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The streets of Milan received an extra dose of Fashion September 2016 when Rankin staged an open-air exhibition of his work during Milan Fashion Week.

Titled Outside In, the exhibition in Via Montenapoleone opened to the public on the 21st of September 2016, showcasing Rankin’s signature playful sense of humour in the exhibit’s conception. The series of portraits of models inside white boxes, lining the streets, created an illusion or trompe l’oeil, aided by the fact that each model is photographed from a different perspective. The models, too, conveyed a different emotion meant to display internal feelings shown on the outside — hence the exhibit’s name.

“[There are] no ticket prices, no queues, no being cut off from the world, it’s there for everyone to access, 24 hours a day, from shoppers and tourists during the day to party people at night, to the stragglers and the last ones standing at dawn. It’s going to be purely subjective. Worlds within worlds within worlds.” - Rankin discussing the project in 2016.

Outside In was promoted by the Montenapoleone Association, which represents 140 Global Luxury Brands.

“It’s really an honour to host the famous photographer Rankin with a work created expressly for us,” said Association president Guglielmo Miani in 2016. “We celebrate fashion and continue to promote cultural initiatives which have the advantage of bringing the art of photography in the heart of the city.”

The exhibition ran for the duration of Milan Fashion Week, sponsored by Audi.

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