- eyewear generates culture -
We are glad to celebrating the first years of crafting the finest MADE IN ITALY eyewear with highest quality standards in Europe, however our company’s history goes back much further than that.
Entrepreneurship Of A
Anil, the art director of MARCHEMA Milano, at a very young age has studied industrial design and brand management in Politecnico di Milano University, one of the oldest and most important universities of the Europe, ranked the best for design and engineering among the top best universities in the world. After she graduated with honours, started to work in the field of her family’s passion, sunglasses world.
Anil worked for years for Tods, Moncler, Swarovski, Gianfranco Ferré, Benetton to lead the design and manufacturing of world's finest products. As a brand manager she lead Italian sunglasses export to more than 40 countries.
In the last decade she decided to create her own collection in the heart of Milan city, establishing the design and management offices in Corso Magenta 14, Milan's world-famous luxury and fashion district, near to Duomo Cathedral.
This is a collection of archived images showing culturally relevant events throughout history, events that have affected Milan. Starting from the 19th century, we will take you right up until today the start of MARCHEMA Milano as we know it. This is what we grew up with, this is our inspiration, this is our history.
EVERY STORY HAS A BEGINNING
In the second half of the 19th century Italy was in late in the field of industrial development. One of the most important manifestations concerning the relationship between industry, applied arts and architecture was the International Turin Exposition in 1902, where we could recognise the great Art Nouveau's triumph; this was the first chance for a world-wide comparison between Italian industrial tradition and the other big international countries', especially the European powers.The vanguard movement that more influenced the idea of an aesthetic revolution of the world was Futurism.
It was near to and anticipated the Bauhaus movement, too.
It All Starts From Milan;
Milan knew an intense industrial design development during the first world war, from 1910 to 1920 which were decisive years mainly for car, plane and general mechanical industry. From the early 1900s, Milano, the Lombard capital excelled in the production of new means of transport and mechanical parts. This was the home of brands known all over the world: Breda, Alfa Romeo, Touring and Innocenti, which produced the iconic Lambretta scooters. The list could also be extended by including Bugatti (Ettore Bugatti was Milanese) and even Ferrari, because it was precisely from Milan that Enzo Ferrari took his first steps in the industry.
Milan became an open, vital laboratory of Italian civil society. A pioneer in terms of artisanal growth, trade and no less importantly social and even political transformations, the city took on the role of the economic, industrial and financial capital of Italy thanks to its distance from the Roman political establishment and to the industrious character of a dynamic middle class active across the territory.
The 30s to 50s
On April 25, 1945 the Nazis and fascist soldiers withdrew Milan, even if the war continued for a while. A multi cultural and social freedom was limited and with endless cultural restrictions stunting its sense of expression and creativity. Alongside this creative approach to business, necessarily flexible and versatile in a fragmentary national context, the invention of new materials as surrogates for the raw materials of these years was another decisive factor for growth.
After War Culture, Milan Never Gives Up;
The decade is a success of the “New Italian Design” and of the economic boom that further reinforced the link between new design, advanced industry and architectural culture. The Triennale exhibitions of this period were also connected with a series of major public events that led to the birth of the Association of Industrial Design (ADI) and the “Compasso d’Oro” award.
During the second world war a big part of the Italian construction legacy had been destroyed, so it was important to find new ideas to reconstruct the country: this was an interesting challenge for designers and architects who were called to renew Italian dwelling places in a technical and functional way.
Liberation Of Societies;
David Bowie launched his album Space Oddity, a great inspiration for space exploration missions made by world super powers. In the second half of the 70's the 'post-modern', or 'neo-modern' became the most significant movement in Italy. The new phenomenon emerged thanks to vanguard designers (Branzi, Deganello, De Lucchi, Sottsass). The style was extremely provokative and kitsch and it became in a few time the guiding style of the new Italian design.
The role of women in society was profoundly altered with growing feminism across the world More women could enter the work force. Street fashion started its own revolution, especially in Milan.
Wind Of Change;
Thanks to its geographical position and the specific forms of manufacturing expertise in its outlying zones, Milan became an open, vital laboratory of Italian civil society. A pioneer in terms of artisanal growth, trade and no less importantly social and even political transformations, the city took on the role of the economic, industrial and financial capital of Italy.
The term paninari identifies a youth subculture born in Busto Arsizio, and from there spread throughout Italy and in some European countries. The characterized, among other things, the obsession with designer labels in clothing and in every aspect of daily life, the rejection of politics and adherence to a lifestyle based on consumption, the fun at any cost and lightheartedness . For the first few years was totally apolitical, real break with the super-politicized seventies.
A New World;
The European Union was formed as a larger global community even if Iwe were one of the founder nations of it since 50's. In the 90’s the city saw a huge transformation, making it what it is today. Milan city's main football team AC Milan played in their all-white away strip at the 1994 Champions League final placed in Olympic Stadium of Athens, beating Barcelona in a proudly victory 4-0. Nelson Mandela is elected President of South Africa. Seattle's grunge music genre subculture diffused all around the world transforming European street culture definitely.
A New Social Network;
Smartphones, tablets, and other IoT devices surged in popularity during the 2010s, allowing easy access to the internet and mass media via mobile apps, social networking, and videotelephony. Lifestyle and trends are strongly influenced by social-cultural changes, such as modernization, technological innovation and also by artistic movements. Pop culture is highly influenced by celebrities and includes the daily interactions and cultural 'moments' that constitute the everyday lives of the mainstream. The launch of social media platforms changes the World's communication and consumption culture in a permanent way.
and now comes a new
CROWNED INDEPENDENT GENERATION
MARCHEMA Milano is born
MARCHEMA Milano was born from the mind of Marchema team and Anil, a woman who spent his career on art directing of World's best known brands, created for several years successful collections which got respect and endorsement of international retail authorities.
Our products are designed in our creative studio in Milan where the city's lifestyle, people and architecture inspire us everyday.
Milan people are very curious people, love to experience new things. They always like to look at world, see what's going on and bring it back to Milan and make it even better. As a team we aim to adopt this state of mind into our work.
The classic part of Milan together with its modern contemporary part inspires us a lot.
We only design what we like and what we want to wear ourselves and after all the results we reach should be so much fun.