Italian Dolce Vita

Fashion and cinema have always been collaborating in the creation and maintenance of trends.

Like Hollywood in the USA, in Italy Cinecittà became in the 1950s the reference point for Italian cinema. “La dolce vita”, is a 1960 movie, directed and co-written by Federico Fellini, considered a masterpiece in the history of Italian cinema. In fact we remember the scene of the Trevi fountain, with the presence of Anita Ekberg and Marcello Mastroianni, which became a symbol for Italian culture.

The title itself became a term of common use, to describe a luxurious lifestyle characterized by excesses such as the life lived in the movie, that made all Italians dream so much and beyond. Fun fact: the title, which embodies many meanings, has managed to adapt perfectly even to a garment; in fact, our beloved turtleneck in Italian was named "dolcevita" since the same actor, Marcello Mastroianni, wore it in various scenes.

La "Dolce Vita" became a real symbol in the world of Fashion aswell, thanks to Fernanda Gattinoni who in 1944 founded her Maison in the city of Rome, dressing great names of Cinecittà and Hollywood, including: Audrey Hepburn, Monica Vitti, Anna Magnani and many others. In this way she was able to bring in Italy some of that flavor that particularly influenced french and english fashion at the time.

The close relationship between fashion and cinema was also sanctioned thanks to a fashion show held at the Excelsior hotel, during the Venice Film Festival in 1949; here the concept of "Diva" was born. Therefore, even fashion helped to expand the process of divinization of the protagonists of theater, music, sport and cinema.

As an icon in both worlds, we remember Audrey Hepburn who made her name immediately thanks to her unconventional charm and her modern beauty, conquering fashion magazines and becoming the "diva of divas" internationally, especially in Rome where she became an icon of glamour.

Another character who became one of the most famous Italian divas is Sophia Loren, who for years was crowned as the embodiment of Mediterranean beauty.

Thanks to this wonderful cinema, a real revolution took place which, however, has not failed to make comebacks even in recent decades. Dolce & Gabbana have always made sure to pay homage to Fellini in various occasion, including strong references to the film within their collections. With them also Moschino, Gucci and Etro, making us understand how much this work is still a source of inspiration for fashion, transmitting the need for a materialization of "Italian Style".

We could say that it's a timeless style, ready to return to the limelight. Even the Italian artist Fedez, this year decided to title his new album "LA DOLCE VITA", is it the springboard for another success?

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