Becoming Couture

The Italian Fashion Industry After the Second World War
Becoming couture explains how post-war Italian fashion reinvented itself through the persuasive strategies of intermediaries in Italy and the United States, beyond the myth of Giovanni Battista Giorgini and the Sala Bianca.
Becoming couture is the first book to examine the history of the Italian fashion industry during the global transition brought about by the Second World War. It draws on a wide range of primary sources, some of them newly unearthed, to demonstrate that the Italian fashion industry in the Republican era continued to rely on business practices and professionals established during Fascism. Analysing changes in promotional discourses and press coverage, the book traces the shift that occurred when manufacturers were encouraged to expand their exports of accessories to include sportswear, knitwear and moda boutique. This ultimately led to the legitimisation of Italian dressmaking as creatively independent of French influences and therefore worthy of the label ‘couture’.

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