This wonderfully illustrated volume is entirely addressed to Italian fashion after World War II, and analyses an historical period essential to understand Italy's fashion identity and its international success.
The period stretching from 1945 to 1968, which also brought changes to the fashion world just before the coming up of prèt-à-porter, proved to be an excellent season for Italian creativity.
This project acknowledges Rome’s central role in the success of Italian fashion. Rome, “Città Aperta” and “Città Eterna”, moved on from post-war privations to gain a new lease of life and open its doors to the world. At the time, the metropolis was in the spotlight for a series of events that would go down in history: the Jubilee in 1950, the Olympic Games in 1960, film productions, Hollywood celebrities, Via Veneto and the Dolce Vita brought distinction to the city, but not only, as Rome also was the sumptuous and surprising city of the Haute Couture.
The book also takes into consideration other aspects on how high fashion grew in Italy, which other cities have played a key role in fashion production, advertisement, staging and distribution. The events concerning fashion designers, Milanese brands and Venetian and Florentine scenarios are related in the book.