La prematura scomparsa del padre ha infranto il sogno di Bista Giorgini di diventare Ambasciatore, ma ha dato all’Italia il pioniere degli “Ambasciatori del made in Italy”.
Giovan Battista Giorgini, detto Bista, era nato a Forte de Marmi nel 1898 da una antica famiglia di Lucca. La scomparsa del padre lo obbliga ad occuparsi delle cave di marmo di famiglia e a trasferirsi a Florence, where starts the export activity. He, however, lives this unexpected situation as a viable alternative to diplomacy, since it allows him to travel and promote the Italian genius in the world.
Bista goes, then, the United States with the dual aim of understanding the tastes and needs of that market but, more importantly, to introduce the products "made in Italy".
The rapid growth in its business - in addition to the promotion of Italian products in North America, opens in Florence "The Three Rooms", American craft boutique - is abruptly stopped from the terrible crisis of '29. particularly sensitive to any news, Giovan Battista Giorgini contains different qualities in his personality to ensure success: an entrepreneur, he collects antiques, also became a fashion designer. With a strong ability to anticipate the times, he is to indicate the changes to be made to suppliers or colors to be enhanced. First introduced in Italy American shoe forms and understood the importance of clothing for leisure. But
Bista is above all a skillful public relations man: thanks to its origins and the friendships gained, winning new customers with elegant social evenings at his home in Florence. Nei saloni arredati con mobili d'epoca e oggetti d'arte, ricrea atmosfere che per i suoi ospiti stranieri diventano un piacere irrinunciabile. Sostiene la sua attività con balli, concerti ed eventi, anticipando una condotta solo oggi divenuta pratica comune.
Nel 1947 organizza al Museo di Arte Moderna di Chicago la mostra "Italy at work" ove presenta il meglio della nostra produzione tra artigianato e arte: vetri di Murano, ceramiche, paglie, tessuti, pelletteria. Ma è il 12 febbraio 1951 che, nella sua casa fiorentina (Villa Torrigiani in Via dei Serragli) Bista Giorgini realizza il "First Italian High Fashion Show". Ne prendono parte dieci sartorie (Antonelli, Carosa, Fabiani, Marucelli, Noberasco, Schubert, Simonetta, Sorelle Fontana, Vanna, Venetian) and four retail stores (Emilio Pucci, Baroness Gallotti, Bertoli and Avolio).
was an immediate success and the amount of orders exceeds all expectations. The second event is held at the Grand Hotel in front of three hundred buyers and journalists. In July of the next event arrives at the Sala Bianca of Palazzo Pitti. She was born High Fashion Italian ...
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