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Gio Guerreri
The story. Gio Guerreri arises from a great family passion. Elisabetta Guerreri, Gio Guerreri's daughter, is the stylist responsible for this Company that reconciles the craftmanlike knowledge with the industrial textile avant-garde. Already at the beginning of this Century her great-aunt worked in the sector as milliner of ceremony hats. Then it was the grandmother Elide (Arnaldo Abbiati's wife, contractor in the plastics sector), keen on fashion, to keep up the tradition.
In the 70ies Gio Guerreri, Elide's daughter, opened a boutique in the fashion quadrilateral of Milan, next to those that were become the major names in the world of pret-a-porter.
Nowadays the company belongs to Gio's daughters, Elisabetta, Alessandra and Chiara, and is a creative firm that also manufactures haute couture dresses in a sophisticated atelier, a real Renaissance workshop where to test textiles and study new cuts, willingly forgetting useless avant-garde performances if being an end in themselves, since the woman and her body come first.
Inevitably, the Gio Guerreri atelier influences the prêt-a-porter line: couture textiles and final touches, a distribution channel involving only de-luxe shops all over the word, that find in Gio Guerreri's collections the concordance of quality and price.
A short historical notice. Gio Guerreri's show room has become a meeting point for people that matter and that buy wisely, in the Palazzo Jacini, among frescos and portals, considered one of the most exclusive building in Milan, Via del Lauro 3, at the back of La Scala Theatre that tha Guerreri sisters open also for presenting the books of some friends writers. Right in the atelier nowadays occupied by Gio Guerreri, in 1860 Stefano Jacini, Minister for public works, prepared with king Vittorio Emanuele II the unity of Italy that was achieved one year later with the annexation of Rome.
