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The Mall Firenze – Events

The birth of the Italian Style

The Mall Firenze and Archivio Foto Locchi narrate creativity and savoir-faire born in florence: still today the drving force of world fashion.

January 31st, 2019 Florence, Italy – The Fashion in Florence Exhibition: The Birth of Italian Style, opens from January 31ST till April 15th in the exclusive spaces of The Mall Firenze, with the precious collaboration of Archivio Foto Locchi, narrating Florence’s special story through images of its beautiful landscape, unique artistic and cultural history, and highest craftsmanship tradition through creativity and savoir-faire.

Curated by Erika Ghilardi of Archivio Foto Locchi, the exhibition presents 26 images that, in a non-chronological order, tell the magic, beauty and contamination that invaded Florence in the early 50s and made it the Capital of Made in Italy style.

It takes the viewer through some of Florence’s historic fashion moments with a collection of rare images such as the post-World War II period – when Gucci’s first trunks and travelling bags were known as “Travelling Good Florence,” Salvatore Ferragamo was named the “Magic Shoemaker,” and Emilio Pucci was described as the “Marchese of Colors.”

Another significant moment is captured when Italian aristocrat and entrepreneur Giovanni Battista Giorgini first gathered journalists and international buyers to Florence in 1951 to introduce Italian fashion and creativity with a fashion show, conquering the parterre with experiences that only the magic of Florence can grant. The success was consecrated in 1952 with Florence’s Sala Bianca and the birth of Italian fashion became official. Even today, that creativity and savoir-faire born in Florence are still driving forces of world fashion.

The choice to display the exhibition at The Mall Firenze is not a coincidence as it unites some of the most famous international and innovative fashion brands together in one single location since its inception in 2001.

This collection of images from the Archivio Foto Locchi – a cultural heritage protected by the MIBACT that has over five million images – documents the evolution of Italian style from 1951 till the 70s and finds an exceptional location
at The Mall Firenze with its past and present, in a dense dialogue that punctuates the space. These protagonists of yesterday demonstrate here that they have not changed language keeping their DNA.

© Archivio Foto Locchi /

Come and visit the exhibition from February 1st #THEMALLOUTLETS

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