Emilio Federico Schuberth: Intermediality Practices between Fashion, Cinema and Television

Dorothea Burato

doi:10.6092/issn.2611-0563/17943

Authors

Dorothea Burato Università degli Studi di Bari Aldo Moro

She is a Postdoc Research Fellow at the University of Bari Aldo Moro. She earned a Ph.D. at University of Parma with a project on the fashion designer Federico Emilio Schuberth and his relationship with audiovisual media (2022). She is journal manager of the academic journal “Cinergie — Il cinema e le altre arti”. She has been member of the research project Datacritics: Italian criticism in post-war cultural and popular periodicals at University of Parma (2017–2020), for which she worked on female periodicals and fashion magazines. Her research focuses on the relationship between Italian fashion, cinema, and television and film criticism. Latest publication: Emilio Federico Schuberth. Moda e media ai tempi della dolce vita (Milano: Electa, 2023); “Attrici come icone di stile. Lo strumento indiscreto del rotocalco femminile negli anni del boom”, in S. Martin, S. Babboni (a cura di), Comunicazione e creatività. Narratrici di storie e nuove forme di racconto del sé e del mondo, Bubbles — Quaderni del Corso di Comunicazione e Media Contemporanei per le Industrie Creative (Milano: Postmedia, 2022).

DOI:

https://doi.org/10.6092/issn.2611-0563/17943

Keywords:

Emilio Federico Schuberth, Made in Italy, Cinema, Television, Intermediality

Abstract

The essay investigates Emilio Federico Schuberth’s work and his relationship with cinema and television. As one of the most important fashion designers of the Made in Italy, protagonist of Roman social life and costume chronicles, Schuberth has been the first to draw the attention of the press and public opinion to the fashion designer, a new protagonist of show business, cinema and culture. During the 1950s Schuberth built a system of “integrated promotion” between fashion, film, press and television: he created his own personal style, he dressed the most famous Italian and international actresses, he opened his atelier to the cinema industry, he played himself in films and participated in television programs. Schuberth understood the communicative importance of the media system and implemented a communication strategy based on intermediality. The essay describes the methodology of the research, the type of archival sources considered and the use of an interdisciplinary approach, which allowed for a greater understanding of one of the most interesting and least studied figures in Italian high fashion.

References

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Emilio Federico Schuberth: Intermediality Practices between Fashion, Cinema and Television

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