Fashion encyclopedia
Fontana created fantasy dresses, wedding gowns, ball gowns, and possessed an aura of glamor. In the 1950s, in particular, the Fontana style was a rich excess and ideal of the sumptuous dress. For the client, these were the most flattering kinds of party dresses cognizant of the New Look, buoyant in full skirts, and attentive to the bust. To the observer, theatrical high-style 1950s style was crystallized in the internationally known clientéle including Linda Christian (her wedding dress to marry Tyrone Power), Audrey Hepburn, and preeminently Ava Gardner.
Gardner was the perfect Fontana client and model—unabashedly and voluptuously sexy and known for alluring and elegant dressing. Gardner wore Fontana for film roles in The Barefoot Contessa (1954), The Sun Also Rises (1957), and On the Beach (1959). While American film had its own specialty costume designers such as Edith Head and Travis Banton, postwar Rome reignited its status as a glamor capital by the conflation of life and film. Sisters Zoë, Micol, and Giovanna Fontana had begun their business in 1936, but seized the public imagination when American films were made on location in Italy using their designs and, to a lesser degree, with the Italian film industry. The popular international appeal of the Power/Christian wedding and Ava Gardner's paparazzi-trailing fame brought vast worldwide visibility and recognition.