Prato is host to the first exhibition ever dedicate to the iconic object that made the career of designer Gianfranco Ferré: the white shirt. A far cry from the Oxford button-down, Ferré was inspired by many things around him, from historic costume to buildings, and applied an architectural eye in the construction of wearable art. Twenty-seven white shirts hang, dramatically lit, in a room in Prato’s Museo del Tessuto, accompanied by catwalk videos, original sketches and photos that demonstrate the masterful construction of these pieces.

The construction of Ferré’s shirts stands up to almost scientific study, through x-ray like photos by local photographer L. Salvini. (Real x-rays were tested, but didn’t work well, so the shirts were photographed on a gigantic light box.)

The graphic black and white of the exhibit display is kept clean by the use of a responsive website where visitors can find extra information that has been banned from extra long labels. Free wifi in the gallery makes this possible, and is indicated clearly on totems along with a call to share on social media channels.

The exhibit is accompanied by a series of activities, including special workshops for fashion higher ed students, as well as free guided tours on Sundays at 4:30pm, and various conferences. From a social point of view, we at Flod have assisted the Museo del Tessuto in the creation of an Instagram challenge in collaboration with the local group IgersPrato, which will have a kickoff event and closing party with prizes.

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In addition to the show dedicated to Ferré, the Museo del Tessuto’s historical textile area currently displays textiles from the Renaissance (extended until March 30), plus you can visit the permanent collections about local production history and the hands on area about how textiles are made.

Visitor information

The white shirt according to me. Gianfranco Ferré
Prato Textile Museum, Via Puccetti 3, Prato (Italy)
February 1 – June 15 2014
Opening hours: Tuesday through Thursday: 10 a.m. to 3 p.m. Friday and Saturday: 10 a.m. to 7 p.m. Sunday: 3 to 7 p.m., Closed Monday
Entry fee: Full price: 8 euros Reduced price: 6 euros
Official Exhibition website:

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