Rivella is a Turin fur shop famous in the 50s and 60s
Exhibition for the international clothing market, organized by Ente Italiano della Moda and various associations of dressmakers and fashion manufacturers. It was operative in Turin from 1954 until the mid-1960s. Its winning formula is to bring together and compare not only the creativity of stylists designing dresses, but also those designing accessories — shoes, hats, and jewelry — with firms making ready-to-wear (including San Lorenzo, Togno, and Carlo Tivioli) and particularly well-trained Turin tailoring (La Merveilleuse and Juvenilia). Samia was the meeting point, especially in the first four exhibitions, for names that would soon become important figures in ready-to-wear fashion, such as Krizia. But the extension of Giorgini’s first Florence shows in the Sala Bianca gave dress and knitwear designers in Florence a new direction, by providing them with new possibilities in terms of order and exports. The subsequent haute couture diaspora in Florence and Rome, just before the base of fashion was handed back to the Milan fashion houses, ousted Samia, jeopardizing the importance of the exhibition that was the forerunner of what happened in Milan at the start of the 1970s.
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