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 30^th 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 20^th 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.

An exceptional museum exhibit is the mythical “empire style” dress by the Gattinoni fashion house. This dress was worn by Audrey Hepburn in “War and Peace” in 1956. The film was nominated for Oscar for best costumes. Another great dress, which is displayed, is the unforgettable red dress by Valentino, which was worn by Elizabeth Hurley on the charity event in London, organized by Εstée Lauder in 1998. Another exhibit is the precious corset-dress by Luciano Soprani for Jacqueline Bisset worn in the movie “Wild Orchid” in 1988. Two designs by Prada: tulle dress, which is embroidered with gold, was worn by Kate Blanchet in 2000 and the chiffon dress designed for Mila Jovovich for the Los Angeles première of her film, “Joan of Arc” in 1999. The male fashion is represented by a smoking by Brioni, which was made for Pierce Brosnan in “Die Another Day.”

The style of the Italian fashion designers is distinct and imprinted in clothes, which are transformed into symbols: the characteristic male line of Giorgio Armani, which was introduced also in the female dinner jacket line, embroidered in blue and gold; Versace’s love for luxury and ostentation in a dress made with Swarovski crystals (1998-1999); the “Jungle” dress, which is characteristic for Donatella’s style, which was worn by Jennifer Lopez in 2000.

Fashion ties hands with culture: dressed by Renatto Balestra’s dress “Carmen,” which is dedicated to Maria Callas and by Lancetti’s clothes, which are inspired by Picasso. Every visitor of the exhibition can see the great Fendi fur creations and masterly workmanship of Trussardi in the use of leather.  

Accessories, which are connected to celebrities are also displayed: the first round-shaped bag, which was designed for Jacqueline Kennedy in 1975 by Helietta Caracciolo; the necklace, which was worn by Nancy Reagan and the earrings, made for Hillary Clinton; one of the most favorite “Bagonghi” bags of Grace Kelly, designed by Roverta di Camerino; Madonna’s sandals worn in “Evita,” which are an exact duplicate of the ones made for Evita Peron by Salvatore Feragamo.

The whole last 50 years of cinema and celebrity life is presented with clothes and accessories made by Italian designers. The visitor can read each story of a dress or accessory on a sign under the model – who wore it and on which event. The exhibition confirms that clothes are one of the details, which add up to the glamour of celebrities but displayed on mannequins, they transform into fetishes, which look sad and abandoned.