{"id":87829,"date":"2022-03-08T09:30:57","date_gmt":"2022-03-08T08:30:57","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=87829"},"modified":"2022-03-21T15:40:44","modified_gmt":"2022-03-21T14:40:44","slug":"business-in-the-feminine","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/business-in-the-feminine\/","title":{"rendered":"Business in the Feminine"},"content":{"rendered":"<p>Female workers, sports champions, writers, journalists, designers. And many more. The history of Pirelli is closely intertwined with a whole feminine world to be read, interpreted, and imagined. Company registers, features, personnel files, photographs, articles: the archive tells the <strong>story of a company that is also a story of women<\/strong><strong>.<\/strong> <strong>Rosa Navoni <\/strong>was<strong> the first woman to be taken on at Pirelli, in the factory in Via Ponte Seveso in Milan. <\/strong>In <strong>1873, <\/strong>aged just 15, she became a worker in the \u201cplayground balls\u201d department. Her name appears in the company register, and her face appears in the volume that celebrated the<strong> fiftieth anniversary of the Group<\/strong> in 1922. There is also a First Lady in the typically male-dominated world of motor racing: <strong>Maria Teresa de Filippis<\/strong>, a countess born in Naples in 1926, became a champion racing driver. In a photo in our archive, we see her preparing for the<strong> 1949 Stella Alpina race <\/strong>in a Taraschi Urania Sport, powered by BMW and fitted with Pirelli Stella Bianca tyres. Women and words: the writers whose contributions appeared in <em>Pirelli <\/em>magazine between the 1950s and the 1970s, included <strong>Fernanda Pivano<\/strong>, who in <a href=\"http:\/\/search.fondazionepirelli.org\/bookreader\/riviste\/RivistaPirelli\/1953_6.html?q=&amp;start=45&amp;lang=it#page\/44\/mode\/2up\">1953<\/a> helped many readers discover the world of American literature, from Francis Scott Fitzgerald to John Steinbeck. <strong>Gianna Manzini<\/strong>, who explicitly describes \u201c<a href=\"http:\/\/search.fondazionepirelli.org\/bookreader\/riviste\/RivistaPirelli\/1956_4.html?q=&amp;start=42&amp;lang=it#page\/42\/mode\/2up\">Donne al mare<\/a>\u201c \u2013 women by the sea \u201cwho feel their power in an absolute manner, who are free, and heedless of their daily fights, as well as of their daily victories\u201d. Then there is <strong>Camilla Cederna<\/strong>, who invented puns for \u201c<a href=\"http:\/\/search.fondazionepirelli.org\/bookreader\/riviste\/RivistaPirelli\/1966_4.html?q=&amp;start=73&amp;lang=it#page\/72\/mode\/2up\">Un viaggio ma<\/a>\u201c \u2013 \u201cA journey but&#8230;\u201d to be driven on Cinturato tyres, and <strong>Lietta Tornabuoni<\/strong>, who interviewed Pasolini at his home in Rome: \u201cEven if he hadn\u2019t be driven by curiosity, and by the joy of playing and showing off, he could still have been an actor: playing the part of a poet or possibly a symbolic apparition (Destiny, Death, or something like that) in a French film of 1937.\u201d<\/p>\n<p>During those same years, internationally renowned <strong>designers <\/strong>such as <strong>Lora Lamm<\/strong>,<strong> Jeanne Michot Grignani<\/strong>,<strong> Christiane Beylier<\/strong> and <strong>Christa Tschopp<\/strong> all helped create a graphic style like no other in the history of<strong> visual communication. They created advertising campaigns for trend-setting raincoats, drawing women riding bicycles, Vespa scooters and Lambrettas with Pirelli tyres, and they reinvented the logo by experimenting with new shapes for the Long P. <\/strong>A logo that, for a century and a half, has brought together stories of work and talent, resourcefulness and creativity. Stories in the feminine, too.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Female workers, sports champions, writers, journalists, designers. And many more. The history of Pirelli is closely intertwined with a whole feminine world to be read, interpreted, and imagined. Company registers, features, personnel files, photographs, articles: the archive tells the story of a company that is also a story of women. Rosa Navoni was the first [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":87796,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[243,246,249],"class_list":["post-87829","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stories-from-world-of-pirelli","tag-company-history","tag-corporate-communication-en","tag-graphics-art-and-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Business in the Feminine - Fondazione Pirelli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/business-in-the-feminine\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Business in the Feminine - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"Female workers, sports champions, writers, journalists, designers. And many more. The history of Pirelli is closely intertwined with a whole feminine world to be read, interpreted, and imagined. Company registers, features, personnel files, photographs, articles: the archive tells the story of a company that is also a story of women. 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