As we all know by now, activities are exhausted by the pandemic crisis. Among the many categories that are rarely mentioned among the victims of the lockdown there are often the arts: museums, theaters, cinemas, etc.
Historical institutions of sociality and, alas, of little distancing, it goes without saying that in this period the cinemas, like the rest of similar activities, suffered among the most drastic fates, remaining closed for almost a year.
This is why the Milanese brand with the essence of a thousand and one nights and vintage allure, Scilè, dusts off some of its DNA rooted in the tradition of the city where it was born and exposes itself to safeguard one of the iconic places that characterize the Lombard capital, the Orfeo cinema, one of the oldest and most symbolic for the city’s heritage.
Scilè and Orfeo Cinema come together, therefore, in a collaboration under the banner of art, in a beautiful stylistic and social project for the resumption of activities.
The project consists of a limited edition capsule of organic cotton t-shirts named “An unusual destiny”. The more experienced will have caught the quote in the title of one of the cinematographic masterpieces of the director Lina Wertmüller.
The entire capsule is a tribute to the director, the 4 variants of white t-shirts, in fact, show as many titles of his most iconic films printed on the front. Respectively “Travolti da un insolito destino nell’azzurro mare di agosto”, “In una notte di chiaro di luna”, “Tutto a posto e niente in ordine” and lastly “Notte d’estate con profilo greco, occhi a mandorla e odore di basilico“.
The decision to recall these great films in homage to the director and in support of the film industry, however, does not stop at the launch of the capsule, but expands, guaranteeing with the purchase of each t-shirt a free ticket for any show in screening at the Orfeo cinema.
A beautiful local initiative to support small businesses marked by the pandemic that are in danger of disappearing, silently putting an end to a piece of history. In this case the city of Milan, but as well as the rest of Italy.
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