ITALOMODERN – FASHION / DESIGN

DESGIN // The Piaggio Vespa, the Olivetti typewriter and the ‘Arco’ lamp are icons of design history. Italian design radiates elegance, power and modernity. What is the secret of its design and success? The search for clues begins in Milan. There, in 1946, architects, draughtswomen, craftsmen and industrialists came together to help the people of a country still in ruins to create inexpensive, practical and beautiful vehicles and furniture as quickly as possible. They combined shapes and materials that did not belong together, but went well together.

FASHION // Armani, Gucci, Ferragamo... - the fashion world is full of Italian names. Even though these labels are now part of major international groups with headquarters in Paris, the brand names can still be traced back to tailors and shoemakers from Italy. Buyers from upmarket US clothing companies were invited to the first fashion shows in Florence in the 1950s. Fashion ‘Made in Italy’ became world famous because screen goddesses such as Audrey Hepburn, Lauren Bacall and Marilyn Monroe adorned themselves with handbags and shoes made in Italy.