Dr Véronique Pouillard Maliks

Department of Archaeology, Conservation and History
University of Oslo
Oslo
Norway

Véronique Pouillard Maliks at the University of Oslo is a specialist on the business-cultural history of fashion and of advertising in Paris, Brussels, and New York. She has published three books—La publicité en Belgique, 1850-1975. Des courtiers aux agences internationales (2005); C’est du belge. Dit is Belgisch. The History of Advertising in Belgium (2004); and Hirsch & Cie, Bruxelles, 1869-1962 (2000)—and has contributed articles on fashion, public relations, and marketing to several peer-reviewed journals, including Business History Review, Revue du Nord, and Cahiers d’Histoire du Temps Présent. Besides her post in Oslo, Pouillard Maliks is affiliated with the European Institute at the Université Libre de Bruxelles and with the Institut d‘Histoire du Temps Présent in Paris.

For ‘The Enterprise of Culture’, Pouillard Maliks will study transatlantic relations in the fashion business for the cases of Paris and New York after World War II, examining the paths taken by the European fashion business, in reference to the scholarship on Americanization. She will also contribute her knowledge of the French-speaking world, as she has not only worked extensively on the advertising and fashion businesses in France, but also in the francophone world. Her work on Belgian-French relations has explored questions about the so-called periphery. Unpublished archives on the fashion business in the French colonies should allow her to examine the question of fashion centrality and periphery in the French-speaking world.