Since 2017, ApritiModa, for one weekend a year, has been taking the public to discover the most hidden and secret places in the world of fashion. Where creativity, genius and our know-how are hidden, the maximum expression of Made in Italy. It is a journey intended for the general public into the beauty and skill of Made in Italy. It is an unforgettable experience.


From 1965 to 1970 the singer Mina (1940-) was an exceptional testimonial for Barilla pasta, lending her face and voice to over fifty carousels of the Parma pasta factory, in precious video clips. Linked to the fashion of the moment, but never banal, gifted with uncommon mimicry and acting, with her exceptional voice she will caress boxes of pasta with voluptuous elegance or tower over gigantic packages to recommend quality purchases to those great chefs who are Italian housewives. 
 

Mina, directed by great directors, such as Valerio Zurlini (1926-1982), Antonello Falqui (1925-2019), Piero Gherardi (1909-1971) or Duccio Tessari (1926-1994) - who do not disdain temporarily leaving the cinema or TV for the world of advertising - offers his songs, often repeated in different versions and settings; she sings live at the Bussola in Viareggio, records in the recording studio and becomes a fixed appointment for Italian women.


The message gradually becomes more refined, graphically perfect, and is soon combined with surreal sets, whimsical clothes, daring shots, aggressive and dynamic editing. And the clothes, designed for her by Fellini's great set designer and costume designer, Piero Gherardi, will be the subject of the exhibition organized by the Barilla Historical Archive for ApritiModa 2024 and will allow us to dive into the Sixties and the extraordinary creative hotbed that was the 'Italy of the time.


On Saturday 19 October at 10 and 11 am it will be possible to visit the Barilla Historical Archive at the Barilla headquarters in via Mantova 166 in Parma, attend the screening of some of the most exciting carousels directed by Gherardi with Mina, admire the clothes designed by him for the singer and relive the atmosphere of the sets through the magical photographs of Piero Pascuttini (1936-2009), photographer of the Cinecittà divas. Entrance is free but it requires booking on www.apritimoda.it