{"id":9865,"date":"2025-11-19T08:22:05","date_gmt":"2025-11-19T08:22:05","guid":{"rendered":"https:\/\/vm-shirt.com\/fashion-magazine_milano_testo-in-inglese\/"},"modified":"2026-01-23T14:31:36","modified_gmt":"2026-01-23T14:31:36","slug":"fashion-magazine_milano_testo-in-inglese","status":"publish","type":"post","link":"https:\/\/vm-shirt.com\/it\/fashion-magazine_milano_testo-in-inglese\/","title":{"rendered":"FASHION MAGAZINE_MILANO_Testo Intervista di Bigotta. Di seguito trovi anche la news con testo in italiano."},"content":{"rendered":"\t\t
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https:\/\/issuu.com\/fashion_ecomarket\/docs\/fashion_magazine_n_2_2025?fr=sZTk3ZDg2Mzc5OTU<\/a><\/p>

FASHION MAGAZINE MILANO nr.2 GIUGNO 2025 pag.78 <\/strong><\/p>

INTERVISTA con<\/b> BIGOTTA.<\/strong><\/p>

1 \u2013 You founded VM Art in 2016: how did this idea come about? What <\/strong><\/p>

would you have done if not this?<\/strong><\/p>

VM Art was officially born in 2016, but its roots go much further back. Around <\/em><\/p>

2002, I created M\u20acURO (ME&EURO), an autobiographical character embodying<\/em><\/p>

my reflections on contemporary society \u2014 cultural homogenization, media<\/em><\/p>

power, and especially how our survival depends on money.<\/em><\/p>

M\u20acURO’s body reflects exactly that: a being that can only exist through<\/em><\/p>

consumption \u2014 a tragicomic icon of our times.<\/em><\/p>

At first, I drew scenes from my life as seen through M\u20acURO on tiles I recovered<\/em><\/p>

during my apartment renovation, or I used plastic supports and paints.<\/em><\/p>

One of the first artworks was about a trip to Rome when my Nissan Micra broke<\/em><\/p>

down on the highway. One of my friends pushed it for kilometers \u2014 a surreal <\/em><\/p>

scene I turned into a mini graphic novel in M\u20acURO style.<\/em><\/p>

From there, many other stories were born \u2014 like the love affair between M\u20acURO<\/em><\/p>

and Miss Dollarina \u2014 and I even dreamed of an animated version, including 3D,<\/em><\/p>

drawing storyboards and studying movement.<\/em><\/p>

After years in architecture and design, with abstract art as a side practice, I<\/em><\/p>

moved to the Caribbean, then in 2016 a dear friend, Edoardo Hidalgo (the same<\/em><\/p>

one who pushed the Micra!), invited me to Shanghai to collaborate on a large<\/em><\/p>

urban planning project. He was the one who encouraged me to take up my <\/em><\/p>

drawings again \u2014 he’d seen them being born.<\/em><\/p>

That\u2019s when I decided to bring M\u20acURO to the world, printing it on T-shirts. That <\/em><\/p>

was the first step toward VM-SHIRT.<\/em><\/p>

If I hadn’t done this? I\u2019d probably still be seeking ways to blend art, activism, <\/em><\/p>

and satire \u2014 tools that have always been inseparable from life for me.<\/em><\/p>

Because being free… is an act of rebellion!<\/em><\/p>

2 \u2013 Nowadays colorful T-shirts with graphics are everywhere. What makes <\/strong><\/p>

yours different? What inspires you? <\/strong><\/p>

My T-shirts are personal narratives. Each graphic is a message \u2014 often <\/em><\/p>

provocative or surreal \u2014 born from my experiences, my most radical thoughts,<\/em><\/p>

and a single desire: to transform the everyday into living art.<\/em><\/p>

While many dream of changing the world, mine is to leave a mark through a<\/em><\/p>

total work \u2014 a conceptual monument that is both a memento and a warning.<\/em><\/p>

I imagine a performative installation: a suspended metal structure \u2014 a fragile<\/em><\/p>

symbol of democracy \u2014 covered in burning banknotes, right in the heart of<\/em><\/p>

Times Square. When the fire dies out, the bare structure remains in the air, a <\/em><\/p>

silent witness of a necessary flame.<\/em><\/p>

My graphics aren\u2019t made \u201cto please\u201d but to communicate, provoke, stimulate<\/em><\/p>

thought \u2014 sometimes with irony. \u201cMisery loves company,\u201d they say \u2014 but I want <\/em><\/p>

that \u201ccompany\u201d to also be awareness.Then there\u2019s M\u20acURO, my artistic alter ego: a critical observer, victim, and<\/em><\/p>

narrator of our times. Through him, I tell stories \u2014 it\u2019s as if I write and Keith <\/em><\/p>

Haring draws.<\/em><\/p>

Haring is my visual shorthand: his direct, universal language perfectly<\/em><\/p>

expresses my ideas.<\/em><\/p>

Aesthetically, I use bold colors, sharp contrasts, and a mix of pop art, comics,<\/em><\/p>

and underground graphics, with digital influences. But what truly sets my shirts <\/em><\/p>

apart is the approach: they\u2019re not fashion \u2014 they\u2019re wearable messages.<\/em><\/p>

3 \u2013 Next year your brand turns 10. What have been the major milestones <\/strong><\/p>

and what’s next? What\u2019s your typical customer? <\/strong><\/p>

Yes! <\/em>VM-SHIRT is still a 10-year-old child \u2014 but 2026 marks the birthday of an idea<\/em><\/p>

that has kept evolving without ever losing its soul.<\/em><\/p>

Milestones are all linked to human encounters, travel, and spontaneous<\/em><\/p>

insights: from the first printed shirts in Shanghai to street art in Belgium, to<\/em><\/p>

collaborations with artists and performers. Every phase has been a journey of <\/em><\/p>

continuous experimentation and creative expansion.<\/em><\/p>

One turning point? When I saw people wearing my shirts not for aesthetics but <\/em><\/p>

for the message.<\/em><\/p>

VM grew through genuine word of mouth, thanks to people who connected with<\/em><\/p>

a broader narrative \u2014 rich in content and vision.<\/em><\/p>

My typical customer? A curious, youthful mind with forward-thinking spirit. A <\/em><\/p>

gentle rebel. Someone unafraid to be themselves. I don\u2019t target the <\/em><\/p>

mainstream, but those who seek an alternative language, who love art and<\/em><\/p>

social critique, and reject the passive crowd.<\/em><\/p>

Right now, I\u2019m developing new collections that integrate experimental<\/em><\/p>

techniques, digital formats, and innovative materials. It\u2019s a long, slow process, <\/em><\/p>

but necessary.<\/em><\/p>

At the same time, I\u2019m working on public art, installations, and performance. My <\/em><\/p>

dream? To fuse art and fashion into a single urban and collective act. <\/em><\/p>

Something that happens on the street, in front of everyone, and leaves a mark.<\/em><\/p>

4 \u2013 Can you tell us more about your company? How many of you are there, <\/strong><\/p>

who are the key figures (besides yourself), where are you based and where<\/strong><\/p>

are the T-shirts produced?<\/strong><\/p>

VM-SHIRT is small but very dynamic. I’ve always handled everything directly: <\/em><\/p>

design, graphics, suppliers, production, marketing, web design, sales,<\/em><\/p>

influencer campaigns… and more.<\/em><\/p>

As founder, creative director, and illustrator, I\u2019ve led the brand since day one,<\/em><\/p>

but VM\u2019s strength also lies in collective work and a shared artistic vision.<\/em><\/p>

Recently, I\u2019ve been building a more structured network: partnerships with<\/em><\/p>

agencies in Portugal, the Netherlands, and Italy; a team for web, logistics, and<\/em><\/p>

supplier relations. Together we ensure quality and consistency. <\/em><\/p>

I\u2019m constantly looking for reliable suppliers to deliver a high-quality product<\/em><\/p>

with a good balance between price and service. It\u2019s a long and sometimes <\/em><\/p>

exhausting process.The T-shirt market is saturated \u2014 that\u2019s why content and vision matter more<\/em><\/p>

than just \u201cmerchandise.\u201d<\/em><\/p>

I work with a fluid network of collaborators \u2014 independent artisans who jump<\/em><\/p>

into projects as needed. We\u2019re not an office \u2014 we\u2019re more of a creative lab. <\/em><\/p>

VM is my life. Every project is born from artistic urgency and developed with <\/em><\/p>

care.<\/em><\/p>

We\u2019re based in Brussels, but with a global outlook. Major production has been <\/em><\/p>

in Germany, in limited runs, with meticulous attention to materials and detail.<\/em><\/p>

We work with certified cotton and suppliers committed to sustainability and<\/em><\/p>

transparency.<\/em><\/p>

Each collection is curated like an exhibit: concept, storytelling, palette \u2014<\/em><\/p>

everything follows an artistic vision through to the finished product.<\/em><\/p>

5 \u2013 How is your distribution organized? I imagine e-commerce and social <\/strong><\/p>

commerce play a big role?<\/strong><\/p>

After the early prints in Shanghai and the excitement from friends, family, and<\/em><\/p>

an expanding public, I began experimenting with online platforms like Shopify,<\/em><\/p>

Printful, and especially Teespring (now Spring), which was a key part of my e-<\/em><\/p>

commerce journey.<\/em><\/p>

For years, it was my testing ground for prototypes now in circulation.<\/em><\/p>

Last year, I finally launched my own webshop \u2014 now my main channel. I run it <\/em><\/p>

myself with obsessive care for user experience and message consistency.<\/em><\/p>

Every purchase is an act of trust. I don\u2019t see buyers as mere customers \u2014 I <\/em><\/p>

often send custom drawings to people who connect with the project. It\u2019s my <\/em><\/p>

way of reviving the human side of commerce, which has faded in the post-<\/em><\/p>

pandemic world.<\/em><\/p>

I\u2019m also growing my social commerce with targeted campaigns, editorial<\/em><\/p>

content, and creator collaborations.<\/em><\/p>

But selling is not my main goal: it\u2019s about building community, sparking<\/em><\/p>

conversation, igniting thought.<\/em><\/p>

Despite the digital focus, I want to expand physical distribution through<\/em><\/p>

concept stores, galleries, and temporary spaces that share my vision.<\/em><\/p>

This June, for example, I\u2019ll be part of musical events in Portugal and urban<\/em><\/p>

interviews in Amsterdam, thanks to a key collaborator, Cindy Koopmans.<\/em><\/p>

In the past, I\u2019ve sold through select boutiques, but I have strict criteria: the<\/em><\/p>

space must be an extension of the project, not just a sales point.<\/em><\/p>

It takes time, selection, and budget control.<\/em><\/p>

I believe in hybrid, human and digital distribution \u2014 always consistent.<\/em><\/p>

VM is not fast fashion and never will be: every piece has meaning and is part of<\/em><\/p>

a larger story. Those who wear it become part of that story. <\/em><\/p>

6 \u2013 Where do you see VM in five years?<\/strong><\/p>

My future plans? What\u2019s cooking on VM\u2019s table? <\/strong><\/p>

I have countless ideas \u2014 some already underway, others still in their early<\/em><\/p>

stages \u2014 all driven by one vision: making VM-SHIRT a total experience, beyond<\/em><\/p>

fashion.<\/em><\/p>

I\u2019m working on new collections combining illustration, storytelling, and tech,though daily responsibilities currently limit my artistic time. A solid structure is <\/em><\/p>

needed for full growth.<\/em><\/p>

Within two years, I foresee rapid brand expansion, and hope to find strong<\/em><\/p>

partners \u2014 perhaps a major label ready to grow VM as a sister company.<\/em><\/p>

If all goes well \u2014 in a sea of sharks and short-lived startups \u2014 in five years I see<\/em><\/p>

VM-SHIRT as an extended community, with independent international branches<\/em><\/p>

in the US and Asia.<\/em><\/p>

My role? To create a vast archive of images \u2014 much larger than the current one <\/em><\/p>

\u2014 while the fashion line launches new themes each season.<\/em><\/p>

Meanwhile, I see myself around the world working on M\u20acUROLAND: a large-<\/em><\/p>

scale urban art project inspired by historical muralists, reinterpreted through a<\/em><\/p>

conceptual, modern lens.<\/em><\/p>

Each piece \u2014 spread over buildings, walls, rooftops \u2014 forms a fragmented<\/em><\/p>

mosaic, visible only from a distance: maybe a hilltop, panoramic view, or drone<\/em><\/p>

shot. From afar, M\u20acURO appears like a Buddha \u2014 a shared message across the <\/em><\/p>

city, turning urban space into a visual voice of peace, love, and understanding.<\/em><\/p>

The goal is to take M\u20acURO beyond commerce \u2014 into symbolic spaces like<\/em><\/p>

cities, squares, and public grounds \u2014 to reach even those who\u2019d never buy a<\/em><\/p>

shirt.<\/em><\/p>

For me, the power lies in the gesture, not the product.<\/em><\/p>

I never want VM to become just a brand. I want it to remain a voice, a gesture, a <\/em><\/p>

provocation.<\/em><\/p>

Each T-shirt is a medium \u2014 a gateway to something bigger. A portable, living <\/em><\/p>

artwork that continues to speak after the purchase.<\/em><\/p>

VM will keep speaking, challenging, and \u2014 hopefully \u2014 making people smile.<\/em><\/p>

M\u20acUROLAND \u2013 Inspirations Behind My Urban Concept<\/p>

  1. eL Seed \u2013 Perception (Cairo, Egypt)<\/li><\/ol>

    The French-Tunisian artist created a mural spanning 50+ buildings in<\/p>

    \u201cGarbage City.\u201d Viewable only from Mount Muqattam, it forms a phrase <\/p>

    in Arabic calligraphy: \u201cHe who wants to see the sunlight clearly must<\/p>

    first wipe his eyes.\u201d<\/p>

    2. Felice Varini \u2013 Trois Ellipses Ouvertes en D\u00e9sordre (Hasselt,<\/p>

    Belgium)<\/p>

    The Swiss artist made an anamorphic piece across 99 buildings in the<\/p>

    old town. The forms align perfectly only from one precise viewpoint, <\/p>

    turning the city into an optical illusion.<\/p>

    3. JR \u2013 The Chronicles of San Francisco (USA)<\/p>

    French artist JR created a digital animated mural featuring over 1,200<\/p>

    city residents \u2014 photographed and interviewed \u2014 telling the city\u2019s<\/p>

    story through its people.<\/p>

    4. Sister Corita Kent \u2013 Gas Tank Mural (Boston, USA)<\/p>

    The activist-artist painted a giant mural on a gas tank in Dorchester.<\/p>

    Viewable even from airplanes, its vivid colors and uplifting messages<\/p>

    transformed an industrial symbol into one of hope.<\/p>

    5. Pueblo Levee Mural Project (Colorado, USA)5.<\/p>

    The world\u2019s longest mural (over 3 miles) on the Arkansas River levee,<\/p>

    started in the 1970s by students and artists \u2014 a monumental example<\/p>

    of participatory urban regeneration.<\/p>

    Let the city become a canvas! That was my goal when I first arrived in Brussels. <\/p>

    7 \u2013 Can you share an idea of your sell-in prices?<\/strong><\/p>

    Prices vary depending on channel, collaboration, and volume. I never aim to <\/em><\/p>

    compete on price, but on perceived value.<\/em><\/p>

    VM-SHIRT has a mid-to-high positioning, with flexible, independent margins.<\/em><\/p>

    For concept stores or galleries, we discuss pricing based on context and<\/em><\/p>

    audience.<\/em><\/p>

    I\u2019m always open to working with distributors on solutions that reflect VM-<\/em><\/p>

    SHIRT\u2019s identity and values \u2014 never compromising on quality or experience.<\/em><\/p>

    I\u2019d also like to develop a \u201climited edition\u201d line or premium collaborations, while<\/em><\/p>

    keeping an accessible base range. Raising prices may reinforce the \u201cwearable <\/em><\/p>

    art\u201d perception, but we must avoid becoming distant or exclusive.<\/em><\/p>

    For now, I prefer to test select premium items and monitor the audience\u2019s<\/em><\/p>

    response.<\/em><\/p>

    All VM-SHIRT designs are registered under Vincenzo Mennillo for copyright<\/em><\/p>

    protection.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

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