Puffy Streetwear and Luxury Urbanism: Expressing Yourself Through Urban Luxury
PDF FW25 – What took place in Milan yesterday was an emblematic evening that highlighted today’s dominant fashion trends. On one side, there was Philipp Plein’s luxury rebel with his exclusive after-party, while on the other, we found PDF, Domenico Formichetti’s brand, which strongly celebrates streetwear and the trap music culture.
PDF: Pecora Della Foresta – A Provocative Brand
PDF, an acronym for “Pecora Della Foresta”, is a deliberately ironic and provocative name chosen by Nicola Formichetti for his streetwear brand. The name reflects the brand’s philosophy, celebrating individuality and uniqueness, much like a “lost sheep” standing out from the flock. This choice also embodies the non-conformist spirit and sense of humor that define both the brand and Formichetti himself, known for his innovative and out-of-the-box approach in the fashion world.
Domenico Formichetti: The Designer
Domenico Formichetti, designer and creative visionary, is renowned for his innovative and personal approach to fashion. He began his career as a stylist and creative director, forging a strong bond with the international fashion industry. Born in 1993 in Chieti, Abruzzo, Formichetti found his true home in Milan, where he planted roots and continued to grow artistically.
A Career that Fuses Creativity and Boldness
Formichetti is also closely linked to Lady Gaga, with whom he collaborated as stylist and creative director, helping define the iconic image of the popstar. His career is characterized by a distinctive aesthetic that blends tradition with avant-garde elements, combined with a bold and provocative approach to fashion.
Beyond his work as a stylist, he has created various independent fashion projects and continuously explores new concepts in design, as seen with PDF, a project born from his personal vision and desire to fill a creative void in his own wardrobe.
PDF: A Personal and Distinctive Project
PDF is Domenico Formichetti’s project aimed at filling the empty spaces in his wardrobe and in the wardrobes of those who see the world through his lens. As he himself puts it: “I start with what I want and what I can’t find. What I need. Everything I do is missing. It’s missing to me first. I do what I desire, in the way I like.”
PDF’s Milan Show
Yesterday, in the heart of Milan’s design district in Tortona, PDF held a show that cemented its place as a leading name in emerging streetwear. With an incredible turnout, the show put the spotlight on one of the hottest Italian brands of the moment. The rich front row, which included emerging designers like those from The Attico, as well as a selection of Italian artists and singers such as Gaia, Tony Effe, Anna, Lazza, Ghali, Tedua, and many others, is tangible proof that PDF is now a reference point for the younger generation.
PDF: The Brand of Urban Culture
Needless to say, PDF has now become synonymous with the younger generation. Thanks to its hype and strong connection with urban culture, it is one of the most trendy and influential brands on today’s scene. A true phenomenon that, starting from streetwear roots, has managed to define a new urban aesthetic, bringing a breath of fresh air and innovation to contemporary fashion.
PDF by Domenico Formichetti: The FW25 Collection
In the FW25 runway show by PDF by Domenico Formichetti, the title “BREAK THE WALL” expresses the desire to break down both physical and mental barriers, celebrating inclusivity and transformation.
“UNITED SHOW” concept emphasizes unity and connection between people, creating a fashion experience that goes beyond divisions and embraces diversity, through a shared language of style and innovation.
The Collection: Streetwear with Bold Volumes and Refined Materials
PDF collection features streetwear-inspired pieces, with oversized silhouettes and an obsessive focus on materials and their craftsmanship. The soft or puffy shoes are among the brand’s most coveted items, often sold out. These shoes are certainly a nod to Formichetti’s childhood passion for snowboarding in the Abruzzese mountains.
The baggy pants and bombers with oversized pockets stand out. The pants are worn low-waisted, revealing brightly colored underwear.
This marks a significant debut for the designer, supported by growing hype and the emerging brand The Attico. The Milanese scene introduces two brands that, though different in style, share common stories and are looking to make their mark on the international stage. Milan, along with Paris, continues to serve as a launchpad for many.
Collaboration with Napapijri
Another highlight of the show was the collaboration with Napapijri, featuring extralarge jackets with a rust-effect finish. The military pattern is reinterpreted and brought to life with vibrant colors like white, purple, and red, creating a striking total look.
The Bandana Look: A Fusion of Tradition and Trap Culture
Another key element was the bandana look with the traditional pattern. The design is inspired by cotton bandanas, traditionally worn as head accessories but also as scarves or shawls. The pattern has taken on symbolic value in various youth movements, especially in the ’80s and ’90s. It was adopted by gang groups or used as a symbol of regional identity or belonging. Today, the bandana pattern is reinterpreted in a modern context, merging western and trap influences.
There are also clear references to the New York scene, and it’s not unthinkable that the brand will soon be featured in the New York Fashion Week calendar.
A Fusion with the Sportswear World
There’s also a blend with the sportswear world, thanks to colorful zip-up sweatshirts and uniquely designed pieces. The shoes, crafted with attention to detail and contemporary materials, are another major object of desire.
Nothing was left to chance, including the music of the show, which was specially curated for the occasion.
To close the show, model Sita Abellan, pregnant with her third child, appeared with the DJ. At the end, a symbolic white wall is broken down by indifference, and a group of writers with spray paint cans color the wall with the word “Grazie” (Thank you). A wave of applause marks the end of the show.
Why Was This Brand Created?
The question isn’t so much how the brand came to be, but why it was born. What void did it fill, and what message does it communicate through fashion? The answer is clear: just like the rise of trap music in Italy and around the world, this brand represents a new form of communication. It’s not just born from the streets but also from social media, emerging as a global trend.
The Risk of Hype and the Challenge of Time
We all know that trends can be risky, especially in the era of hype, where the public can quickly shift attention to other trends. The real challenge for PDF will be to continue communicating its values over time, keeping alive the energy that emerged on the runway.
The Brand’s Design: Passion and Authenticity
It is no surprise, then, that the designer, at the end of the show, comes out to greet the audience, hugging his dog and clearly emotional. Despite the “bad boy” image many may attribute to him, Formichetti shows his passion and authenticity, elements that are strongly reflected in this brand and in every creation.
The official website of the fashion brand PDF: https://pdfchannel.com
