Fatto in Italia : refashioning Italy

Ferrero-Regis, Tiziana (2008) Fatto in Italia : refashioning Italy. PORTAL : Journal of Multidisciplinary International Studies, 5(2), pp. 1-17.

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Abstract

This article discusses how the Made in Italy brand helped Italy to recover from economic recession in the 1980s, but also how it redefined the country's identity after the traumatic years of terrorism and especially after the murder of the Christian Democratic Party Secretary, Aldo Moro, at the hands of the Red Brigades. In this period cinema as a form of artistic achievement declined, while fashion and industrial design moved at the centre stage of economic and creative success. The rampant consumerism of the 1980s, fuelled by tax reforms that favoured a wider urban middle class, the retreat of unionism, the abandonment of collective bargaining in many industrial sectors, industrial restructuring with the consequent growth of black market economy in the provincial areas of the so-called Third Italy first and the South later, were all factors that contributed to a social and economic shift within Italy itself. Commercial consumption, propagated by the proliferation of local commercial television networks, hedonism and a re-articulation of identity through appearance replaced the 1970s' political activism and ideological opposition to fashion. Ultimately, 'Made in Italy' was a multidimensional phenomenon that presented itself as a new cultural model for the country’s political tribes of the 1970s.

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ID Code: 18116
Item Type: Journal Article
Refereed: Yes
Additional Information: The contents of this journal can be freely accessed online via the journal’s web page (see hypertext link).
Additional URLs:
Keywords: Fashion, Italy, Made in Italy, history, politics
ISSN: 1449-2490
Divisions: Past > Disciplines > Fashion
Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Institutes > Institute for Creative Industries and Innovation
Copyright Owner: Copyright 2008 University of Technology Sydney, Institute for International Studies
Deposited On: 19 Feb 2009 05:09
Last Modified: 29 Feb 2012 13:51

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