Creation and Objectives
Synopsis of the Collection 1 2 3 4 5

1960s-1970s

The new affluent economy of the 1960s caused a boom in consumption and unprecedented optimism. The ‘youth power’ became the driving force for new trends and experimentation in design and fashion. Street clothes and urban tribal look inspired the haute couture. The miniskirt – a symbol of the revolution, which marks the decade – became The Look. The chosen material for furniture and fashion tried to catch-up the new pop culture, not perceived anymore as low culture opposed to ‘high brow’ culture.

The ambitions of the space age, which dominated the decade and created a “futuristic” optimism, are remembered in a solid collection of furnishings whose shapes invoke the lunar imagination, and space-age apparel with geometric cuts accentuated with silvered white and metal. The expression “counterculture” sums up the 1970s. The collection features an interplay between examples of shock-chic and antifashion, typical of the time, with the radicalism and defiant spirit of the Archizoom Associati and Superstudio groups which criticized functionalism and reflected on the irony of the kitschy and short-lived nature of objects.