The Attico and Google Pixel tell the story of fashion "when no one is watching" For the brand's SS27 show, Gilda Ambrosio and Giorgia Tordini revealed the backstage through the Pixel 11
Milan Fashion Week is drawing to a close, and The Attico's SS27 show, which took place yesterday evening along one of the city centre streets transformed for the occasion into a set of one hundred aligned white beds, will remain one of the most talked-about moments of this edition. To celebrate the tenth anniversary of the maison founded by Gilda Ambrosio and Giorgia Tordini, the concept brought into the street the most intimate space of creation: that of late-night conversations, half-finished sketches, and the endless trials before a collection goes public, transforming it into a shared experience with the audience present.
On the runway came the most anticipated moment of the day: the first runway appearance of "L'altra di Milano", The Attico's new bag. The style, already launched in an exclusive preview two days before the show, made its official debut before the Fashion Week audience, confirming the brand's ability to build anticipation around its accessories even before they step onto the runway.
In the days leading up to the show, "L'altra di Milano" was introduced through an unprecedented collaboration between The Attico and Google Pixel, created to explore the features of the new Pixel 11 Pro through the lens of fashion. The teaser dedicated to the bag, shot entirely with the device, adopted a visual language that was almost investigative: the interior compartments, pockets, zips, stitching and structural details that normally remain hidden were brought to the fore, offering a portrait of the bag built from surfaces, textures and mechanisms rather than mere styling. A way of inviting viewers to look more closely at what, in the speed at which content is consumed today, so often goes unnoticed.
This attention to detail formed part of the broader framework of the "Reclaim the Moment" campaign, through which Google is presenting the Pixel 11: the idea that technology should give people back the freedom to fully live a moment, without having to choose between experiencing it and documenting it. In The Attico's case, this principle took the form of Magic Capture, the feature that allows the phone to autonomously capture photos and videos during an event, without the need to look at the screen to do so. Thanks to Magic Capture, the maison's creative team was able to experience the backstage firsthand, entrusting the device with the task of capturing spontaneous moments and compiling them into collections ready to share.
It was precisely in the show's backstage that the collaboration found its most authentic moment. With the Pixel 11 always close at hand but rarely raised to eye level, the behind-the-scenes of one of the most significant anniversaries in the brand's history was told through stolen frames, last-minute nervous gestures, fittings and the shared anticipation before stepping out onto the runway.
"Fashion is made of moments that follow one another at an incredible speed, especially during a show. For us, it's important to be fully present in those moments: to live the energy, the emotions and everything happening around us, rather than watching it through a screen. Technology, like that of Google Pixel, can help us capture what happens in these incredibly hectic moments without pulling us away from them. Celebrating ten years of The Attico made all of this even more meaningful: we wanted to capture what happens behind the scenes in a spontaneous and intimate way, while still experiencing it firsthand," said Gilda Ambrosio and Giorgia Tordini, founders and creative directors of The Attico.
Through the Google Pixel 11 and Magic Capture, The Attico chose to tell the story of its first decade not from the usual vantage point of the front-row audience, but from the more intimate and spontaneous perspective of those who build fashion: the preparation, the collection's details, the backstage moments and the emotions that precede the show. A point of view that celebrates, once again, the value of being present in the moment, leaving it to technology to capture it.
