"This talk will offer a critical analysis of the relaunch of an Italian designer in China, Romeo Gigli. Known for his ethereal fashion creations, Gigli was one of the most interesting brands emerging in Italy in the 1990s. Due to the disagreement with his associates, Gigli acted as the artistic director of Gigli Spa, but finally retired in 2004. He resurfaced with a new collaboration with an Asian, Hong Kong-based luxury giant Joyce in 2012. Before making its official launch at Joyce boutiques, the Joyce by Romeo Gigli collection was launched on the store’s website. The talk draws on a primary research concerning this new brand. Simona will discuss whether Romeo Gigli is a case of an Italian brand “bought” by the Chinese – as stereotypically these commercial operations are labelled in Europe, or if his case could rather represent an interesting new trajectory for Western designers in China."

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