The illustrators’ raincoat

How would you advertise a raincoat?

The romantic Giorgio Muggiani imagined the dark silhouette of a woman against the sunset, somewhere between Segantini and Caspar David Friedrich.

The visionary Bob Noorda transformed headlines into stripes of rain, falling on an oblivious couple.

The theatrical Leopoldo Metlicovitz set up a whole choreography, with a joyful group of people walking under the macho claim, “A chi la pioggia… A noi!” (“For those who tell the rain… ‘Come and get me!’”) – which some say was an implicit joke on the Fascist regime’s toughness.

The mysterious Mario Puppo played with De Chirico, capturing one of the painter’s mannequins wearing a white raincoat in the grayness of a metaphysical square.

Many more artists, illustrators, and designers tried to answer our question coming up with new, memorable solutions: Marcello Dudovich, Bruno Munari, Gino Boccasile, Paolo Garretto, Federico Seneca…

A parade nobody would want to rain on.

Eugenio Colmo (Golia) per Salga

Eugenio Colmo (Golia) for Salga

Leopoldo Metlicovitz per Moretti

Leopoldo Metlicovitz for Moretti

Leopoldo Metlicovitz per Bottega della Gomma

Leopoldo Metlicovitz for Bottega della Gomma

Achille Luciano Mauzan per Moretti

Achille Luciano Mauzan for Moretti

Alessandro Panciroli per Pirelli

Alessandro Panciroli for Pirelli

Giuseppe Cappadonia per Pirelli

Giuseppe Cappadonia for Pirelli

Marcello Dudovich per Cofra

Marcello Dudovich for Cofra

Leonetto Cappiello per Pirelli

Leonetto Cappiello for Pirelli

Gino Boccasile per Wearover

Gino Boccasile for Wearover

Gino Boccasile per San Giorgio

Gino Boccasile for San Giorgio

Mario Puppo per San Giorgio

Mario Puppo for San Giorgio

Federico Seneca per Nailon Rhodiatoce

Federico Seneca for Nailon Rhodiatoce

Erberto Carboni per Pirelli

Erberto Carboni for Pirelli

Paolo Garretto per Valstar

Paolo Garretto for Valstar

Jeanne Grignani per Pirelli

Jeanne Grignani for Pirelli

Bruno Munari per Pirelli

Bruno Munari for Pirelli

Bob Noorda per Pirelli

Bob Noorda for Pirelli

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