by Sara Totino. Cover image by by Cristina Gonzalez Clavijo and Khadiga Etman.
When we think of Made in Italy, we often envision unparalleled craftsmanship, timeless elegance, and cultural prestige. However, few realise that this iconic identity didn’t develop by chance; it was carefully shaped by visionary pioneers, with Giovanni Battista Giorgini being one of the most influential figures.
In a postwar Italy eager to reinvent itself, Giorgini transformed Florence into an unexpected stage for a revolution that would redefine global fashion. This article retraces his extraordinary journey—from marble trader to founding father of Italian fashion—and reveals how one man’s vision turned Made in Italy into a global phenomenon.
The Origins of Made in Italy: Giovanni Battista Giorgini and the Florence Fashion Revolution
Giovanni Battista Giorgini was born in Forte dei Marmi in 1898 into an aristocratic family. After stepping away from a diplomatic career, he took over the family business and quickly recognised the potential of Italian craftsmanship in the American market. Florence became his base of operations—a city rich in artisanship and cultural heritage, and conveniently close to the American consulate in Livorno.
Throughout the 1920s and 1930s, Giorgini established himself as a vital link between Italy and the United States, coordinating exports, selecting suppliers, and managing international trade networks. However, it was only after World War II that his vision began to evolve: to shape not just a market but a unified identity for Italian fashion. He aimed for it to be more than merely a label of quality; he envisioned a true cultural signature—something Italy lacked compared to the well-defined French haute couture system.
In 1951, he staged what he boldly called “the first Italian high fashion show” at his residence, Villa Torrigiani in Florence. This private, curated event aimed at American buyers and journalists showcased Italian fashion as original, refined, and proudly not French.
Florence Takes the Stage: From Villa Torrigiani to the Sala Bianca
The success of that first show was immediate. Buyers and journalists were impressed by the quality of the garments and the clarity of their stylistic message: refined Italian craftsmanship applied to contemporary fashion. For the first time, Italian fashion spoke with one voice—rooted in Renaissance heritage, yet forward-looking and modern.
The following year, Giorgini moved the event to the prestigious Sala Bianca in Palazzo Pitti, which served as both a physical and symbolic expression of Florence’s artistic legacy. Here, Italian fashion found its most iconic stage. Designers such as Pucci, Capucci, Antonelli, Marucelli, and Spagnoli presented their collections, and Giorgini made room for both haute couture and the emerging market of ready-to-wear.
This focus on ready-to-wear was crucial to the movement’s long-term success and represented a significant departure from the exclusivity of French fashion. Giorgini’s approach was groundbreaking: one shared runway for all designers, a curated selection of garments, and a full program of themed events and parties during the buyers’ stay in Florence. It wasn’t just about selling clothes; it was about crafting a narrative. Giorgini was among the first to understand the power of fashion as storytelling.
A Legacy That Still Speaks Today
Over time, it became increasingly challenging to maintain unity among designers and manage the growing competition from Rome and Milan. In 1965, after more than a decade of pioneering work, Giovanni Battista Giorgini stepped down. Yet the shows he launched at Palazzo Pitti laid the foundation for a collective memory that continues to thrive today in events like Pitti Immagine. Florence. Although Florence is no longer the sole fashion capital, it still plays a vital role on the global fashion stage—thanks to Giorgini’s original vision.
Giorgini’s legacy extends beyond mere headlines or statistics, even though Italian fashion exports did skyrocket between 1950 and 1960. More significantly, he established a model, a mindset, and a national narrative. He proved that fashion could be more than beautiful garments; it could embody cultural identity, shaped by craftsmanship, strategy, and international ambition.
Though his blueprint evolved over time, it remains the backbone of the Made in Italy brand today.
