‘You shall have no other style but me’. It could be a symbolic phrase of a 90s supermodel, those launched by the visionary genius of Gianni Versace. A concept that identifies the fifty years that have changed Italian society and refers to the scandalous slogan ‘You shall have no other jeans but me’ that accompanied Oliviero Toscani's photo for Jesus jeans.

The evolution of advertising promotion in Italy in the fashion sector during the second half of the 20th century is dedicated to the new exhibition of the Magnani-Rocca Foundation – the famous Villa dei Capolavori in Mamiano di Traversetolo, near Parma – set up in the rooms adjacent to those that permanently host major works by Tiziano, Dürer, Van Dyck, Goya, Canova, Renoir, Monet, Cézanne, Morandi, and many others.

More than three hundred works – including posters, magazines, commercials, photographs, cinema, videos, advertising gadgets, and even the legendary Fiorucci stickers – in an unprecedented journey that spans half a century of transformations in the collective imagination, with a philological and poetic look at the history of fashion and its communication. Cinema and television become its mirror, with commercials that have entered the collective myth.

From 1950 to 2000, Italian style launches itself into the world.

Armani, Benetton, Dolce & Gabbana, Emilio Pucci, Fendi, Fiorucci, Gianfranco Ferré, Guarnera, Gucci, Marina Rinaldi, Max Mara, Moschino, Salvatore Ferragamo, Valentino, Versace, Coveri, Zegna, Walter Albini are the protagonists of the Made in Italy of those years.

The shots of the great masters of fashion photography - Giampaolo Barbieri, Giovanni Gastel, Alfa Castaldi, Maria Vittoria Backhaus - and the illustrations of René Gruau, Sepo, Erberto Carboni, Franco Grignani, Guido Crepax, Antonio Lopez, Lora Lamm, in addition to the very particular and destabilizing work of Oliviero Toscani, give back an aesthetic that is both advertising narrative and portrait of an era.

Fashion confirms itself as a powerful communication tool and increasingly defines itself as the language and performance of the body. The exhibition tells how fashion and advertising, together, have been able to navigate the economic, social, and cultural changes of our country to generate its myths, stereotypes, creativity, and desires.