SUMMARY
This essay aims at presenting a cultural start-up, Fashion for Theatre, in which I took part as artistic director in summer 2016. It analyses the creative and economic relationship between the International Theatre Festival «Quartieri dell’Arte» (Art Districts) and some fashion designers. In particular, this essay addresses a case study derived from a performance inspired by the famous novel by Andrea Camilleri entitled Il colore del sole (The Colour of the Sun): the play, written by the Festival Director, Gian Maria Cervo, availed itself of the creations of two young talented Italian designer, Gianluca Ferracin e Andrea Masato, who founded together the brand EdithMarcel. The objective of the essay is twofold: first, it focuses on the concrete results of the collaboration between the creative team of Fashion for Theatre and «Quartieri dell’Arte», on the mutual artistic and economic benefits for both parties and on the critical reception and discourse surrounding them; second, it queries the last work of the author, Gian Maria Cervo, in a productive collaboration with EdithMarcel; a cooperation which has succeeded in melting together the two distinct fields of fashion and theatre.