designer collection of Christian Dior, held in 1947 and named by Carmel Snow, the
editor-in-chief of Harper’s Bazaar fashion magazine, The New Look, pointed out the
need for public demonstrations of a fashionable outfit. However, the organization of
the traditional Fashion Weeks by the European capitals did not happen immediately.
French Fédération Française de la Couture first took place only in 1973. It combined
both men’s and women’s pre-a-porte collections with couture collections under the
auspices of the French Federation of Fashion, which is responsible for organizing
showcases in the Louvre Carousel building.
In Italy, the shows began in the 1950s in Florence. Leading fashion houses of
Rome, Turin, and Milan, including such brands as Simonetta Visconti, Schubert,
Emilio Pucci and others exhibited their collections in the interiors of the Sala Bianca
at Palazzo Pitti. The organizers of these shows, led by Giovanni Battista Giorgini,
sought to revive the textile industry and the work of the Italian studios after the war. In
1952 in Florence, the Brioni Fashion House demonstrated a collection of clothing for
men for the first time, which in itself became a landmark event.
Fig. 4. Fashion show designers of Italy. Florence. 1951.
The same year Hubert de Givenchy demonstrated his first collection. The feature
of his presentation, which influenced the formation of new characteristics of this format
of representations of fashionable clothes, became the collaboration of the designer with
the popular actress Audrey Hepburn. Having created costumes for the actress as
Sabrina in the Breakfast at Tiffany’s movie, the designer started the tendency of fashion
brands collaboration with celebrities for advertising purposes. From that time on, every
fashion brand tried to enter into an agreement with a famous actress as its representative
and face. In the course of time, Milan became the capital of Italian fashion, where
shows have been taking place regularly since 1979. Four Fashion Weeks are
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