Sartoria Ventura
A journey through time in the world of fashion
19th century: The Origins of a Fashion Empire
Domenico Ventura founds Sartoria Ventura in Milan, a small but ambitious workshop. His designs, characterised by simple lines and high quality fabrics, quickly gained popularity among the Milanese aristocracy.
The house establishes itself as one of Milan's leading dressmakers, dressing the city's most elegant ladies. The opening of the atelier in Geneva marks the beginning of its international expansion. Queen Marguerite of Savoy, impressed by the sophistication of Ventura's designs, became a loyal customer.
20th century: The Rise and Fall of a Fashion Icon
Belle Époque and Art Nouveau: Sartoria Ventura takes its inspiration from the Belle Époque and Art Nouveau, incorporating decorative elements such as lace, embroidery and beading into its designs. Designer Maria Teresa De Vecchi adds a touch of modernity and sophistication.
The golden years of Art Deco: The house adopts the geometric lines and noble materials of Art Deco, creating dresses and suits that reflect the spirit of the period. Participation in international trade fairs consolidated its reputation.
Opening of a boutique in Rome's Piazza di Spagna. In 1923, Ventura opened a branch in Rome in Piazza di Spagna, on the corner with Via della Croce. The staff (300 units) also includes a livery valet in charge of the lift. There are two floors of workshops, with embroiderers, "light" workers and "heavy" workers. On the first floor is the salon, with adjoining rooms for rehearsals. For a long time, the Rome workshop was run by Madame Hannà, the feared Dutch premier. And Vittorio Alberto Montano, the owner of the firm, is appointed president of the Italian Haute Couture Syndicate.
Hollywood glamour comes to Milan: Inspired by Hollywood glamour and Parisian sophistication, Sartoria Ventura experienced its golden age. Evening dresses, with plunging necklines revealing delicate shoulders and wide skirts evoking the movement of film stars, became a symbol of elegance and sophistication. The arrival of Fernanda Gattinoni, straight from Coco Chanel's atelier, brought an unmistakably Parisian touch. With her modern vision and knowledge of the latest trends, Gattinoni created designs that captivated Italian high society, fusing the sensuality of American cinema with the elegance of French haute couture.
World War II and closure: World War II forced Sartoria Ventura to close its doors, temporarily ending an era of splendour and sophistication. However, the house's legacy endured, leaving an indelible mark on Italian fashion. Material shortages and post-war economic difficulties prevented the needle from continuing to weave dreams, but the seed of elegance and creativity had been sown.
The legacy of Sartoria Ventura
A legacy that lives on: Although the house is closing its doors, its legacy lives on. Germana Marucelli and Gabriella di Robilant continue the tradition of Italian haute couture, each in their own way.
Sartoria Ventura laid the foundations of Italian haute couture, inspiring generations of designers such as Valentino Garavani and Gianni Versace.
Sartoria Ventura's creations dressed queens, actresses and high society women, turning them into style icons.
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