Best new designer/brand and Best new Italian designer/brand are the categories in which in addition to talent for communication and message effectiveness, a more or less emerging brand is rewarded in perspective. For the former, Tal Maslavi was awarded the prize, who through the film Autonomous Sensory Meridian Response, referring to the ASMR videos that are depopulating on social media, expressed her concept of dress up to the representation of an edible tank top.
«In my final collection, I examined the human need for touch, interaction. Looking at the ease with which we have expropriated our senses in the transition to digital life», Maslavi explains. For the Italian category, the winner is Sara Battaglia, who through the staging implemented by model Anna Cleveland wanted to ironize the usual way fashion wants to take itself seriously.