Let’s take a leap back in time, back to the wonderful 50s in Italy and think about Rome. The Eternal City that enters your heart , captures you, enrages you, engages you in a swirl of emotions that last a lifetime
The Eternal City reborn after the World War II, explodes in a duo fashion-cinema that sees Rome populated by all major Hollywood divas and worldwide jet set. All eyes were focused on Rome. Rome became the so-called “Hollywood on the Tiber“.
The birth of the famous Dolce Vita sparks off. The streets and the Cafè’s fill up with celebrities of American cinema. Audrey and Gregory (Roman Holiday) driving around the city with a Vespa are the icon of that Eden frequented by: Kirk Douglas; Anouk Aimée; Lucia Bosé; Bette Davis; Marlene Dietrich; Rossella Falk; Gina Lollobrigida; Anna Magnani; Sofia Loren; Brigitte Bardot: Kim Novak; Lana Turner; Monica Vitti; Marlon Brando; Liz Taylor and Richard Burton. All here in Rome. All came to buy the exclusive workmanship and the new born luxury ateliers with handmade gowns, suits and startling jewelleries.
Bulgari becomes the most attractive place for famous stars like Liz Taylor, Audrey Hepburn, Anita Eckberg, Anna Magnani and Sofia Loren; Fernanda Gattinoni was loved by famous personalities such as Ingrid Bergman and other stars; many celebrities, dignitaries kicked off the fashion hub of Rome as Audrey Hepburn wearing often Valentino and Ferragamo; the men’s tailors collect the enthusiasm of stars like Gary Cooper and Marcello Mastroianni, creating Rome a must be place for all that count and want to count.
In 1959, the twenty-seven year old, Valentino Garavani, opened his first atelier in Via Condotti, putting the first step of his legendary career, as many others starting off in this enthusiastic escalation like Renato Balestra who was already guiding the Roman fashion scene. Behind these luxury debutants, were bright emerging talents, such as those of Aurora Battilocchi, Maria Antonelli and later Fontana sisters, that pioneered those unique creations of fashion that made Rome the most trendy high fashion center in the world. In 1946 the patriarch of Gianni Battistoni opened his historic tailor shop in the heart of Rome, on via dei Condotti. His creations arise from unconditional love for quality and care for every detail, a sophisticated Made in Italy that has become a point of reference for an elegant style and distinctive character all over the world: tailor-made choices of the highest level. In a few years the boutique became a meeting place for Roman intellectuals and a stimulating stage for artists coming to the Capital: Jean Cocteau and Charlie Chaplin, Tennessee Williams lost in the sensuality of the Roman atmosphere, as so did also Balthus, Andy Warhol, Schifano and Capogrossi.
Rome became the center of the world, the city full of national and international celebrities and the great cinema directors searching in the mundanity nights, finding Gina Lollobrigida and Sofia Loren, turning them into Hollywood stars. Rome was the city of love and tormented loves, they were in all the tabloids all over the world thanks to the paparazzi (a terminality created in this moment based on an invasive photographer that follows Mastroianni in the DolceVita film and was put to nickname) a famous photographer named Rino Barillari who snap shot the most intense and scandalous moments of the star system vitality) like the passionate love and fights between Liz Taylor and Richard Burton and the wild and tormented love between the “Don Giovanni” Walter Chiari and the American actress Ava Gardner who fell in love with this Italian lover.
Via Veneto and the historical and Top luxury boutiques like, Bulgari, Valentino, Gattinoni, Battistoni became exclusive social lounges for the stars living their “Roman Holiday“. All the international and national divas, did not want to only wear these Roman masterpieces in their films, they wanted to own them and take them home to show them off in their social appearance in Hollywood, making of Rome a must to go place.
All eyes were on Rome and the Roman Dolce Vita. Anyone coming into the Eternal City fell in love with it, its sunsets, its basilicas, its magical and luxurious atmosphere, its jet set parties, its shopping…Its Dolce Vita style.
Especially with Liz Taylor who bought most of her jeweler from Bulgari (which now is in the Domus Bulgari in exhibition) making Bulgari’s round colored stones cabochons and the snake bracelet watches famous worldwide, transforming them into iconic look of the Dolce Vita in the 1950s and 1960s and still today evoke the image of sensuality, beauty and power still in the dream of many, accessible only to a few.
Unforgettable images are John Ford‘s astonished gaze while choosing between hundreds of the wonderful Battistoni’s ties who took inspiration from the Roman artists or the fascinating photos of Marlon Brando, with satisfied dandy look while caressing the tailor made suit (created especially for him with the finest fabric) in Battistoni’s atelier in Rome in Via dei Condotti as many powerful men from all over the world (still today) do.
The Eternal city and timeless glamor fascinate Vips, stars and affluent buyers looking for the uniqueness of things that you can buy only in Rome because in Rome they were born in the mind of the artists and the hands of the artisans inspired from the timeless beauty and arts of Rome.
Via dei Condotti and the Spanish Steps were the red carpet of the timeless Dolce vita in Rome and the most enchanting shopping spot that still today is the preferred destination of every fashion addicted that is looking for quality and (to buy in the original) atmosphere for their “authentic” shopping experience.
Christmas is coming… What more magical place other than Rome, the Eternal city for glamour, fashion quality, style and historical uniqueness of the eternal City. So come to Rome and immerse yourself in the Dolce Vita atmosphere that you can breathe in every hidden corner of this beautiful town and live unique moments full of unforgettable sensations that only Rome can give you. Come and live Rome and unfogettable shopping & tours through ROMA LUXURY to have the best experience ever.