Tailoring Cosmopolitanism in the Italian Nordest

Article


Brazzale, C. 2012. Tailoring Cosmopolitanism in the Italian Nordest. Streetnotes. 20, pp. 7-30.
AuthorsBrazzale, C.
Abstract

Cosmopolitanism has become a potent means through which the fashion industry captures value in the global economy. Recognizing the selling power of a cosmopolitan imaginary, the provincial clothing firms of North East Italy actively cultivate associations with global cities— drawing from their flow of people, cultures, images, and ideas—to absorb their urban edge and worldly aura. Located in predominantly rural areas far from established fashion centers, these firms symbolically capture the urbs through distribution, communication, and marketing strategies that endorse cities’ mythologies of modernity and excitement. Using stratagems centered around metropolitan cosmopolitanism, firms like Benetton and Diesel—prototypes of the industrial system of the region—skillfully transformed their labels into trendy "cosmobrands" and gained a central place in the topography of transnational fashion networks.

Keywordsfashion; global cities; cosmopolitanism
JournalStreetnotes
Journal citation20, pp. 7-30
ISSN2159-2926
Year2012
PublisherUniversity of Califotnia
Accepted author manuscript
License
File Access Level
Repository staff only
Publisher's version
License
File Access Level
Anyone
Web address (URL)https://escholarship.org/uc/item/2dn493cv
Publication dates
OnlineOct 2012
Publication process dates
Deposited09 Jan 2020
Copyright holder© 2012 The Author
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https://repository.uel.ac.uk/item/87656

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