Why Italy Looks Like A Joke, But Its Fashion Industry Is Leading The Trend With Dignity.

"This is a mysterious circle. They are pioneers, inventors, and poets. This small group decides our definition of fashion."

stay London Vitoria Eyre Bert Museum, Italy fashion show, in this exhibition, we see the whole history of Italy after World War II. Under the ceiling of a dome designed as a cathedral, it shows the luxury dress of the famous Italy brand: Valentino Black silk dress Dolce&Gabbana put the Sicilian wild flowers on the skirts. Capucci used the solid geometry of the bright green and bright pink to pull the long skirts. Listen carefully to the background music with a sense of rhythm, which is actually the buzz of sewing machines.

Tailoring technology in Italy

A total of 120 classic fashions and accessories from Italy's famous brands Dolce&Gabbana, Giorgio Armani, Fendi, Gianfranco Ferre, Gucci, Missoni, Prada, Pucci, and Versace are all included in the exhibition. In addition, they include new designer brands, such as the high-ranking series such as the "Tan", the bold clothing design and the two person group of designers and designers, so that we can see a vibrant Italy fashion.

At this time, you will feel the deep and rich influence of Italy on the global fashion industry. At this time, you may think of such a problem:

1, why can fashion in Italy last from the Second World War to the present?

2, why does the fashion industry remain dynamic all the time when the industry in Italy looks very confused?

3. Which elements determine the beauty we see now?

Let's start with the exhibition and listen to the curator Sonnet Stanfill from her point of view.

Historical photos of the historic Sala Bianca show in Florence in 1951

The whole exhibition starts with a picture of the buildings destroyed in World War II, and then switch to the magnificent Sala Bianca. The historic Sala Bianca show in Florence for the first time made Italy fashionable to the world stage in 1951. The show, which was hosted by fashion buyer Giovanni Battista Giorgini, was showcasing the latest design in Italy, bringing a cool breeze to the fashionable circles dominated by Paris at that time. Giorgini, with his connections as a fashion buyer, persuaded many North American department stores to come to his residence in Florence, decorated with crystal chandeliers and champagne. A few days' party gave these distant guests a close look at the Italy brand's workmanship and design. Compared to France, their prices were cheaper. Soon, advanced Italy design became a major export industry.

Clothing displayed at Sala Bianca show

From 1950 to 1960, many Hollywood films took Italy as the viewhouse, including the classic Roman holiday and the Cleopatra. Audrey Hepburn and Elizabeth Taylor became the fans of Italy fashion. The fashion brands in Italy designed the costumes for them. They appeared in the Rome Cinecitta studio, went shopping in Florence, or spent their holidays at the seaside of Amalfi. Their street photo became the mainstream fashion magazine's talk and contributed to the global pursuit of Italy fashion.

At the same time, more and more Italy filmmakers go to Hollywood to develop their star road, bringing a different style of Italy fashion to the United States. In 1960, she was dressed in the movie La Dolce Vita. Italy suit Marcello Mastroinanni has become a national idol. It also makes the request of material tailoring very harsh, and the unique design of Italy suit in pocket and cuff shape has become a hot demand.

Italy fashion is driven by Hollywood movies to the world.

The rise of Italy's fashion after World War has reason to thank Americans, whether they are huge consumer markets or generous investments. The textile industry is the cornerstone of Italy's fashion. Italy's traditional textile, printing, dyeing, tailoring and sewing technology has been in the country for hundreds of years. After World War II, the aid money from the US Marshall plan flowed into the textile industry with a hundred years of history but suffered heavy losses in the war. In the 1960 years of the age of Como, a large number of textile and entrepreneurship factories sprung up in Italy's Biella, Prato and Biella. They took the place of Lyon as the center of global textile materials, because these entrepreneurs could better meet the needs of every season's design change of the clothing series, and compared with the French, they could better satisfy the customers' fastidious requirements for different materials and patterns.

Many of the handicrafts that Italy is good at has been developed into new fashion elements. Italy knitwear factory, which is mainly used for underwear manufacturing, has been keeping a smaller scale in the past. In the 1950 years, the fashion entrepreneurs in Italy began to incorporate knitting technology into fashion design, especially the improvement of mechanical equipment to make mass production possible. The knitting brand Mirsa also appeared on the 1951 Giorgini show. Since then, fashion buyers all over the world have set their sights on Italy's search for fancy knitting designs. The department store's ads are mainly Italy sweaters, claiming that they are "more like shirts than sweaters". The softer and closer design is much more fashionable than traditional pullovers. From 1963 to 1965, the knitting brand in Italy increased by four times.

Valentino and models in 1967

The designers in Italy are smart enough to catch the trend of the postwar era. Besides the traditional dress design, they have opened up a fashionable sports fashion. The models, wearing Pucci's casual shirts and matching stockings, were riding on the most popular Vespa motorcycle (the Gregory Peck of the Roman holiday), and now it is back in China, symbolizing the youthful sexuality and the pursuit of freedom after the war.

After the war, Italy opened up the trend of sports and leisure.

Throughout the exhibition, the essence of Italy's fashion is condensed into an electronic map, from Como's real silk, Biella's wool, Tuscany's.