Italy is one of the leading countries in fashion alongside others such as England and France. Fashion has important role of the Italian society and life.
Cities such as Milan, Venice, Florence and Naples produce rich fabrics and luxury goods.
During the 17th and 20th centuries France became trendsetter.
Businessman Giovanni Battista Giorgini saw potential of Italian fashion and took the initiative to organize the ‘ First Italian High Fashion Show’. It took place at this residence at Villa Torrigiani in Florence.
10 Italian fashion houses attended the event. The fashion houses were; the atelier Simonetta, Emilio Schubert, Jole Veneziani, atelier Carosa, Sorelle Fontana, Giorgio Avolio, the tailor Vanna, Alberto Fabiani, Vita Noberasko and Germana Marucelli.
Next year in 1951, the fashion show took place in Grand Hotel, Florence. Since 1952, fashion shows take place in the Sala Bianca of Palazzo Pitti.
The Italian fashion started to compete with with the French haute couture. Italian brands such as Gucci and Ferragamo started to contend with Dior and Chanel.
Italian fashion is associated with concept of ‘Made in Italy.
Made In Italy
Made is Italy refers that a product manufactured and packed in Italy, especially conceps such as as fashion, craftsmanship and design.
Made in Italy associated with elegance, luxury goods, high quality, craftsmanship and creativity of Italy.
Italian Fashion Houses
Here are famous Italian fashion houses which are focused on womenswear, manswear and accessories
Roberto Cavalli, Giorgio Armani, Ermanno Scervino, Ermenegildo Zegna.
There are a few Italian designers work some famous fashion brands outside Italy. For Example;
Mario Grazia Chiuri is creative director for Burberry since 2018.
Riccardo Tisci had been working for Givenchy since 2007.
Today Fashion In Italy
Until 1970s, Italian fashion was concentrated on famous and rich people. It was more or less like the French Haute Couture.
In 1970’s and 1980’s concentrated on ready to wear. Italian city of Milan became more economical for stylish shoppers.
Milan was ranked 4 as a fashion capital in the world. Brands such as Moschino, Missoni and Trussardi are currently headquarter in Milan.
The cities prestigious streets are via Montenapoleone, Vina Manzoni, Corso Venezia and Via della Spiga.
Florence is the centre of the fashion industry. Florence is the home of the Italian brands such as Roberto Cavalli, Gianfranco Lotti and Salvatore Ferragamo.
Rome is the fashion capital city after Milan. Major luxury jewelry chains and fashion houses such as Bulgari, Valentino and Fendi are headquartered in Rome.