Chiara Faggella
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Fashion councils of Turin, Milan, and Rome
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This chapter describes how the effectiveness of fashion promotion in Italy was undermined by the disjointed and disorganised fashion councils in Turin, Milan and Rome. Like Giorgini, the councils were indeed concerned with the development of foreign trade and, in particular, the establishment of permanent arrangements with the US fashion market. The chapter therefore provides evidence of a network of intermediaries and fashion professionals competing for the same goal: to make Italian fashion profitable as an export and to establish its permanence on the international market. The councils in Turin, Milan and Rome are thus presented as predecessors and competitors of Giorgini's private organisation, each characterised by a specific configuration of interests: the ‘American colony’ in Rome, linked to film stars and the cinema industry; the industrial scene of Milan and its skilled dressmakers; and the reconstitution of the remnants of a Fascist fashion council in Turin, the city that was once the only legitimised fashion capital of Italy. Despite the contrasts among the different fashion councils, the chapter eventually demonstrates the previously unnoticed first attempt to introduce an original Italian couture collection by the American department store J.L. Hudson’s in Detroit in 1949. Finally, the chapter presents the dressmakers and fashion firms that caught the attention of the American press before 1951, names who would in a few months take part in the early establishments of Giorgini’s Italian High Fashion Shows.

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Becoming couture

The Italian fashion industry after the Second World War

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