National Museum of the Salce Collection - Santa Margherita verified

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The show

The Salce Collection National Museum , in collaboration with the Magnani Rocca Foundation (Mamiano di Traversetolo, Parma), reopens from 21 December 2022 with the exhibition   Fashion and Advertising in Italy 1890-1950 , edited by Dario Cimorelli, Eugenia Paulicelli, Stefano Roffi. Until June 4, 2023.

The exhibition, set up in the Santa Margherita headquarters (via Reggimento Italia Libera, Treviso ), aims to tell the relationship between fashion and advertising in Italy from 1890 to 1950, through eighty of the most spectacular and well-known posters from the Salce Collection , work of the major Italian poster artists.

After the success of the homonymous exhibition that has just ended at the Magnani Rocca Foundation, to which the Salce Museum has contributed with a large loan of works, it was a must to re-propose the splendid selection of graphic works collected by Nando Salce and dedicated to the fashion.

Particular emphasis will be given to two all-Italian events: the communication of the Magazzini Mele in Naples, the most impressive, widespread, rich promotional activity ever carried out, which begins in 1889 and continues until the second decade of the 20th century; and that of Rinascente in Milan, which chooses Marcello Dudovich as its main illustrator for about thirty-five years, thus maintaining a unique and unrepeatable stylistic coherence.

Fashion through advertising therefore becomes a collective dream: from the mysterious fin de siècle ladies proposed by Aleardo Villa, Leopoldo Metlicovitz and by Dudovich himself in the posters of the Magazzini Mele, whose sumptuous elegance reflects the ambitions of the growing new bourgeois class, to the thin, diaphanous “crisis women” of the 1920s, who want to finally see themselves freed from the slavery of corsets and whalebones. In the 1930s the image of a sporty and dynamic modern woman would follow, like the one outlined in the advertisements of the La Rinascente department store.

The promotional strategies, applied to different means of communication, proposed ideas and images of artists and illustrators, extraordinary interpreters of the language of Italian costume and society, in an unprecedented period of creativity. The poster, as larger and more evident, will be the tool that from the end of the 19th century to the early 1950s will cover the walls of cities and more than others will succeed in building models and therefore worlds and ways of participation and representation.

Also on Wednesday 21 December , the San Gaetano branch (via Carlo Alberto 31, Treviso) will also reopen with a small exhibition of posters and playbills dedicated to Christmas. The public will also be able to admire a selection of over fifty metal advertising boards, the subject of a recent restoration thanks to the "Opera Tua" project by Coop Alleanza, in collaboration with Fondaco Italia.

Works on display

Timetable and tickets


Via Reggimento Italia Libera
31100 Treviso


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