The origins of Made in Italy Communication

Journal title SOCIOLOGIA DELLA COMUNICAZIONE
Author/s Bernardo Valli
Publishing Year 2016 Issue 2015/50
Language Italian Pages 10 P. 202-211 File size 218 KB
DOI 10.3280/SC2015-050019
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The contribution investigates the origins of Made in Italy communication and promotion. It stresses the importance of the relationship between the complex Italian fashion system and Italian cultural industry: fashion exhibitions, the role of specialized press and magazines, the movie industry and the star system of the Fifties. This history was shaped by important protagonists such as the "legendary" figure of Gianbattista Giorgini, inventor and realizator of the first Italian runway show in 1951 which is considered amongs the specialists the founding event of Italian Fashion. In these origins we meet the most important names of fashion and of the best Italian craftsmenship tradition as well as buyers, entrepreneurs and Italian and foreign journalists. All of these people and professionals together contributed to the definition and the success of Made in Italy.

Keywords: Made in Italy, Fashion, craftsmenship, event, cultural industry, communication

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Bernardo Valli, La comunicazione del made in Italy: le origini in "SOCIOLOGIA DELLA COMUNICAZIONE " 50/2015, pp 202-211, DOI: 10.3280/SC2015-050019