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Jole Veneziani

Designer Jole Veneziani, originally from Puglia, began her career in Milan, which became her longtime home. From the outset, Veneziani’s innovative designs rapidly became known regionally and internationally. Her career was solidified after being among the select few invited to participate in the first Italian Haute Couture show, hosted by count Giovanni Battista in Florence’s Villa Torrigiani. Veneziani was particularly adept at capturing the spirit of the times in her designs, and was named among the ’Greats of Italy’ along with Emilio Pucci and Sorelle Fontana. This couture show launched the beginning of impressive presentations in the White Hall of the Palazzo Pitti, where Italian Fashion began.

Sumptuous Creativity

The Jole Veneziani collection is distinguished for its sumptuous, elegant forms, rich and generous creativity, and modern style. Veneziani had the rare talent of being able to anticipate the direction of fashion of the following decades, and was at the cusp of fashion with innovative designs.
She was pioneer in using fur as a fabric to create luxurious details, for unexpected combinations of materials and colors, for the avant- garde silhouttes.
Jole Veneziani, known for her ‘paws of velvet’ was among the most sought-after couturiers of her time. Her atelier’s address, originally on via Nirone, moved permanently to the third floor of via Montenapoelone 8.
Veneziani’s legacy, held by the Bano Foundation, is of one of female entrepreneurship and her unmistakeable contributions to the development and success of Italian fashion during her lifetime.
Iconic figures including Josephine Baker, Marlene Dietrich, Maria Callas and Lucia Bosè, were among her greatest devotees.

Youth

She moves to Milan when still a girl just 8-9 years old, after her older brother Charles, for her almost a father, had moved, she would soon be joined by other family members. She studies to be an accountant, but longs to be an actress, although Charles would try several times to discourage her.

Haute Couture

Following the relocation to the atelier in Via Montenapoleone 8 in 1944, in 1946 she opened the Haute Couture department next to the fur workshop, under the request of her cliented fascinated by her creativity and brilliance. Never limiting herself to just sales, she would advise her customer that became her friends, exactly how to wear and accessorise her clothes.

Italian High Fashion

In 1951 she is among the founders of Italian High Fashion, she is a guest of Count Giorgini in Villa Torrigiani in Florence, to show her collection. The press and the public all applaud each Florentine presentation of Jole, whose distinctive characteristics are: pure inspiration, a deep sense of colour and smart direction.

She win the Giglio d'Oro award.

It happened in Palazzo Pitti, in the international limelight. In Florence, a year on she is now fully on the international stage: February 4, 1952 the American weekly magazine 'Time', commenting on the Palazzo Pitti fashion shows, reported, in contrast to her colleagues who had presented just a few selected items of clothing, her generous participation in the event was underlined with a collection consisting of 130 items of clothing. She was awarded the Giglio d'Oro prize for high fashion, the symbol of the city of Florence, given in recognition to those who most contributed to the affirmation of Italian Fashion throughout world (for the most number of sales abroad).

Collaboration with Alfa Romeo.

She begins working with Alfa Romeo for the production of the first cars with coloured bodywork, revolutionary for the time. Upon returning from a trip to the U.S. where she had seen cars "bright, colourful as candy, sparkling, flashing in the sun," she met Italian car industry leaders to propose the production of car bodies in seven shades of colour, combined with a number of matching interiors. The success was immediate and soon copied by other auto manufacturers, first of all, FIAT. As she recalled, "I, to this idea, expected not even a penny, I was very happy to do something for my country and also I got rid of all that depressing black all around me."

Foundation of the National Chamber for Italian Fashion.

On June 11, 1958 in Rome, in Via Vittorio Emanuele Orlando 3, at the Grand Hotel, "The Chamber of Italian Fashion Union" was established , the forerunner of what would subsequently become known as "the National Chamber of Italian Fashion" . The headquarters of the Association was established in Rome, provisionally, from Piazza di Spagna 93.

Present at the signing of the deeds were the leaders of the most important Italian Haute Couture and some individuals who, in those days, played a leading role in the promotion of the sector: Maria Antonelli in Borrello, Roberto Cappucci, Princess Caracciolo Ginnetti, Alberto Fagiani, Giovanni Cesare Guidi, Germana Marucelli in Calza, Emilio Federico Schuberth, Simonetta Colonna Di Cesarò in Fagiani, Jole Veneziani, Francesco Borrello, Giovanni Battista Giorgini and the Lawyer, Pietro Parisio.

Consecration of her Legend.

Jole, after a lifetime of success dies in Milan, at her home in Via Morgagni. She was one of the most representative contributors to Italian fashion of the fifties and sixties. Her human and professional actions illustrate her contribution to the creation of female entrepreneurship and to the success and consolidation of Italian fashion at the time.

Veneziani Italia

Jole Veneziani

Sumptuous Creativity

Historical Timeline

July 11, 1901

Birth and early years

1907

Youth

1937

The first atelier

1946

Haute Couture

1951

Italian High Fashion

1952

She win the Giglio d'Oro award.

1957

Collaboration with Alfa Romeo.

1958

Foundation of the National Chamber for Italian Fashion.

1984

Entrusts the Fashion House to Federico Bano.

1989

Consecration of her Legend.