The creative world of Italian fashion owes its success to numerous designers who have upstaged the competition from Paris and London over the years with extravagant and classic designs and, above all, high-quality fabrics. Italian fashion went through a real revolution in the sixties and seventies, entering a real boom in the eighties when the concept of "Made in Italy" reached international audiences.
However, it actually took decades for "Made in Italy" products to become famous around the world: it all started in the '50s , when the first designers made an impression during post-war fashion shows, but it was movie icons such as Audrey Hepburn, Elizabeth Taylor and Italian icons Sophia Loren and Gina Lollobrigida that really brought "Made in Italy" products into the public eye.
In the ’60s , however, the glossy world of fashion was turned on its head, becoming a soapbox for social and political issues, dividing opinions at an extremely complicated moment in history. One of the most recognisable names of this period was Elio Fiorucci, who offered a new take on the family shop, introducing bold colours and the first stretch fabrics.
The ’70s and ’80s saw the arrival of prêt-à-porter: lines of ready-to-wear, trendy and high-quality clothes at more accessible prices. At this time, some of the most famous designers included Valentino Garavani, Laura Biagiotti, Giorgio Armani and Gianfranco Ferrè.
What "Made in Italy" means to the rest of the world
The term "Made in Italy" is used to identify prestigious Italian products in the world of fashion and beyond. These items are set apart by their quality and their extremely refined style and attention to detail. Buying "Made in Italy" products means supporting Italian artisans, as well as all the companies who share their high standards and commitment to quality with their employees.
Made in Italy: worth more than 100 billion
The "Made in Italy" brand is growing, as shown by the latest data, which puts its value at over 100 billion dollars. The reason for this growth is undoubtedly linked to consumer awareness. After years of being bombarded with low-cost products of unknown provenance, value and quality, we are beginning to understand the importance of quality, and are therefore turning to luxury and handcrafted products..
According to the latest statistics, the Made in Italy sector has actually seen an increase in value of almost 15% in recent months, in spite of the crisis triggered by the pandemic. What does this all mean? We are moving towards a more ethical world, with fewer purchases and a return of “less is more”, The future will be built on quality, not quantity.