A charade of names that includes some of the most "hyped" Italian designers, ambassadors of Italian fashion in the world? Armani, Prada, Valentino, Moschino, Versace, Missoni, Trussardi, Dolce & Gabbana, Cavalli. Gucci, Ferrè, Ferragamo, Krizia, Biagiotti, Fiorucci, Cerruti.
But what is the main feature of fashion, that is the reason for its enduring success? The need for renewal relentlessly. And so it is, always has been and always will be, of course, in the context of Italian Haute Couture - the one with the "a" capital! - Which was created thanks to a Florentine nobleman, the Marquis Giovanni Battista Giorgini.
He was aware of the capacity of Italian High Fashion and organized one of the first marketing operations in this field in order to promote the Italian Fashion in the world by holding the first fashion show at his own house in Florence with 170 models by the most famous Italian dressmakers. It was February 12, 1951, it was a great success and set the birth of the Italian High Fashion.
In the third millennium the Italian “capitals of fashion” are Milan, Florence and Rome, where the most important Maisons’ headquarters are based, and also the main centers of the Italian style and the main advising companies; a number of industrial districts are strictly linked to these areas, they supply raw materials and they are generally highly specialized. For example in Tuscany, in the triangle between Florence , Arezzo and Siena, the fashion field is strongly rooted because of a wide network of companies.
Luciana Francesca Rebonato
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