“I Wear Pasolini”. Icon-men, Fashion Branding and the Intellectual as Celebrity

In March 2015, the magazine Icon, Uomini e stili published a photo- editorial dedicated to Pier Paolo Pasolini”. Pasolini was impersonated by a fash- ion model, dressed to evoke a mild, self-conscious informality, placed in a number of settings reminiscent of the Italian 1950s, 60s and 70s. This construction is embedded in contemporary celebrity culture, where fashion industry’s marketing exploits the centennial machineries of film stardom and the idea of a trendy individuality is expressed through brand-oriented modes of consumption.