Nino Cerruti wanted to be a journalist. But in 1950, he gave up his studies to take over the family run fabric manufacturing business founded by his grand-father. To Nino, comfort is the sine qua non condition for elegance, which is why he innovates to create new yarns, new weaves and new finishes; then launches his own clothing brand in 1957.
In this 1970 photo, Nino is the incarnation of Biellesi effortless chic.
« Rebellion isn’t in my way of proceeding. However, I seek to not do anything like everyone else. »
KELAÏDITES, Georges, phot. CERRUTI, Nino. 1970.
- LAPELS
« Trends in lapel size often mirror the economic climate: during World War II, lapels initially became smaller due to fabric shortages » - COOPER X 12
« Dressed up like a million-dollar trouper/Tryin’ hard to look like Gary Cooper/Super Duper – Puttin’ on the Ritz » - OUTER POCKETS
« It wasn’t until the Industrial Revolution that sewn-on pockets, and pockets hidden within the liningfabric that is used inside a garment, became standard in clothing… » - INNER POCKETS
« They are designed to meet the needs and habits of the wearer, evolving over time to accommodate changing lifestyles. »