Dear iDEALS, from Thursday 20 June 2013 up to and including Sunday 9 February 2014 the Hasselt Fashion Museum presents the exhibition Moda. Made in Italy.
Today Italy plays an important role in the international fashion scene, alongside centres such as Paris, London and New York. The “Italian Look” – a concept based on the ready-to-wear industry in the Seventies – mainly defines the general perception of Italian fashion. However the foundations of the Italian Look and Italian fashion are actually much older. Before World War II the country was already widely known for its traditional tailoring – including for its fabrics and accessories – but at the time it was still rather provincial and not very innovative. Real Italian fashion as we know it originated in the decades after 1945.
After the Second World War Italy had to rebuild itself, investing in its ricostruzione, with the assistance of the United States and Marshall Plan, and more specifically in the fashion and textile industries. Italy has a long-standing tradition of high quality materials and fabrics. Thanks to the American assistance it was now able to produce these on a larger scale, using machines. The Italian fashion industry occupies a special place in the fashion world thanks to the combination of craftsmanship and industry and its passion for tradition.
Thanks to the film industry and the Hollywood connection designers in Rome (also known as “Hollywood on the Tiber") attract a lot of attention. But Italy owes its prominent role on the international fashion scene as of the Fifties onwards to Giovanni Battista Giorgini, a businessman from Florence, who organised fashion shows in his native city, which attracted a lot of attention from the international press and buyers and are widely considered as the commercial birth of Italian fashion.
Here the world was introduced to the flagships of Italian fashion: tricot and casual wear, glamorous evening dress, tailoring and companies specialising accessories such as (leather) bags and shoes also became very famous.
In the Seventies the Italian "Bella Figura” (beautiful appearance) style became a huge success. A crucial ingredient of this evolution was Milan's ready-to-wear industry which continued to develop. Likewise it is impossible to ignore the impact of famous names such as Gianni Versace and Giorgio Armani in the evolution to the world-famous “Italian look”. In the next decades this concept was further developed by some of the country's amazingly talented designers. Today the Italian fashion brands continues to be a fixture on the fashion scene, focussing on the unique Italian style.
There are also a number of outsiders who designed a different fashion (l’altra moda), which was not in keeping with contemporary trends. While you can identify a certain theme in Italian fashion history you can never quite capture it in one given framework. In addition to the widespread fashion trends there were also designers who believed in eschewing tradition.
With MODA. Made in Italy the Hasselt Fashion Museum focuses on the special story of Italian fashion, weaving a visual narrative with clothes, film and photography and highlighting various eras in the history of the Italian look based on a selection of different themes.
Some names: Valentino, Miu Miu, Emilio Schuberth, Emilio Pucci, Prada, Roberta di Camerino, Salvatore Ferragamo, Giorgio Armani, Dolce & Gabbana, Brioni, Cerruti, Antonelli, Gianni Versace, Romeo Gigli, Lorenzo Riva, Sorelle Fontana, Andrea Cammarosano, Missoni, Gianfranco Ferrè, Moschino, Sarli, Roberto Capucci, Laura Biagiotti…
Production: Modemuseum Hasselt Director: Kenneth Ramaekers Researcher : Eve Demoen Graphical design: Geoffrey Brusatto Exhibition design: MASSarchitects, Massimo Pignanelli
Extra Between Thursday 20 June and Monday 23 June 2013 the central hall of the Modemuseum will be turned into a ‘Vespa museum’ as part of the Vespa World Days. This edition will take place precisely 56 years after the first Eurovespa event in Belgium and 55 years after the 'Vespa day' edition of 15 June 1958 in Hasselt. An absolute must for all Vespa fans! In addition to numerous showpieces from diverse private collections we also take a look at the history of MISA, a licensed Belgian Vespa manufacturer.