Sweet life and style Mod
The heyday at the turn of the 50s and 60s called "Dolce Vita" was a direct reflection of the economic boom and the recovery of our country, a time of great ferment for the '' little Italy "at the time, and the international success of the Vespa GS Vespa and in general was a clear sign of vitality that our country launched to the world after a dramatic war. On this page you want to remember just this particular base period critical to the success Vespa and "Made in Italy".
Everything starts from Cinecittà invention fascist completed in just 15 months (opened April 28, 37), which becomes the nerve center of European film. In fact, Mussolini identified the importance of advertising as a method of spreading propaganda.
After the 8th of September 43, however, the entire structure will be looted by Nazi troops and used to accommodate crowds hungry and homeless.
All over then? But no, in fact the inexhaustible creativity that characterizes Italy in the world decides to bring the filmmakers to shoot in the street, resulting in a 'slice of real life. "
After the war, therefore, even if slow, Cinecitta resumes its production, hosting, at the same time, some magnificent productions, who will decide then turn colossal historical (called peplum) right in the City, also thanks to the many environments history of which the city is rich.
We will get, then, films like Quo Vadis? and Ben Hur, everything, thanks to a special law that did not allow you to export capital abroad but rinvestirli in Italy, thus promoting a certain socio-economic welfare, able to forget the years marked by shortages and deprivation just passed. In fact, the example of the American stars, which will see lavish weddings, exclusive parties, furious arguments and intrigues outrageous (in a single word gossip), shall change the customs and way of life ours.
From the early 50s onwards, we will see in Italy a gradual economic recovery, partly due to the large amounts of money that the American cinema continues to invest and the desire to grow in all areas, dall'imprenditoriale the artistic, so that all the city of Rome seems a set outdoors. Perhaps this will be the inspiration that takes the director Wyler to turn 53 in the famous film Roman Holiday, which will bring Gregory Peck and Audrey Hepburn around Rome that better could not offer: slices of life common and popular mixed backgrounds historians that only here could be harmonized so naturally. And to make matters aboard a Vespa? The little story interests us, it is a fact, however, that the success of the film will create an unexpected and lucrative phenomenon: tourism Americans intrigued dall'aurea historical and mundane that reigns in the capital alone.
From here on out, everything seems to be a constant repetition of full scale of the film: the first vacation, aperitifs that ordinary people will occupy the best local looking for a status that until a few years ago could be unthinkable for tours city streets and a growing traffic, such as congestion in the areas and centers and a widespread pleasure in owning a Vespa, means of transport that combines business with pleasure, is lending itself to the most varied needs of the family that the growing demand for a new population, also dedicated to recreation and futile. The spirit of emulation given by the film, has created the Vespa the quintessence of Italy that wants to move, to grow and improve: a thriving economy, more employment work, political and social commitment, make our country a 'industry that continues, inexorably, to achieve its goals.
It is therefore open the way for one of the giants of Italian cinema: 59 in the Fellini direct a magnificent Mastroianni, able to lose ten pounds to portray the best of his hand. So we will see Marcello live a life above the lines, often involved in love affairs and orgies, compromise in small scams at the expense of the unfortunate wealthy and gullible, of revelry perpetrated in night clubs and concluded at dawn.
A short film that gives its name to an era, era, rising from the ruins of war; which will give its name to a movement, which then was only a desire for redemption, exaggerating the ugliness and hardship just suffered: the Dolce Vita.
After the Dolce Vita is the first harbinger of a relentless moral decline of a society emerging lived in luxury and wasteful, but able to flower every community aspect of an Italy young and willing to be freed in all sectors, putting us on a par with other nations for a growing Europe.
In parallel with England in the late 50 'they begin to develop a new culture based on the style of dress sober, rarely flamboyant and highly elegant to the last detail, inspired by the Ivy League look, or the way they dress in the most prestigious American universities: button-down shirts, jackets with three buttons revere tight pants without pleats, cravattini purposes, loafers or brogues. The mods were inspired by this look and put us of taking their influences from all that came back from the European continent (especially from Italy and France, at the time at the forefront of fashion): polo shirts, shoes, cuts Hair had all the means to create the "total look" or a picture on the whole consistent and elegant, quite separate to the style of dress of mass approved, but not garish or tacky. The Vespa GS could therefore not be adopted as a means of locomotion by these institutional "lovers of modern style" and it will then be highlighted in the film Quadrophenia. For the rest, some say, it is not to explain the style Mod Mod; and as this site does not want to break with tradition (some keen eye will have noticed the particular nuances and colors not random site), our definition of Style MOD end here.