I Don't Know Where, but Together

Fashion, colour and vibrancy are the themes that summarise I Don’t Know Where, But Together (Non So Dove, Ma Insieme), an Italian production from the fashion viral-video director Luca Finotti in a collaboration with Italian label MSGM.

The short commercial film is filled with enthusiasm and optimism, and very much a product of its time following a brutal and difficult year. The youthful cast venture around the sunny streets of Milan making the most of their freedom, whilst of course decked out in the latest outfits curated by the fashion brand funding the whole venture. Relationships are established and teased throughout, as the 6 friends converge on a late-night outdoor party.

Whilst I Don’t Know Where, But Together is clearly a commercial film designed to advertise the products of the MSGM fashion label, it at least features a creative storyline and striking cinematography that makes it a succulent, sugar-rush of a watch. Perhaps vivacious production was to be expected given the purpose of the film, and it being a creation of fashion-video specialist Luca Finotti – but it makes a welcome shift from the overly pretentious melodramatic style the genre is known for. Rather than present an unobtainable standard that works to entice viewers through desire to be a part of something exclusionary, the diverse and carefree group presented will remind audiences of their own loves and friendships – eliciting positivity and enthusiasm.

The film imitates pop music videos – to such a degree viewers would be forgiven for wondering whether this was the pieces’ actual purpose. The synchronisation of music and imagery works in the film’s favour, effectively amplifying the sense of fun and excitement the film exudes. No dialogue is featured in the piece, with Finotti instead allowing his cast to tell their story through emotions and actions alone – a wise choice considering his casting call went out over Instagram and intentionally focused on non-actors.

Ultimately the film is limited in that it is primarily an advert for a brand, and whilst clearly creative and original, is ultimately designed to sell clothes. The values it presents are progressive, inclusive and positive – but you can’t shake the feeling that they would be cast aside in a second for MSGM to add a zero onto their bank balance. You can’t blame Finotti, the cast, or the label to be fair to them, for commercialism. But not matter how enthusiastic or hopeful the film, there’ll always be a hint of cynicism where big money is involved.