Vitti

Gemma (1902-1992). Fashion journalist. She began her career, however, as an an illustrator for the Galtrucco shop in Milan. She moved on to journalism when she was hired by the Milanese afternoon daily Il Corriere Lombardo to write a woman’s column. In that period, the postwar period and the 1950s, she also worked for other magazines such as Beauté and Lei. But her real rise to a higher level came when the weekly Alba put her in charge of all the magazines fashion pages, and she invented a new way of presenting the runway presentations. She called it “subject coverage”: she would write a plot and have the models act it out, making use of set designers and artists.