The research investigates the case of the Gruppo Finanziario Tessile (GFT) to detect changes and transformations among fashion and design cultures in Italy during the last decades of the twentieth century.
In particular, shedding light on the unexplored work of Turin's Marketing Communication Department of the company, the analysis of the countless institutional exhibitions held during the Eighties aims to demonstrate the relevance of Arts and Design Cultures in the development of a multidisciplinary language to legitimate and diffuse Fashion products as a vehicles for individual expressiveness.
The research is based on the comparison between unpublished sources from different Italian and European archives, contextualized through the use of emerged studies about global challenges of the Made in Italy brand.It intends to stimulate new studies and research about the origins and the growth of the communication system which underlies today's Cultural and Creative Industries.
