Beyond Professional Stereotypes. Women Pioneers in the Golden Age of Italian Graphic Design.

Great histories of design and graphic design, both in Italy and internationally, reserve a secondary or minor role for women. Referring in particular to the so-called golden age of Italian graphic design – between the 1950s and the early 1970s – very few female figures have emerged. However, through accurate research on primary sources and original documents, it is possible to identify remarkable profiles, especially in the case of women practising independently or with their husbands, managing their businesses while playing the expected social roles. More than just a list of names and artworks, the paper aims to demonstrate how women designers de facto broke the stereotypes of a male-dominated working field such as graphic and advertising design in post-WWII Italy. Another purpose is to underline how thoughtful use of sources and research methods may lead to a more inclusive rewriting of design history, mentioning less-known figures who have full rights to be considered pioneers and role models.