Chiara Faggella
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Introduction
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The introduction explains the starting point of the book, a methodological reflection that assesses how the business vision of commissionaire Giovanni Battista Giorgini and his establishment of the Italian High Fashion Shows in Florence in 1951 have crystallised into a mythologised place in the history of Italian fashion. The text adopts the historical perspective of historian Marc Bloch’s preoccupation with origins to closely read the celebratory narrative that mythicized Giorgini in Italian fashion history until the early 2000s. It contextualises the research presented in the book with previous studies of fashion under Fascism, to highlight the continuity that exists between the regime and democracy in terms of business practices, fashion professionals and manufacturers. The chapter then presents the theoretical framework, grounded in the new business history of fashion studies and particularly on Regina Lee Blaszczyk’s work on fashion intermediaries. It outlines the need to understand the social realities of postwar Italian fashion through a detailed study of the activities situated between production and consumption, well represented by the main actors discussed in the book: the G.B. Giorgini firm, the non-profit agency Handicraft Development, Inc., its Italian branch CADMA, and other Italian fashion councils. Finally, after a critical evaluation of the primary sources discussed, especially those in the Giorgini archive in Florence, the chapter explains the book's contribution to the field of transnational history, as it rewrites a history of the cultural and commercial interactions of postwar Italy with North America within the larger configuration of the international fashion market.

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Becoming couture

The Italian fashion industry after the Second World War

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