The Art of Hat-Making

Italian craftsmanship from the Cervo Valley

Giovanni Previdi

$107

Hardback

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English

New Heroes & Pioneers
15 September 2023

Individual photographers; Fashion & textiles: design; Fashion & society; Fashion & style guides

Cappellificio Cervo is to the world of millinery what the analog camera is to the world of photography: a place of return to fine art and inimitable craftsmanship. It is the artistic integrity of this historic institution dating back to 1897, that photographer Giovanni Previdi has documented so beautifully in How to Make a Hat. This book takes its readers on a journey through Italian fashion history - hat-making history, to be exact - and all through the lens of his SX-70 Polaroid camera.

Previdi spent several weeks following the ins and outs of the company's hat-making process, focusing his camera on the ritual of seemingly simple gestures at the hand of makers whose craft was honed over generations. All this, in the picturesque Cervo valley of the Biella province, where the pure water plays an important role in the making of both ordinary and high fashion hats.

Capturing the essence of the textures and colour intensities found in the natural fibres used to create unique pieces, The book reflects on the importance of reembracing quality and durability to counter the global fast fashion, like his Polaroids, Previdi highlights the art of patience and perfection to confront conveyor-belt philosophies.

Photographs by: Giovanni Previdi
Imprint: New Heroes & Pioneers
Country of Publication: Sweden
Dimensions: Height: 210mm, Width: 265mm,
ISBN: 9789198656671
ISBN 10: 9198656678
Pages: 96
Publication Date: 15 September 2023
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

Based in Bologna (Italy), Giovanni Previdi is a bookseller who discovered his love for photography upon purchasing his SX-70 Land Camera on eBay. Intrigued by the idea that an instant photo is not reproducible, he shoots most of his work on an instant or film camera. His photos have appeared in Italy's biggest newspaper, Corriere della Sera, the official Polaroid Book (Chronicle Chroma, Los Angeles 2021) and Vogue. . Several of his portraits were displayed at the ImageNation International Photo Exhibition in Milan (2022).