The_mall_outlet_florence firenze shopping fashion moda toscana luxury brandThe exhibition ‘Fashion in Florence: The Birth of Italian Style’, on show until April 15th in the exclusive spaces of The Mall Firenze, illustrates the love story between the Tuscan capital and fashion through a series of precious shots from Archivio Foto Locchi. A story that captures the beauty of the city’s landscape and architecture, its artistic heritage, and the passion for craftsmanship that can be breath in its many alleys.

The_mall_outlet_florence firenze shopping fashion moda toscana luxury brand

The visual journey takes place after World War II documenting the evolution of the style from the 1951 to the ’70s and retracing the most significant landmarks of famous fashion houses and stylists: Gucci with his first trunks and travel bags; Salvatore Ferragamo, internationally known as the “Shoemaker to the Stars”; Emilio Pucci, defined as the “Prince of Prints”. Still today, the creativity and savoir-faire from Florence are the driving force of global fashion.

Curated by Erika Ghilardi of Archivio Foto Locchi and Matteo Parigi Bini of Gruppo Editoriale, the exhibition unfolds through 26 images that show the magic and beauty of Florence in the early 50s, when the Tuscan city became the capital of the Made in Italy style. The photos have been selected from the vast archive of Archivio Foto Locchi containing more than five million images portraying the history of Florence and of Tuscany from the 1930s to today; a cultural heritage protected by the Ministry for Cultural Heritage and Activities and Tourism.

The carefully chosen location, The Mall Florence, opened in 2001 by The Mall Luxury Outlets, brings together many luxury brands such as Giorgio Armani, Givenchy, and Valentino.

Ilona Catani Scarlett

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