Supplying woolens for Cristóbal Balenciaga: A comparative analysis of the commercial strategies of Garigue and Agnona (1947–1968)

Victoria de Lorenzo

Research output: Contribution to journalArticlepeer-review

Abstract

Textile converter Garigue (founded in 1947 in London, United Kingdom) and manufacturer Agnona (established in 1953 in Borgosesia, Italy) both became, shortly after their foundation, notable haute couture woolen suppliers. The House of Balenciaga played a crucial role in their success. This paper will analyze the history of these businesses and the marketing strategies they employed in order to gain the favor of Balenciaga, an alliance that became a profitable strategy in itself. These two case studies will contribute to the scarce literature on the textile suppliers whose products informed Cristobal Balenciaga’s creations.
Original languageEnglish
Pages (from-to)481-511
Number of pages31
JournalFashion Theory
Volume25
Issue number4
Early online date12 Apr 2021
DOIs
Publication statusPublished - 7 Jun 2021

Keywords / Materials (for Non-textual outputs)

  • Cristóbal Balenciaga
  • Garigue
  • Agnona
  • Balenciaga's textile suppliers
  • haute couture

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