In the neighbouring halls who host the works by Tiziano, Dürer, Van Dyck, Goya, Canova, Renoir, Monet, Cézanne, Morandi and many others, the Magnani Rocca Foundation, the well-known villa of masterpieces in Mamiano di Traversetolo, from the 10th September to the 11th December 2022 will illustrate the origin of Italian fashion, thanks to the communication tools that supported it, from posters to magazines, to departement store catalogues, from the 1800s to the 1950s.
Cinema's role in the development and communication of fashion from the beginning has a relevant importance.
The exhibition includes about 150 works, fashion through advertising becomes a common dream: from the mysterious lady fin de siècle suggested by Aleardo Villa, Leopoldo Metlicovitz, and Marcello Dudovich in the posters of Magazzini Mele, the sumptuous elegance of which reflects the ambitions of a new middle-class in a growing ascent, to the "crisis women" of the 20s who want to be free from the subjugation of corsets and whale bones, to the vigorous, sporty and dynamic woman, described by Dudovich in the 30s advertisements by La Rinascente. At the beginning of the 1900s the femininist fight for the achievement of their independence affects skirt length, haircuts, gestures, and body language but also the limitations imposed and dictated also by the economic fines of Italy due to its colonial policy, at the end of the 30s , and it gives rise to new rules, new ideas of repsectability and the use of autarchy. In this time, the fashion, the trends become, through posters, an instant representation of a status and the mirror reflects the meteoric social and economic changes, moods, trends, tantrums and dreams.
To complete the visit, you can visit the romantic park around the villa.