finishing touch to the Picchiotti ‘wardrobe’ is the Caletta collection of jewelled timepieces,
MADE IN ITALY – 1970s STYLE REVOLUTION The 1970s were formative years for
watches for both formal eveningwear and casual daytime looks. w This continual
Picchiotti. In the jewellery world, stylewise, the decade was swept by a wave of moder
renewal of classic themes and design elements; the duality of consistency and change; the
nism: mainstream style was linear, urban, minimal, geometric and strongly inspired by
balance between linear, abstract designs and figurative forms: all are essential elements
art deco, as designers harked back to the original early twentieth-century machine-age
of Picchiotti design philosophy, embedded in the hearts and minds of each of the family
modernists. At the same time, in the heat of social and cultural revolution, the hedonistic
members. Each person is encouraged to bring individual ideas and opinions to the table,
flamboyance of the jet set generated another style of rich opulence in fine jewellery,
in order to keep creativity alive and moving forward, in step with fashion, lifestyle and
extrovert designs and unprecedented freedom in the use of unconventional materials,
advanced technology. Giuseppe likes to emphasize the democratic nature of the family
such as coral and lapis lazuli, and heavily textured gold. Picchiotti’s designs from the
dynamic. Each year, immediately after Baselworld, work begins on the new collection
1970s show Giuseppe’s grasp of the mood of the moment, which he interpreted with both
that will be presented at Baselworld the following year. Each member is invited to con-
audacity and reverence. With his new, design-driven jewels, Giuseppe forged a role for
tribute opinions and suggestions, while Giuseppe works closely with his small team of
himself as a leader of the ’70s style revolution and the ‘Made in Italy’ movement that was
designers, explaining his vision, showing them his sketches, working out construction,
to thrust Italian jewellery to the forefront of world attention. Up until this time, Paris
articulation, materials, colours, details. When the series of different designs – various
had been considered the home of High Jewellery, and the finest work came from French
interpretations of an idea or a theme, or perhaps an updated revival of an earlier design –
ateliers. Now Italy brought together exciting, modern, Continental design with superb
is ready, the images are pinned to a wall in the studio downstairs, and the family members
artisanship, challenging the pre-eminence and superiority of French High Jewellery.
vote by secret ballot on the designs they prefer. Many are rejected, says Giuseppe, and
Italian jewels and jewellers sent shock waves through the world of jewels. w Giuseppe
often the final choice is the result of lively debate. One thing is certain, however, and
was adept at translating 1970s and ’80s design influences through the most precious
that is that the chosen design will bear one or several of the hallmarks of Picchiotti style.
materials and superlative craftsmanship. For example, he took the ’70s craze for chains,
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