Italy: a country known worldwide for its food, art, culture, history, landscapes, but also for fashion and the so-called ‘Made in Italy,’ which traces its roots back to the 1950s. Naturally, such a rich history couldn’t help but harbor intriguing curiosities… which you’ll discover by continuing to read!
Secrets, Surprises, and Tragedies of Made in Italy
1. How was the myth of Italian Fashion born?
The myth of Italian Fashion dates back to a runway show that was organized on February 12th, 1951 by the marquis Giovanni Battista Giorgini in its Florentine residence and this parade took the name of “First Italian Fashion Show”. Ten Italian stylists presented their models and the event was such a success that it was described as a bombshell that would shake up the Parisian high fashion salons and threaten their monopoly. In fact, Paris was considered until then the only fashion capital, with no rivals that could stand its ground.
2. The secret of Success
But how did Italy reach the level to be able to compete with the French fashion? Simple, by adopting an opposite philosophy! Giorgini’s aim was to create a market for more yet less sophisticated clothes that were more affordable for everybody.
3. Italy and celebrities
A great help in promoting and popularizing the fashion of the Bel Paese was provided by great film icons, both Italian and foreign. First and foremost the Italian Sophia Loren and Gina Lollobrigida, also admired abroad and later the famous Audrey Hepburn, Elizabeth Taylor and Marylin Monroe. When they started wearing Made in Italy, many others decided to copy their looks and style, that were then associated to class, elegance, refinement and quality.
4. Stretchy fabric
One of the reasons why Italian Fashion had success is given by the innovations introduced by great Italian stylists. Could you imagine your life without elastic clothes? Well, there was no stretchy fabric until the 60s. The first fabric samples were created by Elio Fiorucci, who combined the newly invented Lycra and denim, giving life to stretchy jeans. It is not just about comfort, but this fabric helps also to enhance our bodies and curves.
5. Creation of the supermodel
There is a difference between a simple model and a real supermodel. The model is limited to walk the catwalk. She represents a white canvas where the item of clothing is the real protagonist of the portrait. The supermodel is, on the other hand, more than just a simple model. She is the muse that inspires the designer to create the perfect dress just for her. The most famous ones are Naomi Campbell, Claudia Schiffer, Cindy Crawford and Carla Bruni. You will be surprised to learn that this figure was invented by an Italian in the 90s, the great Gianni Versace.
6. Versace’s case
The great Italian fashion icon Gianni Versace died tragically. He was assassinated in front of his house in Miami by the 23-year-old Andrew Cunanan, a serial killer at the peak of a 90-day killing spree. Initially, the police dismissed the case as a suicide and the brand’s legacy passed to his younger sister Donatella Versace. If you are interested in the event, you can check out the TV series “The Assassination of Gianni Versace: American Crime Story”, which is based on the events.
7. Gucci’s case
Another Italian fashion king whose story ends in tragedy is Maurizio Gucci. He was murdered in Milan, on the morning of March 27th, 1995 by a hired assassin. But hired by whom? None other than his ex-wife Patrizia Reggiani, sentenced to 29 years in prison along with the accomplices and perpetrators, even though she never confessed her role in the crime in court. The motive would appear to be economic: Reggiani would have been motivated by a thirst for money. And perhaps, in a small part, it was also some kind of revenge. There is a film inspired by this story: “House of Gucci”, starring Lady Gaga and Adam Driver.
8. Valentino and the birth of a colour
There is another name that cannot go unmentioned when talking about Italian Fashion history: Valentino. But did you know that “the emperor”, as he was nicknamed, has even given birth to a new colour? The so-called “rosso Valentino” is a mix of yellow, black and magenta. Apparently, it was inspired by a woman dressed in red during the Barcelona Opera.
9. Quadrilatero della Moda
The Italian Fashion city par excellence is Milan and the perfect district for shoppers is called Quadrilatero della Moda because it is defined by four luxurious streets: Via Montenapoleone, Via Manzoni, Via della Spiga and Corso Venezia. Inside these streets there are prestigious boutiques, jewellery shops and exclusive clothing showrooms. Besides being the centre of shopping, this district represents the beating heart of the Milan Fashion Week.
10. Market Value
How much could this colossal industry be worth? According to the latest data collected for Made in Italy, it would even be worth over 100 billion dollars! Does it surprise you? Yet the brand seems to be still growing.
If you are interested in the world of Fashion, don’t forget to check out the lesson about the Fashion vocabulary in Italian, so that you’ll be able to have a conversation on this topic!
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