40 years ago, in March 1980, Donna was born, the magazine that renewed fashion publishing and became Vogue's most formidable antagonist, and would have been for many years to come. The story tells that in 1963 the designer and art director of an innovative and prestigious Vogue Italia was Flavio Lucchini, the same who 17 years later would have created the new magazine, once again able to revolutionize the image and communication of fashion itself.

This is the memory of the editorial adventure that generated Donna, an unforgettable magazine published by Edimoda (Rizzoli Group/Corriere Della Sera and later Rusconi) that spoke of new fashion, new ways, new worlds with an avant-garde cut that would make it contemporary even today. Its startling covers, always different, always provocative and punctual, highlighting the new Made in Italy (but not only). And other preferably Italian talents.  The collaborators are stellar: front-page journalists, writers, intellectuals, sociologists, artists. Very talented photographers, from Oliviero Toscani to other future stars such as Giovanni Gastel, Fabrizio Ferri, Paolo Roversi… 

40 years ago, in March 1980, Donna was born, the magazine that renewed fashion publishing and became Vogue's most formidable antagonist, and would have been for many years to come. The story tells that in 1963 the designer and art director of an innovative and prestigious Vogue Italia was Flavio Lucchini, the same who 17 years later would have created the new magazine, once again able to revolutionize the image and communication of fashion itself.

This is the memory of the editorial adventure that generated Donna, an unforgettable magazine published by Edimoda (Rizzoli Group/Corriere Della Sera and later Rusconi) that spoke of new fashion, new ways, new worlds with an avant-garde cut that would make it contemporary even today. Its startling covers, always different, always provocative and punctual, highlighting the new Made in Italy (but not only). And other preferably Italian talents.  The collaborators are stellar: front-page journalists, writers, intellectuals, sociologists, artists. Very talented photographers, from Oliviero Toscani to other future stars such as Giovanni Gastel, Fabrizio Ferri, Paolo Roversi… Unforgettable the models who debuted on Donna: Amalia, Daniela Ghione, Alda Balestra, Monica Bellucci, Isabella Rossellini... Unfailing fashion greats and promises, always found in advance to which Donna often dedicated the first cover, from Dolce&Gabbana, to Ferré, Romeo Gigli... And then the famous "yellow pages", a yellow insert, forerunner of a fashion newspaper where the first and back stories of its protagonists were told in the language of investigation. Flavio Lucchini executive editor and Gisella Borioli chief editor, gave birth to this magazine that told the glories and energy of the 80s, creativity in all sectors, with a modern language and a style - in the image, graphics, in the content - which have long influenced everyone else. The book written by Borioli "10 years of Fashion-1980/1990 Cronache Tendenze Protagonisti" has become a must for scholars and enthusiasts of that frenetic decade. It is now a rarity, but it is still found on amazon.it ibs.it and in online bookstores that sell vintage books.