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Books > Business & Economics > Industry & industrial studies > Manufacturing industries
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Reconstructing Italian Fashion - America and the Development of the Italian Fashion Industry (Paperback)
Loot Price: R1,370
Discovery Miles 13 700
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Reconstructing Italian Fashion - America and the Development of the Italian Fashion Industry (Paperback)
Series: Dress, Body, Culture
Expected to ship within 10 - 15 working days
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Donate to Against Period Poverty
Total price: R1,390
Discovery Miles: 13 900
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Despite its long eclipse by Parisian couture, Italian fashion is
now celebrated globally for the quality of its tailoring, fabric
and design. But an Italian label was not always a yardstick for
excellence. In the twenty years following the Second World War, a
little known fact is that America played a key role in the
development of Italy's fashion industry. More generally known is
that the Marshall Plan had a formative influence on the financial
and industrial reorganization of Italian postwar reconstruction.
But America's specific influence on the regeneration of the Italian
textile industry has been largely passed over, despite the meteoric
rise of design houses such as Max Mara, Gucci and Prada.However,
while American interest was central to the industrial and stylistic
expansion of Italian fashion, the lessons learned were combined
with Italian ideas and energies to create fashions with a
distinctly Italian edge. This book reveals that a deliberate effort
went into the development of an Italian national identity in
fashion design, partially in response to American interest. Drawing
on a wide range of sources, notably the testimonies of key
witnesses, contemporary media reports and surviving garments, this
book contributes to the scant research on twentieth century Italian
dress and specifically exposes for the first time the depth of
American involvement in Italian fashion in a crucial phase of its
development.
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