{"id":2677,"date":"2025-12-27T15:00:12","date_gmt":"2025-12-27T14:00:12","guid":{"rendered":"https:\/\/studentmag.unipr.it\/?p=2677"},"modified":"2026-03-04T18:01:38","modified_gmt":"2026-03-04T17:01:38","slug":"quando-la-moda-incontra-la-pubblicita-lorigine-del-made-in-italy","status":"publish","type":"post","link":"https:\/\/studentmag.unipr.it\/index.php\/2025\/12\/27\/quando-la-moda-incontra-la-pubblicita-lorigine-del-made-in-italy\/","title":{"rendered":"Moda e pubblicit\u00e0: l\u2019origine del Made in Italy"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color4);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row 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);height:43px;\"><\/div><\/div><div class=\"fusion-section-separator-spacer\"><div class=\"fusion-section-separator-spacer-height\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-separator fusion-has-icon fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;width:100%;\"><div class=\"fusion-separator-border sep-single sep-dashed\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color2);border-top-width:3px;\"><\/div><span class=\"icon-wrapper\" style=\"border-color:transparent;font-size:23px;width: 1.75em; height: 1.75em;border-width:3px;padding:3px;margin-top:-1.5px\"><i class=\"fa-angle-double-down fas\" style=\"font-size: inherit;color:var(--awb-color2);\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-separator-border sep-single sep-dashed\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color2);border-top-width:3px;\"><\/div><\/div><div class=\"fusion-text fusion-text-1\" style=\"--awb-content-alignment:justify;\"><p>Ti sei mai chiesto se la moda possa esistere senza la pubblicit\u00e0?<\/p>\n<p>Dal 13 settembre al 14 dicembre 2025, a Parma c\u2019\u00e8 l\u2019occasione giusta per scoprirlo e rispondere a questa domanda. Infatti, all\u2019interno della Fondazione Magnani Rocca di Traversetolo, sar\u00e0 possibile visitare una mostra dedicata al rapporto tra moda e pubblicit\u00e0, dagli anni Cinquanta agli anni Duemila.<\/p>\n<p>La mostra si sviluppa intorno all\u2019evoluzione della moda italiana fino all\u2019affermazione del brand Made in Italy, proponendo un percorso coinvolgente che spiega come l\u2019immagine pubblicitaria dei singoli marchi abbia cambiato la visione della moda.<\/p>\n<p>Per le nuove generazioni che vivono immerse nel digitale e sono abituate a scorrere le pubblicit\u00e0 su Instagram e Tik Tok, visitare questa mostra potrebbe essere un\u2019occasione importante per scoprire che molte forme di comunicazione sui social, nascono proprio da l\u00ec, dall\u2019incontro tra creativit\u00e0 e pubblicit\u00e0, che ha reso la moda italiana un fenomeno universale, famoso in tutto il mondo.<\/p>\n<p>Sono presenti pi\u00f9 di trecento opere: manifesti, poster, riviste, fotografie e materiale cinematografico. Questi elementi raccontano decenni di importanti cambiamenti economici, sociali e culturali che hanno contraddistinto il nostro paese, entrando a far parte di un patrimonio riconosciuto a livello mondiale. A rendere questo percorso ancora pi\u00f9 interessante, sono i grandi marchi che hanno scritto la storia della moda italiana: Armani, Versace, Benetton, Gucci, Fiorucci, Dolce &amp; Gabbana, Valentino, Missoni, Diesel, Prada e tanti altri, protagonisti del Made in Italy.<\/p>\n<p>Durante la visita, i ragazzi della sala hanno risposto alle nostre domande, offrendoci il punto di vista della curatrice. Ci hanno spiegato, infatti, che l\u2019esposizione nasce dall\u2019idea di proseguire la mostra precedente dedicata alla moda e alla pubblicit\u00e0 dal 1850 al 1950, approfondendo cos\u00ec un periodo ancora inesplorato e mostrando come l\u2019evoluzione della pubblicit\u00e0 abbia contribuito a trasformare la moda italiana.<\/p>\n<p>Riguardo alla diffusione del Made in Italy, invece, \u00e8 stato difficile ricevere una risposta precisa poich\u00e9 non esiste un\u2019opinione univoca. La moda ha certamente avuto un ruolo centrale, soprattutto grazie al cinema che ha portato in giro gli abiti dei grandi marchi italiani, contribuendo a renderli famosi in tutto il mondo. Un esempio sono le sorelle Fontana che con le loro creazioni hanno diffuso lo stile italiano, trasformando i propri capi in simboli di eleganza. Moda e pubblicit\u00e0 hanno quindi contribuito in misura uguale alla diffusione del Made in Italy, ricoprendo due ruoli fondamentali.<\/p>\n<h4 style=\"text-align: center;\"><strong>Le tendenze non muoiono mai<\/strong><\/h4>\n<p>La mostra ci conferma come molte mode del passato non smettano mai di tornare, dimostrando che le tendenze non scompaiono mai davvero ma, anzi, vengono rielaborate e adattate alle generazioni del momento. Una delle sezioni pi\u00f9 significative \u00e8 quella dedicata ai jeans, inizialmente nati come abbigliamento da lavoro e diventati simbolo americano ed emblema di ribellione giovanile. Nel corso dei decenni hanno saputo reinventarsi, aprendo anche una riflessione tra alta moda e moda di strada. Il loro ruolo rimane fortemente centrale, una presenza costante che cambia e si evolve, ispirandosi al passato e rinnovandosi secondo gli stili e il tempo.<\/p>\n<h4 style=\"text-align: center;\"><strong>Dalla vendita alla provocazione<\/strong><\/h4>\n<p>Le pubblicit\u00e0 di moda non hanno mai avuto solo una funzione commerciale, a differenza delle prime campagne che puntavano a comunicare eleganza e raffinatezza. Nel corso del tempo la pubblicit\u00e0 \u00e8 diventata anche un mezzo di sensibilizzazione e ribellione, con lo scopo di provocare e affrontare temi sociali. Negli anni \u201860 e \u201870 questo fenomeno diventa pi\u00f9 evidente: si cerca di diffondere messaggi di emancipazione e di critica alle convenzioni, trasformandosi in icone culturali. Un protagonista fondamentale in questo ambito \u00e8 Oliviero Toscani che, con le sue campagne pubblicitarie per Jesus Jeans &#8211; famose per lo slogan \u201cNon avrai altro jeans al di fuori di me\u201d &#8211; e con le immagini realizzate per Fiorucci, ha rivoluzionato il linguaggio pubblicitario, rendendolo strumento di riflessione e dibattito pubblico. Sulla scia di Toscani, molte altre campagne hanno messo in discussione il fashion system, dimostrando come la pubblicit\u00e0 possa diventare un importante strumento di riflessione critica. In questo senso, la moda si conferma un mezzo di comunicazione potente e universale, capace di parlare a tutte le generazioni.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-separator fusion-has-icon fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;width:100%;\"><div class=\"fusion-separator-border sep-shadow\" style=\"--awb-height:20px;--awb-amount:20px;--awb-sep-color:var(--awb-color3);background:radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-webkit-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-moz-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-o-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);\"><\/div><span class=\"icon-wrapper\" style=\"border-color:transparent;font-size:23px;width: 1.75em; height: 1.75em;border-width:0px;padding:0px;\"><i class=\"fa-images fas\" style=\"font-size: inherit;color:var(--awb-color3);\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-separator-border sep-shadow\" style=\"--awb-height:20px;--awb-amount:20px;--awb-sep-color:var(--awb-color3);background:radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-webkit-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-moz-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-o-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);\"><\/div><\/div><div class=\"awb-gallery-wrapper awb-gallery-wrapper-1 button-span-no\" style=\"--more-btn-alignment:center;\" data-limit=\"10\" data-page=\"1\"><div style=\"margin:-10px;--awb-aspect-ratio:1 \/ 1;--awb-bordersize:0px;\" class=\"fusion-gallery fusion-gallery-container fusion-grid-2 fusion-columns-total-4 fusion-gallery-layout-grid fusion-gallery-1 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srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%272560%27%20viewBox%3D%270%200%201920%202560%27%3E%3Crect%20width%3D%271920%27%20height%3D%272560%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-1-200x267.jpeg 200w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-1-400x533.jpeg 400w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-1-600x800.jpeg 600w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-1-800x1067.jpeg 800w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-1-1200x1600.jpeg 1200w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-1-scaled.jpeg 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(min-width: 2200px) 100vw, (min-width: 717px) 545px, (min-width: 640px) 717px, \" \/><\/a><\/div><\/div><div style=\"padding:10px;\" class=\"fusion-grid-column fusion-gallery-column fusion-gallery-column-2 hover-type-zoomin\"><div class=\"fusion-gallery-image\"><a href=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-3-scaled.jpeg\" rel=\"noreferrer\" data-rel=\"iLightbox[gallery_image_1]\" class=\"fusion-lightbox\" target=\"_self\"><img decoding=\"async\" src=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-3-scaled.jpeg\" data-orig-src=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-3-scaled.jpeg\" width=\"1915\" height=\"2560\" alt=\"\" title=\"Moda e pubblicit\u00e0 3\" aria-label=\"Moda e pubblicit\u00e0 3\" class=\"lazyload img-responsive wp-image-2654\" 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640px) 717px, \" \/><\/a><\/div><\/div><div class=\"clearfix\"><\/div><div style=\"padding:10px;\" class=\"fusion-grid-column fusion-gallery-column fusion-gallery-column-2 hover-type-zoomin\"><div class=\"fusion-gallery-image\"><a href=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-4-scaled.jpeg\" rel=\"noreferrer\" data-rel=\"iLightbox[gallery_image_1]\" class=\"fusion-lightbox\" target=\"_self\"><img decoding=\"async\" src=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-4-scaled.jpeg\" data-orig-src=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-4-scaled.jpeg\" width=\"1915\" height=\"2560\" alt=\"\" title=\"Moda e pubblicit\u00e0 4\" aria-label=\"Moda e pubblicit\u00e0 4\" class=\"lazyload img-responsive wp-image-2655\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271915%27%20height%3D%272560%27%20viewBox%3D%270%200%201915%202560%27%3E%3Crect%20width%3D%271915%27%20height%3D%272560%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-4-200x267.jpeg 200w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-4-400x535.jpeg 400w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-4-600x802.jpeg 600w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-4-800x1070.jpeg 800w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-4-1200x1604.jpeg 1200w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-4-scaled.jpeg 1915w\" data-sizes=\"auto\" data-orig-sizes=\"(min-width: 2200px) 100vw, (min-width: 717px) 545px, (min-width: 640px) 717px, \" \/><\/a><\/div><\/div><div style=\"padding:10px;\" class=\"fusion-grid-column fusion-gallery-column fusion-gallery-column-2 hover-type-zoomin\"><div class=\"fusion-gallery-image\"><a href=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-2-scaled.jpeg\" rel=\"noreferrer\" data-rel=\"iLightbox[gallery_image_1]\" class=\"fusion-lightbox\" target=\"_self\"><img decoding=\"async\" src=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-2-scaled.jpeg\" data-orig-src=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-2-scaled.jpeg\" width=\"1920\" height=\"2560\" alt=\"\" title=\"Moda e pubblicit\u00e0 2\" aria-label=\"Moda e pubblicit\u00e0 2\" class=\"lazyload img-responsive wp-image-2653\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%272560%27%20viewBox%3D%270%200%201920%202560%27%3E%3Crect%20width%3D%271920%27%20height%3D%272560%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-2-200x267.jpeg 200w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-2-400x533.jpeg 400w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-2-600x800.jpeg 600w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-2-800x1067.jpeg 800w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-2-1200x1600.jpeg 1200w, https:\/\/studentmag.unipr.it\/wp-content\/uploads\/2025\/12\/Moda-e-pubblicita-2-scaled.jpeg 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(min-width: 2200px) 100vw, (min-width: 717px) 545px, (min-width: 640px) 717px, \" \/><\/a><\/div><\/div><div class=\"clearfix\"><\/div><\/div><\/div><div class=\"fusion-text fusion-text-2\"><p>foto di: <strong>Azzurra Innocenti<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Uno sguardo alla mostra d&#8217;arte &#8220;Moda e Pubblicit\u00e0 in Italia 1950-2000&#8221; alla Fondazione Magnani Rocca <\/p>\n","protected":false},"author":8,"featured_media":2650,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25,26],"tags":[121],"autore":[174],"class_list":["post-2677","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cool-tura","category-lungo-parma","tag-mostra-darte","autore-azzurra-innocenti"],"acf":[],"_links":{"self":[{"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/posts\/2677","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/comments?post=2677"}],"version-history":[{"count":9,"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/posts\/2677\/revisions"}],"predecessor-version":[{"id":3450,"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/posts\/2677\/revisions\/3450"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/media\/2650"}],"wp:attachment":[{"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/media?parent=2677"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/categories?post=2677"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/tags?post=2677"},{"taxonomy":"autore","embeddable":true,"href":"https:\/\/studentmag.unipr.it\/index.php\/wp-json\/wp\/v2\/autore?post=2677"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}