Chiara Faggella
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Across the United States
Italy at Work
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The Italy at Work: Her Renaissance in Design Today exhibition played a crucial role in promoting Made in Italy imports to the United States and in reviving their modernity in foreign markets. The chapter contributes to this perspective by explaining how the exhibition was also a significant moment of fashion promotion during the postwar years, consolidating Italian originality and opening doors for a wider appreciation of Italian fashion in the United States. There are five sections analysing the exhibition in terms of its contribution to fashion history. These explain the selection of fashion merchandise on display and how it evolved as it travelled through twelve major American museums. In particular, the chapter presents a detailed analysis of the San Francisco and Brooklyn exhibitions’ legs, shedding light on previously unacknowledged accessories by Ferragamo and Roberta di Camerino exhibited there. The findings of this research provide a more comprehensive understanding of Italy at Work and the so far unrecognised impact of fashion trends in its constant redevelopment through the twelve steps of its three-year tour, between 1950 and 1953. Eventually, the chapter explores the intricate power dynamics between the organizers, the various intermediaries, and the US fashion market, along with the impact of Italy at Work on the career of commissionaire Giovanni Battista Giorgini and the genesis of the Italian High Fashion Shows in Florence.

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Becoming couture

The Italian fashion industry after the Second World War

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