Tailoring Cosmopolitanism in the Italian Nordest


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

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
Journal citation20, pp. 7-30
PublishereScholarship, University of California
Accepted author manuscript
File Access Level
Repository staff only
Publisher's version
File Access Level
Web address (URL)https://escholarship.org/uc/item/2dn493cv
Publication dates
OnlineOct 2012
Publication process dates
Deposited09 Jan 2020
Copyright holder© 2012 The Author
Permalink -


Download files

Publisher's version
Publication Brazzale Tailoring Cosmopolitanism.pdf
License: All rights reserved
File access level: Anyone

  • 29
    total views
  • 19
    total downloads
  • 1
    views this month
  • 0
    downloads this month

Export as

Related outputs

Afropean Moves
Brazzale, C. 2019. Afropean Moves.
“I've danced my whole life, but none of that is useful at all”: Netflix’s We Speak Dance (2018), Vulnerability and Collaborative Critiques
Blanco Borelli, M., Benthaus, E., Brazzale, C., Mitra, R., Rosa, C., Jarvinen, H., Monteiro, C., Rastovac-Akbarzadeh, H. and De la Cruz, M. 2018. “I've danced my whole life, but none of that is useful at all”: Netflix’s We Speak Dance (2018), Vulnerability and Collaborative Critiques. Conversations Across the Field of Dance Studies. XXXVIII, pp. 54-60.
(Un)covering ground: dance, space and mobility
Brazzale, C. 2014. (Un)covering ground: dance, space and mobility. Theatre, Dance and Performance Training. 5 (2), pp. 107-118.
The Economy of West African Dance in Italy
Brazzale, C. 2014. The Economy of West African Dance in Italy. Congress on Research in Dance. 2014, pp. 27-31.
Not in Our Class
Brazzale, C. 2013. Not in Our Class. Liverpool, UK
Introduction: Fashioning the Global City
Brazzale, C. 2012. Introduction: Fashioning the Global City. Streetnotes. 20, pp. 1-6.