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Mirko Ballotta and Stefano Bulgarelli
24×30 cm, (11.9 x 9.6 inches),
The Fifties mark the rebirth of Italy after the moral and material destructions caused by the war. They give way to a society that looks with great optimism – and perhaps as much naivety – to the future. The models of new Italy come straight from America and are well represented on the glossy pages of lifestyle magazines.
“È l’ora della spesa” means “it’s shopping time” and it is the perfect headline of this booming period for Italian society. The book is not a simple repertoire of advertising pages but a way to find the roots which gave birth to the contemporary Italian lifestyle. The ads are divided into themes which, one after another, contribute to give a complete and thorough investigation of Italian lifestyle in the Fifties.