PESANDO A.B., Design and women through the pioneering magazine «Stile Industria» (1954-1963

The focus of this paper aims to analyze a pioneering design magazine «Stile Industria» that became a prime arena for debate in the consolidating Industrial Design community. Forty-one issues were published between 1954 and 1963, initially at quarterly intervals then bimonthly on issues of design applied to industry, graphic art and package. Directed by Alberto Rosselli and promoted by Gio Ponti, his partner and father in law, the magazine is affiliated with the architectural magazine «Domus». The editing staff is initially composed of friends and professionals close to Rosselli, all young people at their first editorial experiences: the architect-designer Giancarlo Pozzi, Franca Santi Gualtieri graduated from the Accademia of Brera, Michele Provinciali graphic, and Luciana Rosa Foschi, first as a secretary and then editor since 1957. This staff was over time increased by many other contributors including Angelo Tito Anselmi (editor), Maria Bottero who replaces Mario Galvagni as a columnist in the review of books and products. Other columnist were Bruno Alfieri, Bruno Munari, Gillo Dorfles, Carlo Santi, Ettore Sottsass Jr. etc. The aim of the paper is: first, to report citations or good feedbacks of the works of women in the field of design starting from «Stile Industria». Especially, through articles, awards, contests, it is possible define a framework of local geographies of women professionals (names, titles, roles) in national and international field. Second, investigate the drafting work of professional women for whom «Stile Industria» became a springboard for new editorial experiences. For example Franca Santi Gualtieri will collaborate with the magazine «Abitare» founded by Piera Peroni since 1961, with an editing staff almost exclusively female, until becoming director in 1974. Also Maria Bottero will enter the editing of important architecture magazines such as «Zodiac» and «Abitare». Finally, analyze a design magazine still poorly explored and known.