Federico Protto

Federico Protto

The main inspiration is the journey to my birthplace Montevideo, Uruguay in January 2016 for the first time after 12 years. This return led me to question the idea of origin and destination: Where am I from? Where am I now and where am I going?


What at first seems profane resulted in a very intense and manifold research and chain of associations. Looking into the traditional, historical and ethnical fashion of my birthplace suggested to work with the cowhide as a main material and the Gaucho – an archetype of a South American persona – in a figurative and also abstract manner.


Unlike the north American cowboy who quickly turned into a character of mainstream pop culture, the gaucho still fulfills the picture of a noble but free man living in harmony and love with nature, similar to a shaman. The cow in mythology symbolizes the sky and fertility but also works as representative of Heimat up until this day.

Utopian shaman of the digital times

Spiritual topics and elements are reoccurring and omnipresent in my whole work, it is my goal to find pictures, techniques and situations to provide the carrier of the garments the possibility to evoke those valuable spiritual states of mind in any situation.


I see my garments more as energetic artifacts, the person wearing them as Utopian shaman of the digital times. Looking into a more tolerant and bright future I bent and twisted the over stylized masculinity of the Gaucho into a gender fluid appearance.


Photography –

Anna-Sofie Lugmeier

Model – Diana Barbosa Gil

Diana is looking into an artwork from the series ‘envelopes I-IV’ by Lukas Kaufmann

Look book:

Fashion design & creative direction: Federico Protto

Assistance: Janina Weißengruber

Photography: Zentrale digitale werkstätte fotografie, die Angewandte

Hair & make up: Alexandra Elena

Sunglasses: Federico Protto X Silhouette

Assistance sunglasses: Noemi Polo

Assistance sandals: Karolina Jurikova

Graphic design: Victoria Preuer

Models: Sofie Haiden, Anna Rubner, Paul Ebhart, Shaqil Wenninger

I come from different places

Federico Protto, Poem, 2016

I Step into the unknown.

We created our own rules and lived far away in the wilderness,

we didn’t care much about

Society and civilization

to sing and evoke the good spirits, to tell the future,

to give advice, to teach new rituals.

My uniform, I put it on to evoke ghosts,

to feel more inside the element, to understand more about

the past and the present and the future.

I come from different places,

I am a traveler, a hunter, a collector.