FILIPPO FIORA – FASHIONISTA

TheThreeF.com has just celebrated his second birthday, the third F is added to the name of Filippo Fiora, who is the protagonist, and stands for "Fashionist". The blog is dedicated to his outfits, and as he tells us is born without any professional ambitions, but just for the pleasure of sharing his passion on the web (from Twitter to Lookbook he is present in every social channel); a winning choice, given the great number of followers and brands that have chosen him for very important collaborations, as Patrizia Pepe for the White Night in Florence or Acqua di Parma for the historic tour Mille Miglia.

What gave you the idea to create a blog to show your outfit? I created Thethreef in March 2010. At that time I was 23 years old. My first real approach to the web, however, dates back many years. Since I was small I spend most of my summer holidays in Forte dei Marmi, in Versilia, where over the years I built solid friendships. Many of these friends are from Milan and from them, at the age of 16 years or so; I discovered the existence of a small web community of which they were all members. So, in part to stay in touch with them, and in part to get away from the provincialism of my hometown of (Cremona), I decided to enroll myself. From there I then joined flickr.com where I began to receive many compliments for the way I dressed and for the photos I published. Then  when women fashion blogging began to establish itself in Italy, I decided to give a voice to the other half of the world by opening a fashion blog completely dedicated to the world of man focusing on look more than words. I chose to use the outfit because it is the most simple and easy way to reach readers. My intent was not / is that to elevate myself to a fashion journalist but, more simply, to share my looks with readers provoking an almost at par confrontation.

Who are the style icons you prefer most? Which magazine or thematic websites do you visit? The real icons are people who are able to affirm a concept, a way of being and living with strength, without ever lapsing into ridicule. Grotesque and exaggerated people are not icons, they are rather pathetic. Elegance is something that passes without making too much noise. Gianni Agnelli, for example, managed to become a great icon of the twentieth century, although his style was rigorous and flawless, but enriched by small mannerisms for the eyes of the more attentive.
Being an architect, when it comes to magazines and thematic websites I prefer those dedicated to architecture rather than to fashion. If I have to choose I prefer reading “Casabella” rather than “Vogue Homme”. Always splendid the photo shots on Vogue Japan and Numerò and interesting the reflections offered by Vogue Italy.

You graduated in architecture, in what way are you able to link your passion for fashion with your professional horizons? It is not the first time I've been asked a similar question, but nevertheless I always find it very difficult to answer. We assume that to love fashion, as well as architecture, it is imperative to have a special propensity for beauty and a sensibility that not everyone has. There is no great architect who is not passionate about fashion (perhaps with their own convictions, entirely personal) I also think that a designer not interested in architecture doesn’t exist. Just think of Giorgio Armani who personally supervises projects of boutique and hotels, or Valentino who at the Ara Pacis in Rome had the handrails of the stairs hidden, since in his opinion they were "ugly". So I hope in future to be able to reconcile these two worlds, after all not too far away.

You are one of the most followed Italian bloggers on outfit, how do you explain the great interest that young boys show toward you and in general toward this kind of blog? As I said before I think the secret is in the closeness between us and our readers. Followers - in fact - create a relationship with fashion bloggers immediately and directly, without filters. Even just seeing our faces I think it is psychologically very important. The reader likes to know you closely and, with time, becomes attached to you thanks to the blog. For better or for worse, fashion bloggers are set up as a role model for thousands of readers who visit us every day.

In a few days Milano Moda Uomo will start, which are the brands that you wait for with greater curiosity? The wait is definitely greater for Prada and Burberry Prorsum, brands that have managed to set growing expectations on the collections they will present on the catwalks. Prada is avant-garde while Bailey with Burberry fascinates with the reinterpretation of the classic British style in a contemporary way. An eye must also be kept on Jil Sander and Ferragamo, along with the young and promising Umit Benan.

Tell us about your typical day during fashion week? The days of this time of the year are always hectic, with no breaks. The morning starts early. I don’t take long to get ready, but that’s because I choose my outfits the week before the shows. When I need to attend the first show I leave the house around nine o'clock otherwise I take it easier. I stay away from home up to 8.00 pm and, during break between shows, I take the opportunity to attend the presentations of the brands that interest me or with whom I collaborate. The only real break is lunch at Camera Nazionale, where I meet with other accredited bloggers to discuss with them about fashion and fashion shows and for a bit of gossip. In the evening it's time for parties and events that is, of course, if I don’t choose relax a little or to write posts on the shows of the day.