ALBERTO GUARDIANI AND i-D UNVEIL THE NEW IT-SHOE AT THE CINDERTHRILLER FINALE DURING MILAN FASHION WEEK
The walk through Corso Como in Milan is a conundrum of confusion in this period. The skylight, enveloped by construction cranes and silhouettes of budding skyscrapers in preparation for the 2015 EXPO evoke a sense of modern, technological wonder. But as we approach 10 Corso Como by foot, the emotions of the evening begin to sing a very different tune.
It’s always a curious sensation to come to 10 Corso Como with guests who have never been and see their initial reaction, but this time was special. The 3 guests, the finalists of the CINDERTHRILLER international design contest hosted by ALBERTO GUARDIANI & i-D MAGAZINE, had never visited the concept store considered one of the top trendsetters in the Western World. The ohs and ahs from the 3 finalists, Lady San Pedro, Alex Noble and Azadeh Zandi were audible as we walked through the vine-enveloped courtyard entrance.
The Cinderthriller Finale, a celebration of the new “IT-SHOE”, The Flutterby Shoe, designed by Lady San Pedro for the competition, was perfectly staged in the backdrop of 10 Corso Como’s picturesque location. Maxi-screens played the 5th Cinderthriller trailer video to set the mood while ipads on pedestals showing off around 800 contest designs were scattered throughout the courtyard and the store to view. Guests and journalists mingled under the wrought-iron canopy, awaiting the arrival of the finalists, while The Flutterby Shoe was displayed inside the concept store, turning gracefully on a vintage record player encased in a voluminous glass dome.
The dj set kicked off, by dj Marcelo Burlon while guests began to file in, but this didn’t stop journalists and fashion trendsetters from interviewing the finalists or the Cinderthriller judges headed by Terry Jones, creator of i-D and Rubina Guardiani, daughter of the brand’s founder.
The Flutterby Shoe, to be sold in 10 Corso Como in Milan and Colette in Paris for the FW12-13 collection is designed as a detailed butterfly wing heel on a sensual bright red pump.The winning design was created by Lady San Pedro, a 28-year-old designer from the Philippines who works in advertising and makes her home in Barcelona. It’s an iconic shoe that captures an unconventional sense of femininity reflecting San Pedro’s personal philosophy of life: “spontaneity, and being able to ‘wing it’, can only come from a woman of intelligence and experience”.
Special thanks to the judges’ panel Anna Dello Russo, Georgina Goodman, Sarah from Colette, Andrew Keith of Lane Crawford