Echoes’, a 10 by 10 metre piece, concepted by Studio Azzurro, which reverberates the sound of a single water droplet dripping into a container. The amplification acts as a motif of a brand that’s evolved into one of the most innovative forerunners in outerwear, come rain or shine.
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