The fifties. For the Luisa Spagnoli company it’s full steam ahead. In 1946 it participates in the first National Exhibition of Fashion Art, organized by Ente Moda Italia at the royal palace in Turin. This was the first sign of a new renaissance, bringing new life blood into the relationship between the textiles industry, fashion, Italian manufacturing and foreign markets. 1947 was a crucial year for Italian fashion and for Luisa Spagnoli.
It marked the birth of Italian fashion itself, a moment of great cultural importance which saw Italy free itself of French domination. In Milan and Rome, the top level fashion houses shake off the shackles of Parisian haute couture. Thanks to the know-how of its artisans, Italy can at last compete with the best of the French. Tradition and guarantees of quality and packaging are the country’s main assets. It is also a crucial year for Luisa Spagnoli: the new facility in Santa Lucia is now operative, boosting the company’s production of angora. There are new investments, sales points, export opportunities and there’s a new energy to the collections. The decision to become a limited company in 1952 is of massive importance.
In 1935 the Ente Nazionale della Moda (the Italian fashion authority) is set up. But more than an authority, Italian fashion needed foreign markets for its products. Despite unfavourable political conditions, the USA was the right choice. On 6th October 1946, the royal palace in Turin houses the first national exhibition of fashion art, thus cementing a firm bond between Italian production and foreign markets. This event marks the renaissance of Italian fashion.
1952 – Vogue USA writes: ‘There are three exciting things about Italian fashion today: the first is that Italy is capable of producing the kind of clothes which suit America exactly… and is able to produce them like no other European country. Especially clothes for sports, the outdoors, and travel. The second is the Italian fabrics. The third is the evening dresses, marvellously made in marvellous silks at a relatively low cost”. The Luisa Spagnoli angora had already conquered a certain fame, even in markets overseas. The reign of ‘Made in Italy’ begins.