Italy's First Fashion Show Celebrates 70th Anniversary
On this day 70 years ago, the first Italian fashion show was presented in Florence at Villa Torrigiani. Today, fashion lovers can't tell the story of the historic "Made in Italy" show and how it came together without mentioning Giovanni Battista Giorgini. The Italian artist and skilled entrepreneur—nicknamed by all as "Bista"—noted the interest and talent of Italian ateliers. As a result, he decided to host a unique event that invtied press, buyers, and experts in the fashion industry to see what Italian designers had to offer. Over the last seven decades, the show's format has evolved and expanded dramatically, not to mention the recent shift to completely digital experiences. While the production may not be the same, you never forget the first.
Giorgini's show at his Villa Torrigiani presented the first Italian fashion show with 18 models from 10 Italian fashion Houses.
Among the names were the Fontana sisters, the Carosa atelier of Princess Giovanna Caracciolo, Alberto Fabiani, the Simonetta atelier of the Duchess Visconti, Emilio Schuberth, Jole Veneziani, the Vanna di Manette Valente tailor's shop, Vita Noberasco, Germana Marucelli, Emilio Pucci, Giorgio Avolio, "The Weaver of the Island," and Mirsa and Franco Bertoli.
In tribute to Giorgini, his grandson Neri Fadigati has donated a collection to the Fondazione Libraries Cassa Risparmio in Florence, titled "Crafts and Fashion in Florence in the papers of Giovanni Battista Giorgini." As President of the Giorgini Archive, Fadigati has collected and stored rare documents and exclusive photographic materials which will be available for viewing at the exhibition. To mark the 70th anniversary of Giorgini's legacy-making achievement, continue on to see photos from the runway show that captured the attention of some of Europe most influential fashion insiders.
