John Guida Figurinista di moda tra le due guerre

rivista-coen-002

April 13 – June 28 2012

Fondazione Antonio Ratti – Villa Sucota – via Cernobbio 18 Como

The donation of some 30 fashion-plates to the Must by Alberto Tagliabue, a former entrepreneur and refined collector from Como, has been the starting point for a research on a bright artist unfortunately not very well known. Developed by Enrica Morini, fashion historian, the research forms the basis for the exhibition curated by FAR which will publicly display the donated drawings. These plates will be associated to textiles, garments and documents of the time from the rich collections of MuST, from other institutions such as Fondazione Musei Civici Venezia – Palazzo Mocenigo Centro Studi di Storia del Tessuto e del Costume, the Museo didattico della Seta of Como and from Italian private collections. We will dedicate an exhibition to John Guida (1888-1951), fashion illustrator active between the two world wars.Giovanni Guida was born in Santa Maria Capua Vetere in 1888; in 1913 he moved to Rome, where he would take part to the Esposizione sulla Moda del Circolo degli Artisti the subsequent year, starting to sign his drawings with the alias John. After the First World War, he spent three years in Paris.

Back in Rome, during the 1920s Guida started the important collaboration with the Magazzini Coen, to which he was almost exclusively committed; his task was to create the fashion-plates shown alongside the fabrics on sale. In the shop in Rome, which was renovated in 1933 by the architect Clemente Busiri Vici, patterns were also being sold, as well as sportswear, outfits for children, underwear and homewear.

A section of the exhibition will focus on the Magazzini Coen: some samples of the homonym magazine, published by the department store, will be displayed for the first time. The magazines belong to the collections of  Fondazione Musei Civici Venezia – Palazzo Mocenigo Centro Studi di Storia del Tessuto e del Costume, which comprehend further objects donated by the Coen heirs.

One of the two exhibition rooms will host the projection of three videos from the Archivio Luce of Rome, filmed in the 1930s during fashion shows which took place in the beautiful frame of Villa d’Este in Cernobbio.

During the duration of the exhibition , the Foundation will also host a series of conferences on the figure of John Guida and on related topics of the history of textiles and fashion between the two World Wars.

Image above: Rivista Coen 002 – Coen- Novembre 1936 – Fondazione Musei Civici Venezia

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John Guida

Figurino, 1930

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John Guida

Figurino, 1931

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John Guida

Figurino, 1934

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John Guida

Figurino, 1935

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John Guida

Figurino, 1937

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John Guida

Figurino, 1937

Matita e acquarello su carta