New York - March 11, 2011


Fiorentini + Baker, the Italian footwear brand coveted by celebrities and the stylish elite, is celebrating its 10th anniversary in Fall 2011.  Founder and designer Deborah Baker is marking the occasion with the launch of a limited edition of her most iconic boot, the Eternity Three Buckle. Worn by such A-Listers as Sarah Jessica Parker, Jennifer Aniston, Keira Knightley, and Halle Barry, the 10th anniversary Eternity Three Buckle will be a spin on the icon and is hand-signed by Baker. The event will also be celebrated by hosting a private party at the brand’s New York Flagship store.

“The 10th anniversary of Fiorentini + Baker is a very happy occasion for me,“ said Baker. “To celebrate it, it was important to me to recreate one of the classic styles in its original form.”

The British-born Baker moved to Bologna, Italy in 2001 to design and craft the label there. In just ten years, Fiorentini + Baker has become one of the most influential and insider footwear brands. Despite its celebrity following - Gwyneth Paltrow, Victoria Beckham, Tom Cruise, Julianna Margulies and Kate Beckinsdale are fans – the label has always maintained an understated, low-key attitude.

The 10th anniversary is also marked by the launch of Fiorentini + Baker Junior, its first children’s line, featuring pint-sized versions of its most iconic looks. As well, Baker has introduced handbags, belts, and jackets that reflect the brand’s unique sensibility.

Fiorentini + Baker has three dedicated stores: the original in Baker’s home city of Bologna, one in London’s Notting Hill, and the new flagship in New York City’s SoHo that opened in January 2011.

Prometeo is the hero who challenges Zeus, an exceptional character who undertakes repeated challenges tpwards the gods, and who pays with his suffering and his flesh, which is devoured every day by an eagle.

Prometeo…so distant in time, from our time, but at the same time so near to us.

Today Prometeo returns with strength, challenges the world and its rules, and invents worlds which make us reflect on our existance.Prometeo is not exactly a man, but he loves men .He is not even a “god” , and like a “bastard” bears witness to this state of intelligence and thought.

Prometeo is he who understands in advance, who prefers astuteness to force but above all the rebel which contests authority, and who refuses stable order.

The story of the myth of Promoteo contsitutes in reality the heart of ancient wisdom, the origins before the great tradition of greek philosophy developed in a conceptuale form, with the aim to define the limits of life for us mortals.

With these works, we aim to awake those “sleeping metaphors” of greek mythology which is above all still a philosophy “in a story form” a strife which aims to rispond in a laymens way to the questions of life.

My way to see it is this indissolubly traditional poetic and philosophical dimension, of mythology and make it still today so fascinating and interesting.

The rebellion of Prometeo is a mythical architype of freedom of spirit.

The hero is always a warrior, transcendence is a always “armed” and its weapon is the sword.

On the sword we incise the word justice , and with the sword, a cutting weapon, we realise the categorical separation between good and bad.

The sword becomes the architype of instruments made and created by man to “separate”, and together symbols the spritual ascension of the hero.

The installation, in honour of Prometeo , made up of 50 swords which pierce the matter, a resistant material impossibile to pass through in reality, but not in myth, impossibile in daily life but not in our imagination. To enter into the impossibile space of dream and fantasy, concretely and physically, but with the awareness that all we can do is “pretend that it’s true” illude ourselves and think that it is possible to defeat the matter, the body, and our death.The more we try to separate and diveide these things, the more we create distinctions : good and evil, wisdom and foolishnessness, truth and untruth. We are left with just one way to affront the world and our existence and with that to under stand these distictions, and that is to enter into the dimension of PLAY.

Playing in itself, thug a spiritual activity, does not contain a finction of morals, virtues or sins. Every game is above all a free action.A game which is commanded is not really a game. A game is not “ordinary” or “real” life an exit to enter into a temporary sphere of activity with our own ending, ( pretending )

Playing is an existential act, which brings u sto a consideration purely immanent of human things, in play man trancends himself , beats the determinations which surround him, he evades himself , out of every fixed situation , and emerges in a vital depth of original possibilitiies to commence from the beginning to free himself from the load of his history.

Man realises in his choices of things and circumstances and determines his own individuality and life.

This life, his existence, in the world which he creates cannot in reality be abandoned, he cannot in reality escape, or pass over his own actions, but all this he can do in the “UNREAL” world of a game.

A game sometimes frees us from the history of our actions, it frees us from the operas of freedom, it gives us back a sense of iresponsibility, to live a life full of pleasure.

Promoteo in this project becomes our playmate.