La Merveilleuse

La Merveilleuse was founded in the aftermath of the great 1911 Exhibition at the Parco del Valentino, where the fashion pavilions showcased the best productions of ateliers from the subalpine capital.
This event occurred in a climate described by Gillo Dorfles as the affirmation of the Zeitgeist, the spirit of the time, characterized by a unique symbiosis between visual arts, design, and fashion, which created an epoch-defining style.

From its inception, La Merveilleuse reached the pinnacle of success with its famous blouses, in demand throughout Italy, producing 30,000 pieces annually. This success led the company to open a second store in Turin and a branch in Rome on Via Condotti.

With its luxury tailoring and numerous clothing companies, Turin was considered the national capital of fashion. In the post-war period, the house, always at the forefront, launched its own prêt-à-porter line, which retained its hallmark of sobriety and practical elegance. However, boutique fashion, the first true “made in Italy” from Florence, from Palazzo Pitti to the world, was changing tastes.
Designers ready to ally with factories were about to debut. After various ups and downs, the Turin house ceased its operations at the end of the 1960s.