Chiara Faggella
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Florence
old culture and new commerce
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The chapter begins with an examination of the buying offices and commissionaires in Florence in the first half of the twentieth century, before turning to the Italian branch of Handicraft Development, Inc., CADMA. The latter, directed by the art historian Carlo Ludovico Ragghianti and technically managed by Mario Vannini Parenti, provided Handicraft Development, Inc. in New York with samples of handicrafts to be exhibited and promoted to American retailers and buyers. The aim was to advance the cause of Italian artisans and, as it turned out, Italian fashion artisans as well. The chapter then presents a case study of the reintroduction of Ferragamo shoes to the postwar American market, providing new insights into the relationship between the famous shoemaker and CADMA, and how the two intersected through Vannini Parenti personally. This and an additional case study shed light on how for-profit businesses in Florence, such as commissionaires and buying offices, coexisted with HDI and its associated agencies, which instead had non-commercial objectives. Finally, the chapter serves as an introduction to the main protagonist of the book’s analysis, the Tuscan commissionaire Giovanni Battista Giorgini, and to the events that marked his professional biography before the creation of the Italian High Fashion Shows in 1951. Eventually the chapters highlight the similarities between the objectives pursued by Giorgini, Handicraft Development, Inc., and CADMA, all of which aimed to provide Italian artisans with export-oriented production skills, enhanced reputation, and visibility.

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Becoming couture

The Italian fashion industry after the Second World War

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