Giorgini, the visionary entrepreneur who brought Made in Italy to the runway
How Florence’s runways opened the doors of Made in Italy to a global audience
The success of Italian fashion on the international stage stems from its ability to showcase the country’s creativity through events designed specifically for overseas markets. In the post-war period, when the industry was still fragmented, runway shows aimed at international buyers helped transform high-quality craftsmanship into a competitive, recognisable system beyond national borders.
When Italian fashion began speaking to the world
In Florence, entrepreneur Giovanni Battista Giorgini realised that Italian fashion could aspire to a much broader role than it had played until then. The great tailoring houses already existed, along with an extraordinary heritage of expertise, but what was missing was a stage capable of presenting them as the expression of a coherent national style.
On 12 February 1951, at his residence Villa Torrigiani, Giorgini organised the first collective presentation of Italian haute couture aimed at international professionals. The initiative highlighted Italy’s ability to combine elegance, attention to detail and strong sartorial skills, opening a new chapter for Made in Italy and attracting the attention of the international press.
The impact of the first show and international recognition
The “First Italian High Fashion Show” marked a turning point. Designers such as Carosa, Fabiani, Simonetta and the Fontana Sisters presented collections that offered a different perspective from French traditions, with a fresher, brighter style language tied to a modern idea of femininity.
Success was immediate. Season after season, the presentations moved to the Sala Bianca at Palazzo Pitti, which became the symbolic venue of Italy’s emerging fashion scene. This setting helped strengthen Italy’s reputation as a creative hub and drew a growing number of international stakeholders, attracted by the quality and stylistic identity of Italian maisons.
The role of runway shows in elevating Made in Italy
Giorgini’s shows were not merely an aesthetic showcase, but a true infrastructure for international relationships. Presenting the collections in a unified way made the system’s overall strength clear: craftsmanship, production reliability, and the ability to innovate while maintaining a strong link to tradition.
These events built a stable bridge between Italian businesses and the global market. Florence became a meeting point to discover new collections, build professional contacts and develop long-term commercial partnerships.
Even today, that spirit of openness continues to shape how Made in Italy presents itself to the world, through tools designed to facilitate dialogue between Italian creativity and international demand.
Expertise, innovation and new opportunities for international buyers
The legacy of Giorgini’s shows lives on in Italy’s leading fashion events, where tradition and innovation continue to engage a global audience.
To make this dialogue even more seamless, OpportunItaly was created: a programme that connects Italian excellence with those around the world seeking quality, reliability and new business partners. Join the programme and discover how Made in Italy can become a strategic asset for your business.
Sources:
Il Sole 24 Ore
Artribune
RaiTeche
Wikipedia