In recent years, several studies have attempted to trace the evolution of the fashion system in a globalised context and pluralized societies. This paper follows in the footsteps of similar research, focusing in particular on Afro-Italian fashion, i.e. on garments created by designers of African descent who have chosen Made in Italy - its rules, structures and conventions - as a tangible and symbolic place to give form to their creativity. Through qualitative research, the paper discusses the storytelling of Afro-Italian fashion within the Made in Italy imaginary; it focuses on communication practices put in place by the actors involved and by the networks they activate. Specific interest is dedicated to self-defining strategies in terms of values and images proposed as narratives that are both authentic and not other-directed. In doing so, the study highlights how Afro-descendant creatives promote a new model of Italian-ness, and critically nurture a new Made in Italy by being relevant social and economic actors within and beyond the African diaspora on the national territory.

Carini, L., Mazzucotelli Salice, S., Made in Italy? Images and Narratives of Afro-Italian Fashion, Selected paper, in Fashion Communication in the Digital Age. Proceedings of the FACTUM 23 Conference, Pisa, Italy, 2023, (PISA -- ITA, 03-05 July 2023), Springer Nature, Cham 2023:<<SPRINGER PROCEEDINGS IN BUSINESS AND ECONOMICS>>,2023 113-123. 10.1007/978-3-031-38541-4_11 [https://hdl.handle.net/10807/262717]

Made in Italy? Images and Narratives of Afro-Italian Fashion

Carini, Ludovica
Primo
;
Mazzucotelli Salice, Silvia
Secondo
2023

Abstract

In recent years, several studies have attempted to trace the evolution of the fashion system in a globalised context and pluralized societies. This paper follows in the footsteps of similar research, focusing in particular on Afro-Italian fashion, i.e. on garments created by designers of African descent who have chosen Made in Italy - its rules, structures and conventions - as a tangible and symbolic place to give form to their creativity. Through qualitative research, the paper discusses the storytelling of Afro-Italian fashion within the Made in Italy imaginary; it focuses on communication practices put in place by the actors involved and by the networks they activate. Specific interest is dedicated to self-defining strategies in terms of values and images proposed as narratives that are both authentic and not other-directed. In doing so, the study highlights how Afro-descendant creatives promote a new model of Italian-ness, and critically nurture a new Made in Italy by being relevant social and economic actors within and beyond the African diaspora on the national territory.
2023
Inglese
Fashion Communication in the Digital Age. Proceedings of the FACTUM 23 Conference, Pisa, Italy, 2023
FACTUM 2023. International Conference on Fashion communication: between tradition and future digital developments
PISA -- ITA
Selected paper
3-lug-2023
5-lug-2023
9783031385414
Springer Nature
Carini, L., Mazzucotelli Salice, S., Made in Italy? Images and Narratives of Afro-Italian Fashion, Selected paper, in Fashion Communication in the Digital Age. Proceedings of the FACTUM 23 Conference, Pisa, Italy, 2023, (PISA -- ITA, 03-05 July 2023), Springer Nature, Cham 2023:<<SPRINGER PROCEEDINGS IN BUSINESS AND ECONOMICS>>,2023 113-123. 10.1007/978-3-031-38541-4_11 [https://hdl.handle.net/10807/262717]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/262717
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