Leo Longanesi (1905-1957) was one of the most prominent figures on the Italian cultural scene of the twentieth century. His eclecticism, which saw him excel as a writer, painter, draftsman, journalist, and publisher, led him to take on the role of talent scout for many subjects who took on leading roles in the Italian culture. For this reason, he is regarded as the maître à penser of an entire generation of writers and journalists.
Among the many things he did, Longanesi personally took care of some of the advertisements in the magazines he published and directed, from concept to copy and graphic design. The beautiful ad for the Italian Piaggio Vespa scooter that we have chosen to decorate this shirt was made by him for the magazine “Il Borghese” and, which rarely happened, even signed.
A splendid engraving projects the Vespa scooter into a dreamlike and almost mythological atmosphere. The text reads, “Any transformation with the Vespa.” Pure genius.