Fashion is in the blood of the Italians!

There’s a reason why the Carabinieri across Italy look incredibly good. Dressed by Armani! Where else . . . but Italy. Italy is synonymous with STYLE and one of the world’s leading fashion countries. Italian production and craftmanship are widely regarded as the highest standard in the fashion industry, making the “MADE IN ITALY” trademark a global point of reference for quality and excellence.

As tourists, we could quite easily be intimidated by the innate style, the casual chic and the art of looking good with seemingly little effort. It’s a bit like Italian food, no fussiness, no pretence. Italian dressing is simple and stylish because of cut and good quality fabrics.

Should we make an effort and not look like we just stepped out of a hiking store. Yes, we should. Consider fashion as a sign of respect; an acknowledgement of place and a way to blend in and not stand out as a tourist. You don’t have to dress expensively. You don’t have to dress daringly. You just have to dress well.

How Milan became the fashion capital of the world

It began to change in the 19th century when Milan’s unglamorous industrial identity shifted to create a distinct style when it came to fashion design. The appreciation of textiles over trends meant that the focus remained on simplicity, functionality and quality. Fuss and frills were out, finely executed tailoring was in, which is a feature that has now become synonymous with Italian design worldwide.

The city’s interest in fashion steadily grew, and in 1865 the Bocconi brothers opened their first shop in Italy to sell ready-to-wear clothing on Milan’s Via Radegonda. This was followed by by their opening of the country’s first department store in Milan just a few years later, originally called Alle Citta d’Italia, and renamed in 1921 to the now infamous La Rinascente.

By the turn of the century, the Milanese themselves had become decidedly “fashion conscious”, able to invest in luxury tailoring that was more affordable than their Florentine and Roman rivals. By the 1950s, the major Italian cities had each established their own fashion identity: Rome was known for its haute couture, Florence for its handmade clothing. Milan, thanks to the Bocconi brothers, was renowned for its ready-to-wear clothes.

A big change in 1958

Since 1951, Florence had been home to fashion shows held at the Palazzo Pitti. The success of the shows became the city’s downfall, as Florence’s infrastructure was unable to cope with the huge crowds arriving from across the world to see the latest in Italian fashion design. A decision was made to move the shows to Milan.

Milan Fashion Week was born, making its debut in 1958.

Milan had arrived in the world of fashion. With many printing manufacturers and publishing houses, the city was well set up to promote Italian brands to the masses, and became the major force of Italy’s fashion media. VOGUE ITALIA established its headquarters there in 1961.

As the influence of the magazines grew, designers, photographers, models and writers flocked to Milan, all wanting to be part of the evolving fashion world.

Come the 1970s, the popularity of ready-to-wear skyrocketed, making the city the go to place for clothes to go. Giorgio Armani launched his business in 1975 in Milan and three years later Versace was founded in Milan. Their rivalry was encapsulated in a popular saying: “Armani dresses the wife, Versace dresses the mistress.”

Milan Fashion Week is an event attended by the movers and shakers of the industry and anyone wanting to witness the latest from Italy’s hottest labels. Its notoriety reached a peak in 1991 with a Versace show in which Cindy Crawford, Naomi Campbell, Christy Turlington and Linda Evangelista strode arm in arm down the runway, clad in Versace, and lip-synching to George Michael’s “Freedom”.

Milan had made its mark, undoubtedly becoming the fashion capital of the world, a title it was officially awarded by the Global Language Monitor in 2009.

Along came the 1980s and Moschino launched itself in 1983 in Milan, followed by Dolce & Gabbana in 1985. Prada had long been a player, founded in Milan in 1913.

Florence lays claim to Gucci, founded in 1921, and Roberto Cavalli, founded in 1975. Rome has Fendi, founded in 1925, and Valentino, founded in 1960.

Today, Milan is home to over 12,000 fashion companies and houses the headquarters of most major Italian labels. Walk the streets of the Quadrilatero d’Oro, Milan’s fashion district, and what you see in the shatter-proof windows is an eye-wateringly expensive display of fashion.

Just to clarify, dressing with a little bit of flair and style is not reliant on wearing expensive labels. I believe the key is feeling confident in what you wear, knowing that you have chosen clothes that suit you and that you feel comfortable in. It is also an awareness of culture and understanding that being a tourist doesn’t necessarily correspond to zip-off pants, cargo shorts, leggings and active wear, if walking the streets of Rome, Florence, Venice or Milan!

Ci vediamo la prossima settimana.

Deb