An exhibition tells the story of fashion and advertising in Italy from 1950 to 2000.

More than three hundred works between posters, magazines, commercials, photographs, cinema, videos, gadgets advertising and even the legendary Fiorucci stickers, in a an unprecedented journey that spans half a century of transformations of the collective imagination, with a philological and poetic ensemble on the history of fashion and its advertising, in the crucial time span that goes from the Second World War at the dawn of the new millennium. A journey through fifty years of customs and communication, which have shaped the very identity of 'Made in Italy'. This is the essence of the exhibition. 'Fashion and Advertising in Italy 1950-2000', set up from 13 September to December 14th at the Magnani Foundation Fortress in Mamiano di Traversetolo (Parma), which also houses one of the most important private art collections in the world world. From 1950 to 2000, Italian style launched itself into world. Armani, Benetton, Dolce & Gabbana, Emilio Pucci, Fendi, Fiorucci, Gianfranco Ferré, Guarnera, Gucci, Marina Rinaldi, Max Mara, Moschino, Salvatore Ferragamo, Valentino, Versace, Coveri, Zegna, Walter Albini are the protagonists of Made in Italy those years. The shots of the great masters of photography of fashion - Giampaolo Barbieri, Giovanni Gastel, Alfa Castaldi, Maria Vittoria Backhaus - and the illustrations by René Gruau, Sepo, Erberto Carboni, Franco Grignani, Guido Crepax, Antonio Lopez, Lora Lamm, in addition to the very particular and destabilizing work of Oliviero Toscani, they give back an aesthetic that is together advertising story and portrait of an era. Fashion is confirms a powerful communication machine and defines itself increasingly as body language and performance. The exhibition tells how fashion and advertising, together, have been able to navigate the economic, social and cultural aspects of the country that generate its myths, stereotypes, creativity, desires. An important section of the exhibition is dedicated to viewing some of the most popular television commercials iconic of those years, which have become part of the collective imagination collective, and the Barilla Historical Archive has made available some spectacular carousels with Mina (1965-1970) with the clothes designed by Piero Gherardi, Fellini's costume designer, and others famous couturiers.