Beppe Modenese, historical figure of Italian fashion, died yesterday 21 November 2020. One of the creators of Made in Italy and Milan fashion shows. On November 26, he would have turned 93. His already precarious health conditions had worsened during the day and on Saturday evening he died in his home in Milan. The date of the funeral ceremony has yet to be announced, but it will be buried in Alba, his hometown, in the family tomb next to the brothers. For some time he had retired from Milanese and international public life, of which he had always been one of the undisputed protagonists. Always at his side was the companion of his entire existence, the brilliant and famous architect Piero Pinto who had passed away in August 2018. After Pinto’s death, Modenese had reduced his public outings and had retired to the splendid apartment on the top floor of a historic building a few steps from Piazza San Babila, a few hundred meters from via Montenapoleone and the Milanese fashion district. He has always been at his side by his nephews Alessandro and Rinaldo who, like their uncle, had always dealt with high-level public relations. Both have been close to him until the very last moments.
–
(ImagoEconomica)–
–
The debut and the fashion show in the Sala Bianca
Thus disappears one of the figures who have not only been a reference of made in Italy style and male elegance in the world, but one of the creators of Italian fashion, of the concept of made in Italy and the soul of the first Milanese fashion shows. Modenese was Piedmontese and originally from Alba. He had started working with the legendary Marquis Bista Giorgini, the organizer of the first Italian fashion show held in Florence in 1951. Together they then organized the first major Italian fashion event: the show in the magnificent Sala Bianca of Palazzo Pitti in Florence. It was 1952 and in that fashion show they had taken part from Roberto Capucci to Emilio Pucci. These are the years in which Italian fashion begins to become a style phenomenon recognized in the world. And Modenese among its engines and promoters. Here he is sketched thoughtfully in a caricature portrait made by Brunetta: the legendary illustrator artist of The weak side, the historic column by Camilla Cederna on L’Espresso, places him among the protagonists of the front rows of a fashion show in the Sala Bianca.
–
Modenese, Princess Irene Galitzine and Piero Pinto–
–
Italian fashion premier
The key role in the history of Made in Italy is recognized in Modenese by the famous US fashion newspaper, Women’s Wear Daily: it dedicates an entire page titled Beppe Modenese: Italy’s Prime Minister of Fashion. A consecration of which Modenese has always been, rightly very proud. Also because it celebrates a long activity in the world of communication and fashion that began from the dawn of the Italian High Fashion Syndicate in the early 1950s and later in the National Chamber of Italian Fashion of which Modenese was later appointed Honorary President. Modenese was the first to believe in the talent of two very young designers making their debut in Milan, today among the symbols of our made in Italy: Domenico Dolce and Stefano Gabbana; both have always wanted Beppe present at their events. Inevitable with Pinto at those held on the occasion of the Haute Couture and Haute Couture fashion shows within the walls of the Teatro alla Scala.
–
A young man from Modena, the first on the right in New York–
–
The Milan fashion shows
In the course of his long career, he also experienced communication in the world of beauty and cosmetics, also working for Este Lauder; I will also work for Coco Chanel. He is responsible for the 1978 project of a fashion salon in Milan which will then be inaugurated in 1978 a few years after the debut of the first Milan Fashion Week. Among the honors received in the course of his life, in 1985 that of Knight by the President of the Council of Ministers, in 1994 the Ambrogino d’Oro, the most coveted recognition by the Municipality of Milan; in 1994 La Rosa Camuna from the Lombardy Region and in 2002 the Lupa Capitolina in Rome. In 2014 his “more than biography” was released, an album of wonderful memories entitled: BM – Beppe Modenese. Minister Of Elegance.
–
Friendships with Ferr Krizia and Biagiotti
Beppe Modenese and Piero Pinto were during their lifetime the image of the gentlemen of the past. So remembered them Rita Airaghi, today head of the Ferr Foundation and for years the right arm of the designer architect on the occasion of the disappearance of Pinto. Gianfranco Ferr was bound by a deep friendship to both of them as I have always been. As a tie jewel Gianfranco always wore a double gold baglia brooch. He wanted to make two copies and gave them to both of them. Another way to cement their friendship. Other very strong partnerships between Beppe and Piero were those with Mariuccia Mandelli, aka Krizia: Aldo, Pinto’s brother had married the designer in a second marriage, while the other was the one with the Roman stylist Laura Biagiotti. Among the projects signed by Pinto, the Castle with the adjoining Marco Simone golf course, the headquarters and magical home of Lavinia Biagiotti, now head of the brand created by her mother Laura, who has now died. Also on the occasion of Pinto’s disappearance he remembered: They represented part of my family. With Beppe and Piero I grew up. They were the uncles I didn’t have, very close to both my mother Laura and my father Gianni. There was an elective affinity with them. In Venice we lived in the same courtyard and Piero had renovated our house and that, a former convent, where he spent his Venetian periods with Beppe. How can we not remember them at the Lido, perfect in their white outfits?
–
Modenese with Laura Biagiotti–
–
In the foyer of the Scala
Reference figures of the Milanese and international jet set, Modenese with Pinto were among the golden names of the La Scala parterre. They also often came in the company of Evelina Schapira, a grand lady of refined elegance. After Scala they were at home in the historic Biffi Scala a few steps from the Theater, a restaurant whose restyling Pinto had also signed. They often went to dine there in the company of their friend Guido Vergani and after passing by to greet Riccardo Muti if he was conducting at the Piermarini at that time. Modenese with his inevitable red stockings, as Balthus pointed out every time as Pinto arrived wrapped in long scarves of oriental heritage. A deep friendship has always linked Modenese and Pinto both to Vergani and Muti, they often spent their holidays together on a boat. On the occasion of Pinto’s disappearance, the Modenese himself had commented to Corriere della Sera: We were complementary with Piero. In fact, I almost felt like the spokesperson for what he was doing. We had only done a few projects together when we were just starting out. Then everyone worked in his own world. Together, these two gentlemen of other times, indeed timeless, have created that myth of made in Italy that makes us envied and proud in the world.
–
–
November 22, 2020 (change November 22, 2020 | 09:32)
© REPRODUCTION RESERVED
–
/i/1317819995.png?resize=150%2C150&ssl=1)
