Overview
From September 13 to December 14, 2025 at the Fondazione Magnani-Rocca, the new exhibition will be dedicated to the evolution of advertising promotion in Italy in the fashion sector during the second half of the twentieth century.
From 1950 to 2000, Italian style launched itself into the world, and Armani, Benetton, Dolce & Gabbana, Emilio Pucci, Fendi, Fiorucci, Gianfranco Ferré, Guarnera, Gucci, Marina Rinaldi, Max Mara, Moschino, Salvatore Ferragamo, Valentino, Versace, Coveri, Zegna, and Walter Albini are the protagonists of Made in Italy from those years.
Alongside the permanent collection of the Villa, which features works by Titian, Dürer, Van Dyck, Goya, Canova, Renoir, Monet, Cézanne, Morandi, and many others, the exhibition path will consist of more than three hundred works – including posters, magazines, commercials, photographs, cinema, videos, advertising gadgets, and even the iconic Fiorucci stickers – in a unique journey that spans half a century of transformations in the collective imagination, with a philological yet poetic gaze on the history of fashion and its communication.
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