THE PITTI LOOM
is the theme of
Pitti Immagine Filati 99
News
Edition 99
09.03.2026
THE PITTI LOOM is the title of the advertising campaign accompanying the 99th edition of Pitti Immagine Filati. Loom as weaving loom, the primordial element of the art of weaving. Mechanical yet poetic, capable of transforming a simple thread of wool into a work of art. Gear or interweaving of lines? One cannot help but wonder when looking at the image created for the visual by Chris Vidal Tenomaa and Tuomas Laitinen, editor in chief and fashion director of SSAW Magazine.
The creative process for this poster began with a simple image: the surface of a swimming pool with a thread of wool floating over it. The pool evoked stillness and clarity, while the thread introduced a soft, organic contrast. Rather than preserving this calm atmosphere, I reworked the image through multiple phases of editing and abstraction. By manipulating contrast, color, texture, and form, the smooth water gradually transformed into rigid, metallic surfaces. The delicate thread evolved into a structural line, resembling cables or technical elements of a textile machine or a loom. With each iteration, the image progressively moved away from its origin. The serene pool vision became an industrial environment, replacing fluidity with structure and softness with weight. The final poster no longer represents water, but a constructed and mechanical space, referencing knitwear, while still evoking subtle traces of its departure point.

— Chris Vidal Tenomaa e Tuomas Laitinen, editor in chief and fashion director of SSAW Magazine