The Contemporaries

In 1974, Giuliana Marchini Gerani identified sportswear as the future and chose Jean-Charles de Castelbajac, a radical and visionary creative. He was the one who invented ICEBERG, from the name itself, and defined its unique identity with pure forms and an unprecedented megamix of materials. The knitwear became a manifesto, decorated with neo-pop emblems and comic book characters. In 1983, Castelbajac entrusted Oliviero Toscani with the first campaign: the protagonists were not models, but creatives from the cultural scene. Not fashion shots, but portraits. They made history.