Mail Order Catalogs of the Magazzini Fratelli Bocconi
Archivio Storico Università Bocconi e Archivio Resti
The brothers Ferdinando and Luigi Bocconi had been selling fabrics and clothing since the mid-1800s, working alongside their father Roberto. When the National Exhibition was inaugurated in Milan in 1881, the Bocconi brothers participated by designing a pavilion that evoked the atmosphere of Paris. France was also echoed in the name chosen for their department store, alternatively called “Alle Città d’Italia” and “Aux Villes d’Italie” in the merchandise catalogs.
In the mail order catalogues, each article of clothing was presented in two or three different models; a basic version could be personalized with fabrics, trimmings, modifications and quality of the product itself at the customer’s request. An example of this was Princesse (French for princess) presented in the Alle Città d’Italia 1882-1883 winter catalog, where the Platania, Adelasia and Manola models stood out for their quality and availability of material. The department store also sold accessories such as gloves, hats, bags, fans and umbrellas, to complement the clothing.
In 1917, the Fratelli Bocconi Department Store was sold to Senator Borletti, under whose leadership it became current-day La Rinascente. In the 1920s, new sales catalogs enriched by fashion sketches reproducing whole collections would continue the dissemination of French fashion in Italy.
La Rinascente Catalogs, F/W 1921-1922. Archivio Resti.
La Rinascente Catalogs, 1921-22. Archivio Brustio-La Rinascente.
La Rinascente Catalogs: La Moda, 1921. Archivio Brustio-La Rinascente.
La Rinascente Catalogs: La Moda, 1921. Archivio Brustio-La Rinascente.