Alessandro Mendini, Andrea Branzi, Gianni Mazzocchi et al.
Edition : First / Milan / Domus / May 1981 / Softcover. / VG+ 4to. 56pp. Printed wraps as issued. Colour and Black & White plates. Text in English and Italian.
In 81 Mendini took over from Gio Ponti as editor of Domus. During his tenure the magazine modernised and broadened it’s scope in both in terms of design theory and new modes of practice. Mendini also had a deep interest in fashion and clothing- and the short lived Domus Moda was the result of his intention to inscribe fashion into the broader discourse of design and design culture. Chaired by Mendini, Sottsass was appointed as designer, with art direction handled by Studio Alchimia and texts by Barbara Radice, Franco Raggi, Paola Navone, Anna Piaggi and Andrea Branzi. Though the magazine declares itself to be a fashion magazine, it is more an enquiry into fashion by a group of architects and designers than a straightforward fashion publication per se. Mendini eschews celebrity and editorial in favour of construction, socio-political context and technological innovation. As one would expect, the art direction is phenomenal, unlike any other magazine from the period, and overall it is a sideways look at clothing through the eyes of designers and theorists. Alas it would appear that in 1981 architects were not particularly interested in reading about clothes, nor were fashion designers interested in reading Mendini’s complex theories, so Domus Moda was suspended after only 2 issues due to financial problems and lack of interest.