Florentine fashion show, 1952

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The Sala Bianca in the Palazzo Pitti, with its gorgeous crystal chandeliers and elegant proportions, was the site chosen in 1952 by Giovanni Battista Giorgini for the fashion shows he launched. The elegant salon offered a perfect backdrop for a that showcased emerging Italian fashion designers. Along with his shows, Giorgini introduced the ” Made in Italy ” merchandising concept.


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