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

In: Fashion Communication in the Digital Age

Author

Listed:
  • Ludovica Carini

    (Università Cattolica del Sacro Cuore)

  • Silvia Mazzucotelli Salice

    (Università Cattolica del Sacro Cuore)

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.

Suggested Citation

  • Ludovica Carini & Silvia Mazzucotelli Salice, 2023. "Made in Italy? Images and Narratives of Afro-Italian Fashion," Springer Proceedings in Business and Economics, in: Nadzeya Sabatini & Teresa Sádaba & Alessandro Tosi & Veronica Neri & Lorenzo Cantoni (ed.), Fashion Communication in the Digital Age, pages 113-123, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-38541-4_11
    DOI: 10.1007/978-3-031-38541-4_11
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