From the story of Umbrian fashion companies, to styles, to cloth activism, to anti-fashion aspects, this book explores a thirthy-years happy period from the ‘60s to the late ‘80s. It examines 30 years of enthusiasm, materials, design and style innovation. The euphoric mood often influences the design: sinuous dresses, colored fabrics, extravagant models. Happy fashion considers how that creative and consumeristic society period shaped a new lifestyle, a new way of understanding the work of fashion, a new vision of clothing. This dossier is enriched with images of models and dresses, with the stories of the companies and fashion designers; it is published to document a workshop and an exhibition with contemporary artists and it describes the cultural impact of a happy stage of Italian history before the economic crisis.
With the crisis of the ‘90s years the fashion culture enters a critical discourse in conflict with the productive system and a fragmented society; on the basis of this, Happy Fashion project and exhibition has archived at first documents and memories concerning the 30 years before the crucial passage in order to start a research on the contemporary attitude to make fashion, to dress, to live. The question is how to free the fashion system rethinking our lifestyle.
With the preface of Maria Luisa Frisa and the intervention of : ANREALAGE, ATOPOS Contemporary Visual Culture, Bettina Allamoda, Katja Eydel, Goldiechiari, Marlon Griffith, Hans Eijkelboom, House of Diehl, Patrick Killoran, Mella Jaarsma, Antonio Riello, Gabi Schillig, Cecilia Stenbom, Emilia Tikka.