Licenciamento de moda de luxo nas economias transatlânticas e coloniais: além de Paris e Nova York

Autores

DOI:

https://doi.org/10.5965/25944630822024e5189

Palavras-chave:

marca registrada, luxo, transatlântico, marcas, comércio

Resumo

Durante a era do pós-guerra, as empresas de moda de luxo entraram em uma nova fase de seu crescimento internacional com a concessão de licenças de suas marcas. A casa de alta costura francesa Dior foi pioneira em licenças e estabeleceu filiais em uma série de países ao redor do mundo. Inspiradas nos sucessos transatlânticos de empresas como Jean Dessès, Christian Dior e Norman Hartnell, as empresas de luxo francesas registraram suas marcas internacionalmente e replicaram o registro de marcas em inúmeros países. Este trabalho examina ainda mais o alcance das marcas de moda e beleza de luxo nas colônias da França e da Bélgica. Isso mostra que as empresas de moda expandiram sua expertise transatlântica e que isso criou novo retorno aos circuitos transatlânticos.

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Biografia do Autor

Veronique Pouillard, University of Oslo

Véronique Pouillard é professora de História Internacional, Universidade de Oslo, Noruega, Departamento de Arqueologia, Conservação e História. Ela lidera o ERC CoG Project Creative IPR, Grant 818523.                  

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Publicado

2024-06-01

Como Citar

POUILLARD, Veronique. Licenciamento de moda de luxo nas economias transatlânticas e coloniais: além de Paris e Nova York. Revista de Ensino em Artes, Moda e Design, Florianópolis, v. 8, n. 2, p. 1–22, 2024. DOI: 10.5965/25944630822024e5189. Disponível em: https://revistas.udesc.br/index.php/ensinarmode/article/view/25189. Acesso em: 21 jul. 2024.