The Art of Hat-Making: Italian craftsmanship from the Cervo Valley

Cappellificio Cervo is a historic institution in the world of millinery, dating back to 1897. Photographer Giovanni Previdi has documented the artistic integrity of this institution in his book How to Make a Hat, which takes readers on a journey through Italian fashion history. He focuses his camera on the ritual of seemingly simple gestures at the hand of makers whose craft was honed over generations, in the picturesque Cervo valley of the Biella province. The book reflects on the importance of reembracing quality and durability to counter the global fast fashion and highlights the art of patience and perfection to confront conveyor-belt philosophies.

Format: Hardback
Length: 96 pages
Publication date: 12 October 2023
Publisher: New Heroes & Pioneers

Cappellificio Cervo, a venerable millinery institution since 1897, holds a unique place in the world of fashion. Like the analog camera in photography, it serves as a sanctuary for the revival of fine art and unparalleled craftsmanship. Photographer Giovanni Previdi has beautifully captured the artistic essence of this historic institution in his book, How to Make a Hat. Through the lens of his SX-70 Polaroid camera, Previdi takes readers on a captivating journey through Italian fashion history, specifically focusing on the art of hat-making.

For several weeks, Previdi immersed himself in the intricate process of hat-making at Cappellificio Cervo, meticulously observing the skilled artisans who had perfected their craft over generations. His camera lens was trained on the seemingly mundane gestures of these makers, revealing the profound artistry and dedication that went into each hat.

Set in the picturesque Cervo valley of the Biella province, where the pristine water plays a vital role in the creation of both ordinary and high fashion hats, the book offers a profound reflection on the importance of embracing quality and durability in the face of the global fast fashion phenomenon. Previdi, like his Polaroids, emphasizes the art of patience and perfection as a counterbalance to the conveyor-belt philosophies that dominate the industry.

Through his captivating photographs and insightful commentary, Previdi invites readers to appreciate the craftsmanship and artistry that go into the making of hats. He reminds us of the value of investing in timeless pieces that transcend fleeting trends and embrace the beauty of slow fashion. Cappellificio Cervo and Previdi's book serve as a testament to the enduring legacy of fine art and craftsmanship, reminding us of the importance of preserving these traditions for future generations.

Dimension: 210 x 265 (mm)
ISBN-13: 9789198656671