Film Commission Torino Piemonte

Maddalena Sisto – MAD’s sketches for Armani, Fiorucci and Ferré recount 30 years of Italian fashion. Her drawings reflect the influence that fashion had on women and how it was then reinterpreted. Using MAD’s work as a visual reference, the famous fashion designers in Milano tell the story of Italian fashion in the golden years of the 70’s, 80’s and 90’s. MAD left 12000 drawings which was be animated specifically for the film!
Milano and Italian fashion seen through the eyes of MAD.

Italian fashion. Practically synonymous with creativity and style. Armani, Ferrè, Fiorucci, Missoni, Gucci, Versace, Prada and the rest all come from the same place and flourished in a few decades. Before that Milano was just a town of textile industries and needle-workers.

All starts at the end of the sixties. Italian tailors take advantage of the 1968 youth protest movements, and give form and shape to women's dreams. Fashion goes from Haute Couture to Prêt-à-Porter, hand in hand with the women's fight for equal rights. The revolution in fashion rapidly evolves following social trends which see women getting into power roles (and dresses) and young and talented tailors becoming famous.
Then branding explodes and Milano becomes the world’s fashion centre.

Maddalena Sisto, MAD for the readers of "Vogue", "Elle Germany", "The New Yorker" and the "Corriere della Sera", witnessed it all and put it into extraordinary drawings and sketches. She recorded every trend suggested by the Milan stylists and chronicled how fashion developed and influenced the life of Italian women. To such an extent that her 'signorine' represent the desires, fears and imagination of women today.