By Helga Stokes


Italian luxury fashion became very popular in the 11th century and came to peak during the renaissance. The powerful cities at the time venice, milan, florence, vicenza and Rome began producing robes, jewelry, textiles, shoes, fabrics and elaborate dresses. It was popularized by the Medicis of Florence and mainly influenced by art masterpieces of the likes of Leonardo da Vinci. In 17th century France overtook it and it was not till the 1950s that Giovanni Battista Giorgini started competing with French haute couture and label like Gucci started competing with Dior and Chanel.

Pizza, great wine, gelato, opera, models and the expensive, stylish to die for brands are the main things that come to mind when you think Italy. It is the leading in what is known as the big five; Italy, france, britain and Japan. It is now more focused on ready to wear which are relatively affordable and stylish for shoppers.

Italian industry houses carry a story of determination in producing wide accepted pieces with emphasis on quality and innovate pieces with a sense of timelessness. The gala houses are family governed. The Trussardie started as gloves and accessory then turned to jackets and now men's, women's, children's and sportswear. Robert cavalla, Versace, Valentine, Prada, Gucci and Fendi are among the top gala houses.

Milan and Rome are known as the major international centers of entertainment and design. Valentine, Bulgaria, Fendi and Brioni have their headquarters in Rome. It also has boutiques of Chanel, Vercase Dolce and Gabbana along its prestigious Via Dei Condotti. Milan houses headquarters of Gucci, Emilio Pucci, Robert and cavallis. Its main fashion districts and streets are Via de' Tourabuoni, Via Roma and Via del parione. Florence is known for miu miu and geox labels.

The semiannual Milan gala week is a high priced event aimed at promoting the new trends by the many designers. It is held after the pairs and London gala week and then followed by the New York gala week. It is attended by buyers and editors interested in this industry.

As economic recession hit Italy hard. The gala houses have risen to the occasion and given back to its country. Fendi has donated to, it is the restoration of the Trevi fountain and it foundation includes exhibition of rare images of the fountain as a way of paying tribute to Rome. Prada has started a multi-year restoration project to turn Venice waterfront palazzo and ornately ca' corner della regime into exhibition spaces. Trussardie has embarked on enliving Milan's public spaces by works of art all this to promote tourism and lend a helping hand to their government.

Be it the stylish ferragamo shoes, the different chic leather goods by Bottega Veneta, lovely and delicate fragrance by dolce and Gabbana, sassy eyewear by miu miu. They drip with flawlessness, elegance and sense of style. It is for a status now.

Italian luxury fashion has become widely accepted due to their exclusivity of their innovative creations. This is driven by the need to dress well embedded in the Italian culture. It is with no doubt the trendsetter of the worlds entertainment trends, home of innovation and where statements are made.




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