If you speak fashion you speak Italian: Notes on present day Italian fashion identity

Abstract

What is the meaning of national fashion in a globalized world Having or not having a national fashion upon which to rely seems to matter more and more for the success of brands operating in the contemporary market. This is so despite and perhaps because of production being increasingly transnational. The following article investigates how the project of a distinctive Italian fashion identity (made in Italy) is produced through discursive formulations and industrial practices in China and in Italy. It explores the meaning of made in Italy based on the perceived reproduction of historical or imagined traditions.

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