In the post-war years, fashion encouraged women to rediscover their feminine side so penalized during the war effort.

In those years the Milanese look was exclusively fashioned by the city’s tailor drawing inspiration by Balenciaga, Balmain and especially Dior who launched his “New Look” in 1947 creating a style imitated all over the world. In Milano tailors were active, some returning in operation after the war, others staring up in the effervescent post-war years. Almost all of them were based in the strategic fashion district. Some of these, Jole Veneziani, Vanna, Noberasko, Germana Marucelli, were called by G.B. Giorgini together with other ateliers from all over Italy to participate in the historic 1951 fashion show in Florence which marked the birth of Italian fashion.

​Milano’s fashion district also featured a number of jewellers who played a significant role in defining what would become the “Made in Italy” brand. Many maisons date back to the second half of the nineteenth century such as Cusi and Calderoni, others were born in the early twentieth century as Buccellati, Chiaravalli and Scavia, still others opened in the thirties and forties like Faraone, Schreiber and Sabbadini. These jewellers, like most tailors, started developing a style of their own mostly independent from French guidance during the 1950s. In these years they created a splendid world made of lights, colours and proportions, but also of craftsmanship and business. A world filled with sublime air that satisfies the sight and touch in an extraordinary way.