Activation of the national cultural code in Italian fashion

Abstract

The article explores the phenomenon of cultural code accommodation in Italian fashion using examples from Dolce & Gabbana collections. The author analyzes the exhibition “Art Adorned,” held in London in 2019, where fashion items by this brand were integrated into an exposition of Italian paintings dating back to the 14th–17th centuries. The main goal is to identify the potential of fashion in transmitting national cultural codes, determining principles for selecting signs and symbols, as well as analyzing the influence of classical painting on contemporary design. Methodologically, the study employs semiotic and systemic approaches to analyze the interaction between fashion items and background artworks, identifying elements that reinterpret famous painted images on dresses. Special attention is given to the principle of polyvalence and multifunctionality in fashion, which manifests itself through its ability to create hybrid signs and complicate their interpretation. Specific case studies demonstrate how fashion becomes a means of preserving and transmitting historical-cultural heritage, reinforcing generational connections, and forming collective identity. Research confirms the hypothesis about the significant role of fashion in shaping and strengthening cultural values, illustrating the possibility of modern design serving as a bridge between history and modernity. Conclusions emphasize the importance of interdisciplinary research in studying the interplay between fashion and art, highlighting the roles of designers and curators in actualizing cultural codes and representing them in contemporary society.

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