The Fashion Businessworn by Giovanna, one of the three Fontana sisters, and made in 1964, under
the “Fontana Alta Moda Pronta” label. Made of thick wool in plain grey
and a geometric monochrome design, the coat makes striking use of fabric
pattern, through its simple construction, and an uncluttered line. The
fastenings are simple black buttons with a gold rim. This approach, combining
simple form with unusual details and/or use of fabric, can also be seen in a
photograph of two Fontana boutique day dresses taken in the Piazza di
Spagna, Rome, a few yards from the Fontana atelier in 1964.^40 The dresses
Figure 11.2.Printed silk shirt by Emilio Pucci, mid-1950s. Source: Courtesy of the
Museum of Costume, Bath, BATMCI.42.98.
- Fontana archive, Rome, photographic records, entitled ‘collezione boutique Primavera-
Estate 1964’.