It's snowing!

It's Snowing! Art, Fashion, Design on the snow.

Free entry until seats are filled

From the skiers of Tamara de Lempicka, Marcello Dudovich and Lenci to the graphics of Franco Grignani and to the posters of holiday resorts; from the splendid ceramics of Gio Ponti for Richard-Ginori to the glassworks of Guido Balsamo Stella for S.A.L.I.R., up to contemporary innovations awarded the Compasso d’Oro. The cold, the snow, and the ice are a visual language, and above all, an inexhaustible source of creativity.

Vittorio Linfante, Simona Segre-Reinach, and Massimo Zanella take us on a journey through time where each generation finds its own dream of snow. Through a century of style, innovation, and creativity, with hundreds of images, they intertwine art, sport, fashion, and design, showing how the world of the mountains, from Cortina d’Ampezzo to St. Moritz, Gstaad, and Aspen, has defined the Alpine taste, contributing to the fashion revolution. The colors of Missoni, Emilio Pucci, and Ferragamo, the futuristic visions of Andrée Courrèges, the nylon of Miuccia Prada, the hybridizations of Karl Lagerfeld, Versace, Rei Kawakubo, and Virgil Abloh…

Over the years, the imagery of snow has also entered popular culture: Andy Warhol celebrates its vitality in his serigraphs dedicated to athletes, the world of snowboarding and extreme sports transforms the mountain into a laboratory of style and freedom, while the colorful, voluminous, space aesthetic Moon Boot, inspired by the Apollo 11 mission, revolutionizes après-ski conquering runways and museums like MoMA and the Louvre, all the way to Lady Diana.

Additionally, the products of Colmar for Zeno Colò tell how sport has been a driving force for technical and stylistic experimentation, able to unite performance, comfort, and identity. It’s Snowing!  

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Vittorio Linfante is an art director, textile designer, and lecturer in Fashion Design, Branding, and Communication at the Politecnico di Milano, the University of Bologna, naba and ied. He curated the exhibition The New Vocabulary of Italian Fashion (Triennale di Milano, 2015). He is the author of several essays and articles on the relationship between fashion, art, and communication, including The Design of Italian Fabric (Marsilio Arte, 2023) and Fashion One-Act: Fashion Shows Between Performance, Communication, and New Technologies (Mimesis, 2024). 

Massimo Zanella is an art historian and iconographer, passionate about music, literature, art, and fashion. Alongside these “passions,” he engages in book design and editing for some of the leading Italian publishing houses. He is the author of essays on the history of art and fashion and illustrated volumes, including The Design of Italian Fabric (Marsilio Arte, 2023).