Chiara Faggella
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The final chapter explains the methodological contribution of the book in its critical reassessment of the Giorgini archive. Here, the value of the archive is acknowledged as a complementary piece in the puzzle that is the international business history of fashion in its own right, but also as an example of how a fashion professional built the documentary foundation of his legacy. With this in mind, the conclusion suggests that while recent studies have identified Giorgini’s political intentions in his efforts to promote an idea of Italian fashion abroad as a form of ‘soft power’, these should instead be seen as ‘soft power ambitions’, in line with David W. Ellwood’s conceptualisation of the term coined by Joseph S. Nye. In addition, there had been similar attempts by other organisations before and after Giorgini, who sought the patronage of influential American citizens and members of the diplomatic community to promote their Italian fashion events. The final sections list the specific contributions of each chapter and conclude by contextualising the impact of the Italian High Fashion Shows on the subsequent emergence of the ‘Italian Look’ and the international relevance of the ready-to-wear industry in the late 1970s. The chapter concludes by explaining how the Shows laid the conceptual and discursive groundwork for the industry, which helped it later move away from equating Italian fashion with transatlantic tourism and an almost folkloristic gaze.

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Becoming couture

The Italian fashion industry after the Second World War

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