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They called him the “fashion ambassador” and he was the man who, from the seventies, made the greatest contribution to “made in Italy”. The world of fashion loses one of its most beloved characters. Beppe Modenese, 91, died at the last minute yesterday. Tireless, passionate and always very elegant, she has never missed a fashion show and cultural events in the world related to fashion, her presence has always given her a touch of class.
Giuseppe Modenese, known as “Beppe”, is the man who gave life to the Milanese catwalk, allowing Milan to become one of the strategic poles of the fashion system. Piedmont, originally from Alba, was a good-looking man with good manners. Cultured, educated, after a few years working in Turin, he moved to Milan, a city where he put down roots and where he became one of the most influential personalities in the world of fashion. It was he, with a brilliant intuition, who created a unique catwalk for those who would become the great designers of “made in Italy”. With savoir faire, style and foresight, he understood that he had high-quality creatives around him and convinced them to all perform in Milan, creating a unique pole of international attraction. Around him there was a designer like Krizia “extraordinary woman, capable of revolutionizing feminine elegance”, the architect Gianfranco ferrè “brusque and shy at the same time, a true master”, Moschino “ironic, brilliant, always against the tide” and Giorgio Armani and his partner Sergio Galeotti, with whom he laid the foundations of his future empire. Also with them were Gianni Versace “a rising star”, Rosita and Tai Missoni, Laura Biagiotti, Trussardi, Genny and the Fendi sisters.
Thanks to Beppe Modenese, who knew how to keep at bay and guide all these designers, who often behaved like “first capricious women”, the “made in Italy” catwalk took off in Milan. The first calendar is dated October 3, 1979, there were 19 names and the parades were concentrated in 3 days. Then again thanks to Beppe Modemese, Prada, Dolce and Gabbana, Gucci, Romeo Gigli and others joined the first round of designers. Beppe Modenese wove the ranks of the “made in Italy”, was the great director of fashion shows, organized events and, at the same time, together with his partner, the architect Piero Pinto, he frequented La Scala, the cultural salons, toured the world and among his admirers were Riccardo Muti, the princess of Kent, Irene Galitzine. He had met Coco Chanel, Diana Vreeland. Tall, distinguished, he wore only suits made to measure by the great tailors and as usual he always had to wear red socks. The first pair was given to him by the painter Balthus and since then he has not stopped wearing red socks that he exhibited with his innate elegance of a man who, out of nothing, created the “made in Italy”. Having run the Chamber of Fashion for a long time, flanked by Carla Ling, his long-time assistant, a woman with a steel fist in a velvet glove, he handed the witness over to Mario Boselli, a position that Carlo held for years. Capasa. But Modenese, even as honorary president, has never stopped following fashion shows, giving valuable advice and, wisely, suggesting diplomatic solutions.
