That's how the magic happens: we don't know what's going on, and yet we realise that there's something strange in the air that gives us the shivers and that instant will change things forever. This time the protagonists are Italy, Fashion and a great desire for Beauty.

The First Italian High Fashion Show: the birth of Italian Fashion

It is the 12th of February 1951 and we are in Florence. Giovanni Battista Giorgini (nicknamed Bista, marquis and businessman) organises the "First Italian High Fashion Show", an event for a handful of North American journalists and buyers: few but important.