The merchant wears Konstanz. Creating the image of a successful businessman in the Crown of Aragon in the 15th century

The aim of this paper is to provide an accurate analysis of the fashion consumption of the Barcelonese merchant Joan de Torralba, focusing on personal tastes and the perception of self-identity. First, I will take into special consideration the luxury markets of the Crown of Aragon and the role played by Torralba and his equals in fostering a refined demand that connected inland territories of the Crown with distant European markets. Secondly, I will concentrate on Torralba's fashion expenses and consumption patterns, compared to his family's and taking into account the international fashion context of the 15th century.