In previous posts we explored the early links between fashion and cars, and looked at more modern collections inspired by cars, by their interior design or by racing gear.
But there is more behind the automotive inspiration and, if you want to get your hands dirty (pun intended…), you may try and explore slightly more technical themes linked with cars. You may for example look at vintage motor oil cans.
In the previous post we dissected fishing nets and you can do the same with vintage motor oil cans: the shape of the container, the colours decorating it and the typeface used for a particular brand may be inspiring, but there is another intriguing aspect you may want to take into consideration – the arty one.
Lubricants are directly linked with innovations in cars and manufacturing, but, in some cases, they also marked design revolutions.
FIAT was one of the first vehicle manufacturers in Europe that also started producing its own lubricants and the very first advert for its oil was created by Marcello Dudovich and featured an elegant woman.
In 1925 Italian artist, architect, industrial and graphic designer Marcello Nizzoli created a new image for the lubricant.
Nizzoli was influenced by Futurism and in particular by the work of Fortunato Depero, and in his career he designed fashion accessories such as handbags and shawls, fabrics, and poster advertisements for famous companies including Campari and Martini.
Nizzoli is more famous for designing the Olivetti typewriter Lexicon 80 (1948) and the Necchi Mirella sewing machine (1957).
His advert for Fiat Oil featured a stylised man in a white suit, representing a mechanic.
The figure, in overalls with cans in the place of his hands and feet, was slightly reminiscent of Umberto Boccioni's sculpture "Unique Forms of Continuity in Space".
Though the image was revised in the '40s, it remained the main symbol for Fiat Oil for fifty years.
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