Chiara Faggella
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Florence
A new experience of couture
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This chapter contextualizes the first five Italian High Fashion Shows organized by Giorgini within the cultural and commercial scenarios outlined in the previous chapters. The themes highlighted by the promotional activities that took place before 1951, including the recent Italy at Work, are here examined in the novel context of a systematized, biannual series of collective fashion showings. The Shows reinforced the definition of an ‘Italian Look’ in the early 1950s, legitimizing Italian couture further and focusing on moda boutique. This chapter provides an in-depth analysis of the rhetorical strategies utilized by Giorgini to promote the Shows. In particular, it demonstrates that the use of Renaissance was modelled against prior examples of Fascist propaganda and discourses that had recently been circulating in the American press. The chapter eventually discusses Giorgini’s difficulties in overseeing the Shows and the alleged rivalry with the Parisian fashion industry, deconstructing the traditional narrative of pure competitiveness and instead highlighting collaborative relationships with his French contenders. The analysis concludes with the fifth Show, held in January 1953, by which time the Florentine events had become a set appointment in the transatlantic fashion calendar of seasonal presentations, and Italian fashion and couture exports were firmly established on the American market. The acknowledgement of the international market was by then complete and Italian dressmaking was now effectively recognised with the new term ‘Italian couture’.

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Becoming couture

The Italian fashion industry after the Second World War

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