ART Wear

The works of Italian photographer Franco Fontana, which focus on form and colour, become art-à-porter for the fifth sportmax denim culture collection. Fontana tells us more about the capsule

- Ian Lee

What convinced you to loan eight of your photographs for the fifth edition of the Sportmax’s Denim Culture?

It was the desire to challenge myself and give a “look” to my work, and the curiosity to see the project come together!

What was it like creating the imagery for this collection?

Very stimulating, and done with enthusiasm! Enthusiasm is essential for seeing and interpreting this creative and innovative project.

What is your favourite piece from this capsule collection?

They are all in sync with my aesthetic, even though I favour jeans because the truth that I felt and “interpreted” in my photographs was used on these garments, achieving an effect that reflects exactly how I feel.

Which of the eight photographs is your favourite and why?

It is definitely the photo of the asphalt, because the sensation evoked in me has been transferred to jeans and dresses. That “asphalt” continues to roll on through, interpreting an unending journey.