An initiative that goes beyond simple celebration and becomes a bridge between past and future, between historical memory and new academic perspectives. On the occasion of the 75th anniversary of the Lions Club Lugano, the city is enriched by a new cultural project that places the photographer's legacy at its centre Vincenzo Vicari (1911-2007). The result of a collaboration between the City of Lugano, the Lugano Lions Club, and the University of Italian Switzerland (USI), the event "Vincenzo Vicari, Lugano and Fashion" opens on Sunday, September 7th at Villa Ciani with a photography exhibition and a series of public meetings.
The heart of the initiative is the valorization of the vast photographic collection of Vincenzo Vicari, a collection of over 200.000 images that uniquely document the social, cultural, and economic development of the Lugano area throughout the twentieth century. Housed in the historical archives of the City of Lugano, this visual corpus represents an invaluable resource for understanding the evolution of an era.
A journey through Lugano fashion through Vicari's lens.
The photography exhibition "Vincenzo Vicari. Lugano and Fashion" traces the city's relationship with the trends of the last century, from the textile industry to artisanal tailoring, to the influence of the great Parisian fashion houses. The exhibition highlights how elegance and refinement found a home in historic shops such as Fumagalli, Pellicceria Andina, and Riva-Pinchetti. The photographs by Vincenzo Vicari They capture not only the clothes, but the atmosphere of an era when Ticino fashion reinterpreted international trends with sobriety and style. There are also shots of prominent figures like Edmondo Patuzzo and Elsa Barberis, designers who brought Lugano elegance beyond the canton's borders.
“The photos of Vincenzo Vicari "They help us understand Lugano, fashion, and visual communication in a unique and fascinating way," said Professor Lorenzo Cantoni, director of the USI Master's in Digital Fashion Communication, emphasizing the importance of this heritage as a key to understanding local culture. The selection and design of the exhibition were curated by Laura Marchiori, a master's student, in collaboration with the Culture Division of the City of Lugano.
A scholarship for the future of research
The event also marks a decisive step in promoting research and training for young people. The new “Lugano Lions Club Scholarship – Vincenzo Vicari”, intended for students of the Faculty of Communication, Culture and Society at USI. This initiative will allow future researchers to delve deeper into the work of Vincenzo Vicari and the historical context in which it developed. The scholarship will also be funded through the sale of photographic prints selected by the fund.
"This collaboration represents a further step forward for the City of Lugano in enhancing its visual heritage," said Roberto Badaracco, Deputy Mayor and Head of the Department of Culture, Sport and Events. "With initiatives like this, we not only promote the historical memory of our city, but also support youth education and dialogue between institutions." Alessandro Simoneschi, President of the Lugano Lions Club, added that the initiative reflects the motto of the Lions Year "Think global – Act local," combining local action with global responsibility.
From the halls of Villa Ciani to the classrooms of USI
After the inauguration at Villa Ciani, the exhibition will continue its journey at the Università della Svizzera italiana, in the Palazzo Rosso on the West Campus. The exhibition will be open to the public from September 15 to October 3, 2025, Monday to Friday, from 8:30 a.m. to 19:00 p.m., offering students and citizens the opportunity to immerse themselves in the legacy of Vincenzo VicariThe inaugural event, scheduled for Sunday, September 7, at Villa Ciani, will feature the participation of institutional and academic figures, including Roberto Badaracco and Maura Campello Vicari, the photographer's daughter, as well as a screening of the RSI documentary "Boutique Patuzzo."
The project, supported by Raiffeisen Bank Lugano and the Mobiliare Lugano General Agency, aims to become a key event for the promotion of Lugano's visual heritage, transforming memory into a driving force for research and future culture. Further details on the event are available at link.
