Know Everything About The birth of the Italian fashion style: Florence challenges Paris!!!

Added: June 16, 2009

If Paris was considered the first capital of fashion in the 18th century thanks to Marie Antoinette's personal designer, Rose Bertin, who transformed the French queen into one of the very first arbiters of fashion, it was Florence that was the scene of the first "Italian Haute Couture Show", considered by all the press and international buyers attending the show, as a revolutionary event.

This innovative idea of a fashion show offering both the famous and emerging Italian designers the opportunity of presenting their creations to an international audience and gaining popularity and prestige overseas, was conceptualized by the Florentine aristocrat Giovan Battista Giorgini.

On February the 12th 1951, Giorgini, considered the first promoter of the "Made in Italy style" organized a fashion presentation in the salon of his wonderful residence, Villa Torrigiani, in Florence, and invited some important American buyers to come to Tuscany to attend it, on their way back home from the Paris fashion shows.

This first Italian High Fashion show was seen as a positive success story, quite a revolution because, for the first time outside Paris, a fashion parade had been exclusively organized for foreign buyers and journalists. That special occasion sealed the overseas success of some of the best Italian designers such as Giovanna Caracciolo, Alberto Fabiani, Emilio Pucci, Emilio Schuberth.

The official birthdate of the first Italian fashion shows, however, was really in 1952. After the success of his first Italian fashion parade in the salon of his villa, Giorgini organized a new, more complete, fashion presentation, choosing as the venue the impressive White Room at Palazzo Pitti (still in Florence) , an enormous hall decorated with stucco-works and frescos.

This time too, Giovan Battista Giorgini had a brilliant idea: as well as assembling the most fashionable Italian designers, he divided the show into categories. The first section was devoted to Boutique collections of leisure wear, which had proved to be very popular with US buyers, followed by sportswear and finishing off with the "haute couture". It was a sophisticated division that differentiated the Italian fashion show from Paris and the world press responded enthusiastically. The top newspapers and magazines, the day after the presentation at Palazzo Pitti, openly complimented the organizational superiority of Italy over France, the desire of Florence to challenge and vanquish Paris in the fashion arena.