Abstract
‘Made in Italy’ is a phenomenon mainly researched in sociology, economics, and cultural studies. The current research is based on fashion studies, where creativity has always played the major role. The paper looks at the concept of ‘Made in Italy’ in the formation of Italian fashion and the role of the concept in the building of national identity. The paper reflects on the ideas of articulation of national identity through the prism of Vogue Italia fashion magazine. In order to understand how the phenomenon of ‘Made in Italy’ can be characterized today the study is aimed at collecting relevant data and explaining how the Italian style has been translated over the years and exported beyond the spatial confines of the nation. Besides, the paper sheds light on how creativity helped the Vogue Italia magazine to explore the market and to become one of the most recognizable fashion magazines in the world. The empirical base of the research begins with the very first Vogue Italia issue, launched in 1965, then goes through analyzing the essential issues, released in 1988 and 2008, and finally leads us to the deep understanding of the recent issues of 2018. The paper suggests the ‘three-C’ theory that is based on the three variables, such as clothes, color and context. Specific creative elements and their adaptation to the Italian market are being identified both qualitatively and quantitatively with the purpose to highlight the dominant characteristics of the ‘Made in Italy’ phenomenon in fashion industry.
Presenters
Daria Müller VelasquezPhD candidate, Doctoral School of Art and Design, National Research University Higher School of Economics, Russian Federation
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2019 Special Focus: Design + Context
KEYWORDS
Fashion, Identity, Italy
Digital Media
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