Becoming Couture

Becoming Couture, the first volume in the Studies In Design And Material Culture series, provides a detailed examination of the Italian fashion industry during the global transition of the Second World War. This scholarly work explores how the industry evolved during the Republican era, utilizing newly unearthed primary sources to trace the continuity of business practices established during the Fascist period. The text analyzes shifts in promotional discourse and press coverage to illustrate the changing landscape of European design and textile history.

As part of the Studies In Design And Material Culture series, Becoming Couture, volume 1, investigates the expansion of Italian exports into sportswear, knitwear, and moda boutique. This historical study shows how these developments allowed Italian dressmaking to achieve creative independence from French influences. By documenting the rise of the Italian fashion and accessories sector, the book establishes the legitimacy of the national couture industry within the broader context of social science and industrial history.