"This book sets out to show how new markets were cultivated by printers in the period 1476-1550. It argues that while print and manuscript reading continued alongside each other, developments in the marketing of printed texts began to change what readers read, the ways they read and the place of...

Cover -- Title -- Copyright -- Contents -- Foreword by Andreja Pejić -- Acknowledgements -- Introduction -- 1. Owning It -- 2. The Fashion Media -- 3. Buyology -- 4. Stitching It -- 5. A Bitter Harvest -- 6. The Body Politic -- 7. Is Fashion Racist? -- 8. Resisting Fashion -- 9. Reforming...

"Tracing the variety of printed commodities that were circulating in the urban sphere, Agnes Gehbald provides a comprehensive study of print culture in Peru in the decades before Independence. An important volume for those interested in the history of books beyond the European market."