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The Book

Cappellificio Cervo is to the world of millinery what the analog camera is to the world of photography: a place of return to fine art and inimitable craftsmanship. It is the artistic integrity of this historic institution dating back to 1897, that photographer Giovanni Previdi has documented so beautifully in The Art of Hat-Making. This book takes its readers on a journey through Italian fashion history – hat-making history, to be exact – and all through the lens of his SX-70 Polaroid camera.

The Photographer

Based in Bologna (Italy), Giovanni Previdi is a bookseller who discovered his love for photography upon purchasing his SX-70 Land Camera on eBay. Intrigued by the idea that an instant photo is not reproducible, he shoots most of his work on an instant or film camera. His photos have appeared in Italy’s Corriere della Sera, the official Polaroid Book (Chronicle Chroma, Los Angeles 2021) and Vogue.

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About the Book

What will you find inside Story

Previdi spent several weeks following the ins and outs of the company’s hat-making process, focusing his camera on the ritual of seemingly simple gestures at the hand of makers whose craft was honed over generations. All this, in the picturesque Cervo valley of the Biella province, where the pure, uncontaminated water plays an important role in the making of both ordinary and high fashion hats.

Capturing the essence of the textures and colour intensities found in the natural fibres used to create unique pieces, How to Make a Hat reflects on the importance of reembracing quality and durability to counter the global fast fashion. Like his Polaroids, Previdi highlights the art of patience and perfection to confront conveyor-belt philosophies.

hardcover books – 96 pages – matte paper
210x265mm – 0,8 kg – English
Isbn – 9789198656671

Giovanni Previdi

Giovanni Previdi

Book seller, Polaroid SX-70 photographer who had several of his portraits displayed at the ImageNation International Photo Exhibition in Milan (2022).


Francois Le Bled

Francois Le Bled

Publisher, marketer and cultural devourer, Francois’s main occupation is to read. When he does not read, he is also a big movie fan .. and reads about them. Francois curiosity about things and people are what motivates him to learn and now write.


Daniel Zachrisson

Daniel Zachrisson

Independent art director, designer and photographer, Daniel is passionate about all things visual, though considers music to be his main support in creating concepts, images and spaces.


Roxanne Sancto

Roxanne Sancto

Roxanne Sancto is a freelance writer currently specialising in TV and culture. She reviews all your favourite shows for Paste Magazine and Little White Lies, and provides copy for TNHP's beautiful book projects. When she's not out on adventures with her dog Blues, or cuddling random donkeys, she can usually be found painting in Sukhasana, dreaming up her next crazy idea.


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