Important Exhibition Celebrates 50 years of Italian Fashion
“Cinquant’anni di moda italiana” is the title of an exhibition which opened on July the 12th at the Villa Genovese Zerbi in Reggio Calabria, lasting till August the 31st.
This exhibition stars the most famous creations of designers who influenced the history of Italian fashion, establishing the Made in Italy name as synonymous with quality, class and original elegance everywhere in the world. This show tells the story of the main protagonists who made Italian fashion famous over the years, with a graphic exhibition beginning with the birth of glorious high fashion in 1950 and finishing with today’s fashion. Pictures describing the development of Italian trends over the years are accompanied by historic creations characterizing each designer to demonstrate the style which established his popularity and his label in the world.
Plexiglass showcases display valuable accessories and jewelry designed for important events and people. A big screen reproduces some unpublished images of the first Made in Italy fashion shows and exclusive interviews with their protagonists.
This exhibition’s journey through fashion history includes the biggest names in Italian fashion, such as: Renato Balestra, Raffaella Curiel, Sorelle Fontana (the main promoters of early Italian fashion around the world), Egon Furstenberg, Gattinoni, Lancetti, Gai Mattiolo, Lorenzo Riva, Valentino, Giorgio Armani, Laura Biagiotti, Mariella Burani, Roberto Cavalli, Enrico Coveri, Dolce & Gabbana, Gianfranco Ferré, Alberta Ferretti, Gucci, Krizia, La Perla, Max Mara, Missoni, Prada, Luciano Soprani, Trussardi, Versace.
It’s the first time that such a big fashion exhibition has been staged in Italy: many similar shows on Italian style have been organized in previous years, always in foreign countries such as Greece, Russia, Japan, Peru, Brazil, China, France…. but never in Italy!!!!
This year, to mark the 50th anniversary of Italian fashion, it has been decided to arrange a big show here in Italy where fashion took its first steps, thanks to the invaluable collaboration of Fiorella Galgano and Alessia Tota supported by Assessore Antonella Freno and the entire municipality of Reggio Calabria.
All the exhibited material comes from the archives of every designer involved, except for a few special creations lent by private collectors, such as the heavy silk dress created by Schuberth in 1950 (owned by Elsa de Giorgi) or the dress and matching overcoat made of gold brocade, also created by Schuberth in 1958 and belonging to Mariella Giurato Sacchi)
Some creations are archetypes of a particular social or historical era, reflecting the life style of those years, while others are closely linked to the cinema of Neorealism and the birth of Hollywood, such as the dresses characterizing the “Dolce Vita”, the famous movie directed by our Italian Federico Fellini and set in Rome, sealing the success of the beautiful actress Anita Ekberg. In that period, fashion was inextricably linked to the American movie: the bride dress created for actress Ava Gardner and then worn by Anita Ekberg in the film “La dolce vita” was created by the Fontana sisters, just as the legendary dress worn by Audrey Hepburn in “War and Peace” was entirely created by the Italian designer Gai Mattiolo. The important fellowship between Italian fashion and the American movie world, continued into later years, when Luciano Soprani created a precious bustier-dress for the actress Jacqueline Bisset, worn by her in the movie “Wild Orchid”
As well as showing historic symbols of Italian fashion creations, the exhibition in Reggio Calabria also includes many spectacular creations worn by actresses and celebrities for spectacular events such as at the night of the Oscars: the dress made of tulle and enriched by golden glitter, created by Prada and worn by the actress Cate Blanchett, or the one made of chiffon worn by Milla Jovovic at the opening of the movie “The Messenger: The Story of Joan of Arc” in Los Angeles. Visitors to the show, can also see the suit created by Brioni for Pierce Brosnan in the film “Die Another day” (2002).
On display are also representative creations by each Italian famous designer present at the exhibition, such as the historic red Valentino dress worn by the actress Elizabeth Hurley at the Estée Lauder’s Charity in 1998 or the typical Armani tailored women’s dinner jacket, entirely decorated in gold and blue, or the colorful dress created by Enrico Covery, embroidered with sequins everywhere. You can also see Versace’s unmistakable glamourous style in the dress made of “Jungle effect” printed silk jersey created in 2000, the style proposed by Lancetti and inspired by Picasso masterpieces or the tribute to the painter Egon Schiele in the dresses proposed by Raffaella Curiel.
Unmistakable too are Gianfranco Ferrè’s sophisticated creations, Gucci’s wonderful style, Mariella Burani’s enhanced femininity, Jenny’s sensuality, Krizia’s pleats, Roberto Cavalli’s printed silk and the soft Mediterranean style typical of Dolce Gabbana.
As already indicated here above, this important fashion event can be visited up until August the 31th in the evocative surroundings of the beautiful Villa Genovese Zerbi of Reggio Calabria. It is an amazing chance to come into close contact with the pure essence of Italian fashion, visiting something really evocative of Italy and of its many historical traditions. If you really are a lover of fashion you really mustn’t miss this opportunity!!! Then, you can always use this important exhibition as an excuse to visit one of the most spectacular regions of Italy, rich in history and wonderful historic buildings and monuments: a relaxing holiday immersed in culture and pure beauty!!!!
