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The history
In the fifties,in a country
that rose back from Word War,a great creativity invaded every
sector of culture and daily activities and,as such, also the
artisan production of tailored made. Under this influence
finds birth the label, that only in the eighties will be so
well defined as the Made in Italy . Tailors of that époque,
not designers but artisans,were the true pioneers that conquered
a market where it was commonly believed that male elegance
could be supplied only from England whilst female’s from Paris.
Their expertise characterised by a technique and an extremely
precise and refined manual skills, combined with up to date
textures,produced a fashion that imposed itself world-wide
in cinema,politics and social life.
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Everyone wore exclusively Italian, in easy going and soft
clothing where the combination of materials, colours, and
dressmaking were often under discussion , fearless of any
transgression. In this atmosphere came by the seventies,period
that saw the emerging of a new profession yet unknown to the
Italian culture, the STYLIST-DESIGNER who took care of the
ready to wear fashion.
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The tailored suit was considered hence
on as a privilege of who could afford its cost. Individual
labour, the hand labour, was overcame by the industrial
one. The tailoring trade,the one made with a needle and
with scissors,lost its significance and was deprived of
any economic capacity; yet these master tailors and artisans,
lovers of their own trade,continue to hand on the Italian
Style world-wide. Again in the eighties,there was a triumph
of the Italian fashion. In the nineties a new way of conceiving
fashion became more pressing;the recognition of the artisan
merits was combined with an industrial production characterised
by a limited number of pieces produced embodying the precision
and the taking care of the detail, typical of the artisan
world. Even if late, the conviction that manual labour only
can produce style started to impose itself.
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