HORROCKSES FASHIONS, OFF-THE-PEG STYLE IN THE ‘40S AND ‘50S CHRISTINE BOYDELL; V&A PUBLICATIONS, LONDON 2010
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Fashion Books, Milan. Niche attitude reminiscent of the eighties

Fashion books from the fifties, avant-garde magazines and catalogues line the walls of Alessandro Andrei’s private studio

Alessandro Andrei – Fashion Book’s founder

In the early eighties, Alessandro Andrei was fresh out of university. He had just found a part-time job at the Einaudi bookshop, at Galleria Manzoni, in Milan. One day, he was working behind the counter, when a young man with dark curls stepped in and bought two copies of an illustrated book displayed in the shop window. That young man was Gianni Versace. Alessandro, as he would soon find out, was about to experience the boom of Italian high fashion and the rise of the Made in Italy all around the world. Little did he know then that in a few years he would work as a target for the fashion, design and architecture publishing. 

Alessandro was able to sense the potential of an expanding world. This not only demanded the latest issues of fashion magazines, but needed references. Photography, architecture, cinema, literature, color theory. In a time when social networks didn’t exist, an expert bookseller could save a designer’s collection by providing them with the right publication. «Even today» claims Alessandro, «I can spot which detail or pattern has been taken from a book I’ve sold to the designer».

In his forty-year-long career, Alessandro replenished his catalogue by visiting book fairs all around the world. He also established long-lasting partnerships with Armani, Moschino, Fiorucci, Pomellato, Gianfranco Ferré, Krizia. In 2018, he decided to open a private studio, Fashion Books, at via Kramer 33, in the district of Porta Venezia.

The Men’s Fashion Book, Phaidon Editors with an Introduction by Jacob Gallagher, Phaidon, London 2021

Lampoon review: Fashion Books, a private studio in Porta Venezia

One doesn’t end up in Alessandro’s studio by chance, if only because one needs to make an appointment. Once its doors open, one can sense the different nature of this place. Not a bookstore, not a private collection. The studio features design pieces of all types, like the baroque armchair displayed at the Dolce & Gabbana store. Customers who visit Fashion Books are long-standing partners of Alessandro or up-and-coming designers. They are in search of a one-of-a-kind book they could never find in a common bookshop. 

Alessandro’s passion for vintage illustrated books started in the mid-nineties, in New York. Here, Shawn Gunson, Diana Vreeland’s assistant, introduced him to this business. When Shawn Gunson died a few years later, Alessandro took a flight to New York and participated in the auction sale of Gunson’s collection. He came back to Milan with a pile of fashion books printed in the fifties, sixties and seventies.

If it’s true that social media dominate the fashion industry, they should not be always trusted. They, in fact, often ‘recycle’ the same images and aesthetics over and over again. That is why booksellers still play a role in design and fashion. «Designers have to consult specialized publications if they want to step off the beaten path and create something original» adds Alessandro.

Products selection at Fashion Books

Browsing through the stacks in Fashion Books Milano, one encounters a variety of stimuli. In books that are design pieces themselves, in the photographic collections, or in the classics of fashion literature. One example is Il rumore del tempo by designer Gaetano Pesce, with its horsehair, silicone and iron cover. After all, as Terry Newman wrote in her book Legendary Authors and the Clothes They Wore, a fashion collection is a compendium of references and influences, backed by research and held together by the designer’s own taste.

A fashion catalogue is therefore a census of its time’s aesthetics. All literature is a mirror to its time’s society. What work of art captured the twenties better than Fitzgerald’s The Great Gatsby, or portrayed Manhattan’s Upper East Side better than Capote’s Breakfast at Tiffany?

Fashion Books

Via Antonio Kramer, 33, 20129 Milan

Fashion Books is a private studio opened in 2018, at via Kramer 33, in the district of Porta Venezia.

Carlotta Rovaris

The writer does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article.

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check and buy on Prototipo Store
item collections in limited edition
crafted according to our editorial search

Hemp / made in Italy
Lampoon is working to restore
Hemp production in Italy
as hemp is the one and only
natural vegetal fiber sourceable in the country
for more info, please email us at [email protected]

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