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Memoria e Ricerca

Fashion Communication: Fashion and women’s magazines in Italy in the second half of the 20th century

di Elena Puccinelli
in Memoria e Ricerca n.s. 50 (2015), p. 81

Magazines participated actively in establishing the Italian fashion system. Magazines in Italy can claim a long-standing tradition going back indirectly to the French gazettes of the 18th century and more directly to the women’s magazines founded in Milan in the 1930s. As a reflection of the changes taking place in society and especially of the new role played by women, numerous magazines appeared at the end of the Second World War. Milan emerged as the capital of Italy’s periodical press, besides being home to the country’s main publishing houses. This press gradually started a process of concentration that over the years saw the establishment of the large publishing conglomerates we have today, namely RCS Mediagroup, Mondadori, Condé Nast, Hearst. The 1960s saw the birth of magazines such as Vogue Italia and Uomo Vogue, Amica and Linea Italia, manifesto of Italian high fashion and quality textiles. In the 1980s magazines endorsed the international role of Italian designers and the promotion of Milan as fashion capital. Keywords: Fashion, Ready-to-wear, Publishing industry, Magazines, Photography, Graphic Arts