A book and an event for Fragiacomo’s 60 year anniversary
Six decades of Made in Italy footwear celebrated in a monograph to be presented in Milan with a special event
Founded in Milan in 1956, Fragiacomo soon branched out in Rome where the brand was able to draw the attention of the international jet set. The history of the Maison evokes a piece of Italian history and of Made in Italy mythology.
In order to celebrate a success story that has lasted for over 60 years, Fragiacomo decided to create a monograph that narrates in words and pictures the beginnings, the numerous successes, the future projects of the brand.
Edited by Giusi Ferré and Federico Poletti and divided into six sections, one per decade, the volume will be presented at a special event scheduled on December 14th in Milan.
Published by Silvana Editoriale, the monograph traces the 60 year history of the Maison by collecting contributions from fashion, costume and film scholars and experts such as Rosa Tosi Pamphili, Enrico Maria Albamonte, Flavia Franzoni Colli who, along with the two curators, tell the Fragiacomo heritage history from different points of view.
The book peculiarity is its great emotional impact imagery. On one side, it features the brand iconic shoes from the 1960’s to today as interpreted by Fabrizio Sclavi’s pop illustrations. On the other, it documents the Fragiacomo style evolution through still life photographs by Gian Paolo Barbieri Studio. Thanks to the partnership with Associazione Obiettivo Camera, photographers like Giovanni Gastel, Gian Paolo Barbieri, Maurizio Galimberti, Piero Gemelli and two young emerging photographers took a picture, each specifically interpreting each of the six decades of the company history. This series of special images, which further enrich the monograph, will be part of the exhibition/event in Milan. In order to actively support the aims of the Associazione Obiettivo Camera, which unites the great masters of Italian photography, many of which renowned also on international level, the event will also provide the opportunity to present the monograph.
“The Fragiacomo story is linked to Italian craftsmanship: 1956, the year when it was founded, emphasises a period of social change involving some sections of the progressive bourgeoisie of which Milan was the centre. Milan, in the period when Italian ready-to-wear was starting, and Rome, with the emergence of the Italian movie industry and as the place for a new elegance in alternative to Paris, were the cities that helped the success of a company focused entirely on style innovation and Italian craftsmanship”, commented Giusi Ferré, and Federico Poletti. It is by no coincidence that the Fragiacomo shop on Via Condotti in Rome attracted foreign actors and actresses who worked on major film productions of the so-called “Hollywood on the Tiber”, an obligatory stop on the itinerary of the well-read and worldly jet set that in those years wandered in via Margutta, via Condotti and the Felliniesque splendour of via Veneto.
In 2010 the Fragiacomo brand was taken over by Federico and Massimo Pozzi Chiesa whose aim is clearly to preserve the high profile of the brand by re-launching it globally.
