Moda e Pubblicità. Un dialogo tra arte e design all’insegna della trasformazione

Massimiliano Capella

Alongside photography and figurines, the affiche is, between the Nineteenth and Twentieth centuries, the most suitable iconographic instrument to promote the new dress codes. In these years, the illustrated advertisements aren’t, however, commissioned by clothing makers or by the maisons, but by the department stores that guarantee the distribution, in Italy the Union Cooperativa Miccio, the Mele warehouses of Naples, the Montanari of Bologna, the Bocconi warehouses, then "La Rinascente" of Milan, which document, through the diffusion of fine images of clothes, accessories and objects, the transformations of fashion in the first half of the Twentieth century in Italy. From the 1950s, new communicative proposals come, however, directly from the United States, which haven’t certainly suffered the violent blow of the Second World War that had led to the collapse of the economic and productive system of the old continent. It's just from the innovative American business marketing that Europe surge restarts: all the merchandising sectors, including fashion, throw themselves headlong into pounding advertising campaigns, able to fascinate the crowds with just a few clicks and a few words acting on their consumption desire.