Al Castello Sforzesco poster collection Bertarelli retrace the evolution of fashion and taste, customs and language of Italian advertising from the late nineteenth to the thirties of the twentieth century.
A fascinating journey through the tastes, fashion, advertising of Italians in the late nineteenth and early thirties of the twentieth century. From July 15 to 16 October 2005 is scheduled in Room 38 of the Museum of Decorative Arts of the Castello Sforzesco in Milan the exhibition was fashionable.
The event is organized by the Municipality of Milan in collaboration with Comieco (Consortium of National Recovery and Recycling of Cellulose-based packaging), GPP Industrie Grafiche Milan and Friends of the Collection of Prints “Achille Bertarelli”.
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The exhibition, curated by Giovanna Mori, curator of the collection, features 27 posters, many of them of large format, through a chronological itinerary and at the same time iconography. The specimens on display are dated from the late nineteenth century to the thirties of the twentieth century and relate to the advertising of clothing, accessories and department stores all over Italy.
These posters appear to be a valuable record of customs of the past are indeed colorful, designed to attract the attention of the passerby, initially linked to a pictorial language, but later increasingly characterized by an original use and aware of specific tools aimed at advertising. Through these reclames can then locate the gradual evolution of lifestyles, tastes and customs, especially the wealthy class who participate in exclusive social events, within which the characters were moving fine, and that the terminal was privileged communication advertising.
Over time and with the evolution of society, propaganda is directed at an audience more diverse, less elitist, the figures are not static, and attitudes outlined in stronger dynamism in line with a rapidly changing world. In parallel the language of advertising is renewed deeply, we go from pleasant and attractive posters of the late nineteenth century, richly decorated in Art Nouveau style, the brilliant compositional solutions Dudovich Marcello Leopoldo Metlicovitz, Luciano Achille Mauzan, Leonetto Cappiello, the original geometric compositions SEPO (Severo Pozzi).
The exhibition is divided into four sections that analyze the various fields in which the promotion is directed. … It was fashionable to shop presents a series of posters relating to department stores, like La Rinascente in Milan or the Apple stores in Naples. Similarly, it was fashionable footwear … proposes, among others, the well-known poster of a shoe factory in Varese Metlicovitz. Among the curiosities that are encountered in the section was fashionable hat, …, there are billboards that advertise the most famous and legendary home of headgear, Borsalino. In this case, fulminant and absolute novelty at the time was the idea of Dudovich to put a hat on a chair near a curtain behind which one could imagine a meeting gallant. Festive and colorful, yet, the image of Leonetto Cappiello was fashionable in the raincoat …, where a pleasant gentleman mockery of the rain, walking on an umbrella, because it fitted with water-resistant.
The Collection of Prints “Achille Bertarelli”, founded in 1927, has a million books, mostly divided into nuclei iconographic, according to the guidance of founder A. Bertarelli that, while retaining sheets of master engravers of graphic art, supported the documentary aspect of the prints. The bottom of the posters belonging to Clip Bertarelli, has about 7,000 pieces for industrial products, foreign and Italian newspapers and magazines, cinema, theater, tourist resorts, shows and political advertisements.
Tags: Achille Bertarelli, Comieco, Dudovich Marcello Leopoldo Metlicovitz, fashion and taste, GPP Industrie Grafiche Milan, iconography, Leonetto Cappiello, Luciano Achille Mauzan, Milan, SEPO