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50 years of the "made in Italy" trademark

19 April 2009 / 17:04:33  GRReporter
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The history behind the “made in Italy” brand, from its renaissance after the Second World War until today, is presented with dresses and accessories by 42 Italian designers. Marina Nikolova will show you around the exhibition.


The exhibition “50 years Italian fashion” was organized by Italian Institute in Athens, Studio Galgano and the Greek-Italian Chamber of Commerce in connection to the “European Art year 2009.”  The exhibition will be open until April 30th in the Italian Cultural Institute building and curators will be Alicia Tota and Fiorela Galgano from Studio Galgano.


The displayed designer clothes, jewelry and shoes are valued to be over $8 million – there are 74 dresses and accessories from 42 designers, who for the last 50 years are make the trends in the fashion industry. “Some of the designers are the ones who created the idea of the Italian fashion,” says Sesilia Pavanelo, chief manager in the Chamber of Commerce, “it is very rare to see all those dresses. Even in Italy, you can see them only on TV.”


The clothes range from a night dress by Emilio Schuberth, which was once worn by Gina Lollobrigida, through a suit by Brioni, made for John Wayne, to modern designs like Versace, which Jennifer Lopez’s favorite.


Gucci’s leather bag with bamboo handles, which was designed by Guccio Gucci himself during 1947, is also displayed.


The essence of the Italian fashion industry – the history of the “made in Italy” brand - is the focus of the exhibition – from its renaissance after the Second World War until today.


Until now, the exhibition has represented the “boot” in some of the most famous museums in Europe, America and Asia. It has visited Bogota, Brazil, Tokyo, Calcutta, Hong-Kong, Kiev, Jakarta, Moscow, Rio de Janeiro, Seoul, Warsaw and many other cities. Before coming to Athens, the exhibition was in Thessaloniki during the 2008 Thessaloniki Expo.


The exhibition presents the most famous fashion houses - Giorgio Armani, Roberto Cavalli, Gianfranco Ferre, Gucci, Moschino, Trussardi, Valentino, Versace, Dolce & Gabbana, Fendi, Marella Ferrera, Max Mara, Prada and other famous designers of high fashion and prêt-a-porter.


The clothes of those great designers are displayed on mannequins made by Bonavery. Actually, Bonaveri was a sculptor, who opened a store for mannequins in 1950. The store starts off good and right now is the leading global brand for mannequins, which has stores all around the world.


Among the exhibits are included historic models, which had triggered the fashion revolution like the Sorelle Fontana dress “Paco,” which was worn for the first time by Ava Gardner in 1956 and after that it was used by Anita Ekberg for Fellini’s film “La Dolce Vita” (1960). In the beginning of the 20th century, Sorelle Fontana (three sisters), decide that the Italian fashion needs to have its own image. In 1951, they export their dresses to America for the first time and become famous right away. In Italy, they are famous for their leather clothes and wedding dresses.

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