Changing Attitudes Towards Fashion and Clothing in Italy. From Image to Identity in Brand Positioning
Simona Segre ReinachGPF Associati, Italy
MODERNIZATION AND AESTHETIZATION OF THE EVERYDAY: THE RISE OF FASHION
Until the second half of the 1970's Italy was still deeply influenced by Catholic culture or the 'nest egg' ideology and by a mentality best described as proto-industrial.
During the 1980's Italy was characterized by socio-cultural changes which radically transformed foregoing values and lifestyles.
Using the T&T Monitor 3SC1we were able to point out two distinct trends which left their mark on the last decade:...