Starting in the 1980s, Flexform entrusted its advertising campaigns to some undisputed virtuosos of photography – Aldo Ballo, Gabriele Basilico, Gianni Berengo Gardin, Giovanni Gastel, Gianpaolo Barbieri, Maria Vittoria Backhaus, Mario Ciampi and Fabrizio Ferri – who, under the discerning artistic direction of Natalia Corbetta, skillfully evoked, through their black and white photographs, a unique narrative style and visual perspective that became firmly entrenched in the collective imagination.