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In 1968, Alberta Ferretti, an Italian fashion designer and dressmaker, opened her first boutique, called Jolly, in Cattolica. She designed her first collection in 1973 and began showing seasonal collections on the runways of Milan in 1981. Since then the fashion label has become a household name eponymous with chic. Her expertly draped, modern pieces with exquisite embellishment can be found here.