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The Locchi photo archive in Palazzo Pitti

On 9 January – during the Pitti Immagine Uomo 91 show – Fashion in Florence through the lens of Archivio Foto Locchi was inaugurated in Palazzo Pitti. One hundred rare shots from the 30s to the 70s of the 20th century recount the history of fashion in Florence through the lens of the Photo Locchi photographers.

The project was born from the idea to blend the Photo Locchi historical archive, the Galleria degli Uffizi, the Centro di Firenze per la Moda Italiana and the publishing house Gruppo Editoriale, with the aim of exploiting this invaluable archive and paying tribute to the historic link between cities and fashion.

Through a series of images, Fashion in Florence recaps the origins of modern fashion in Florence from the aftermath of WWII up to the legendary fashion shows in the Sala Bianca at Palazzo Pitti between 1952 and 1982. Back then, Florence was the cradle of aesthetics and style, which is clearly visible in the pictures taken by the eagle-eyed reporters from the Locchi studio. They invariably and competently captured fashion shows, galas, parties and exclusive presentations in the Sala Bianca, private palaces and historic gardens.
The black & white photographs from the Historical Photo Locchi archives testify atmospheres and emotions of the moment, in a remarkable turn of events with high-end visitors from around the world.

Consulting the immense archive and yearly agendas prepared by Photo Locchi photojournalist has led to new, precious discoveries. An example that emerged during the research for this exhibition stands out among all others, recorded on 6 June 1948 in rollers 568 and 569, where it is stated that that evening the Sala Bianca housed an event with models parading. This was to be the precursor of the regular catwalks held in Palazzo Pitti from 22 July 1952