Fashion in Florence through the lens of Archivio Foto Locchi
Andito degli Angiolini - Pitti Palace
10 January - 5 March 2017 - Events
Inaugurated on January 9, 2017 at the Andito degli Angiolini in Pitti Palace, the Fashion in Florence through the lens of Archivio Foto Locchi exhibition displays 100 rare pictures taken by some photographers of the Foto Locchi studio which illustrate the history of fashion in Florence between the ‘30s and the ‘70s of the 20th century.
This project was conceived thanks to the agreement among the Archivio Storico Foto Locchi (historical photo archive consisting of over 5 million images safeguarded by the Italian Ministry of Cultural Heritage and Activities), the Director of the Uffizi Galleries Eike D. Schmidt, the Centro di Firenze per la Moda Italiana (non-profit association aiming at the promotion of the Italian fashion on international level) and the Gruppo Editoriale publishing house, in order to enhance the invaluable photo archive and the lasting relationship between Florence and fashion.
THE THREE SECTIONS OF THE EXHIBITION
Ateliers: Flourished in the Middle Ages as high-quality workshops, they fostered the establishment of the main Italian fashion brands around the world during the 20th century. In the ‘20s, the Florentine handicraft was already widely acclaimed in the United States: embroidered lingerie, silverware, leather items and straw hats. A prime example is Salvatore Ferragamo who, after 13 years of successful activity in America, decided to move to Florence where he could exploit the local artisan skills to achieve his standards of excellence.
Fashion in Florence: From the first events after the Second World War until the fabulous parades in the White Room of Pitti Palace (1952-1982), the modern fashion in Florence owes its origins to Giovanni Battista Giorgini, a daring and gentle though severe man and great expert of the American market where he was highly esteemed as buyer able to turn dreams into reality. That’s why he is considered as the father of Italian fashion, likewise Florence is deemed to be the cradle of beauty and charme, of a new style inspired by the Florentine and international entourage arising around the new-born fashion system of that period, as shown in contemporary pictures on display of défilés which took place not only in the White Room, but also in private palaces and historical gardens on the occasion of banquets, parties and exclusive events.
Fashion protagonists: The Florentine maisons which have marked the history of the Italian modern fashion, such as Gucci, Salvatore Ferragamo and Emilio Pucci, told through their founders and key players who spread it all around the world. The great stylists of the Italian haute couture who have organized fashion shows in the White Room, like Roberto Capucci, Emilio Schuberth, Sorelle Fontana and Simonetta Colonna di Cesarò. The leaders of the modern revolution in the Italian sector, who have played an active role together with Giovanni Battista Giorgini in Florence. But also special guests coming from Paris such as Christian Dior and Elsa Schiaparelli, international aristocrats like the Duke of Windsor and famous Hollywood stars, among which Audrey Hepburn, Paulette Goddard and Maria Callas.
Andito degli Angiolini - Pitti Palace, Piazza de’ Pitti 1, 50125 Florence
From January 10 to March 5, 2017
From Tuesday to Sunday, opening hours: 08.15am-06.50pm.