Success story born from crises: Who has a role in the Made in Italy success story?

Today, Italy has a rich history of art, craft, and culture, which is a reference and inspiring to the whole world. its artistic tradition stretching back to the Renaissance and beyond; nurtured a culture of creativity, innovation, and meticulous craftsmanship. These traditions also laid the foundation for the development of various industries that would later become associated with the label "Made in Italy".

The phenomenon of “Made in Italy” in the fashion industry emerged as a combination of historical factors, cultural heritage, and economic conditions. The crisis and sanctions experienced during the war played a major role in shaping the course of Italian fashion. Moving on with the idea of the superiority of the Italian nation, Mussolini began to popularize fashion and decided to use Italian fashion as one of his propaganda tools. Therefore, the "Made in Italy" phenomenon promoting Italian products and brands worldwide has primarily become a joint effort between the Italian government, industry associations, and individual companies.

The local magazine Grazia

First, the government, wanting to change its media power, wanted to design a national equivalent of Harper's Bazaar or Vogue. Thus, Grazia magazine, which is still active today and publishes in many different languages, was launched. On the other hand, due to the Mussolini government, sanctions began to be applied to Italy, which hit local trade heavily. The import of many products and raw materials was banned. Although the embargo on leather imports created big problems, it was a good opportunity for the Italian fashion house Gucci. The bag design, which they produced from canvas and decorated with bamboo handles as a solution to the lack of leather, has become such a phenomenon that it still maintains its popularity and production today.

The post-World War II period, which began with the overthrow of Mussolini, was very important for the development of Italian fashion. The label “Made in Italy” started to introduce itself to the world during this period. The fashion industry has also benefited from these strong qualities, while Italy maintains a rich tradition of craftsmanship, art, and textile production, particularly in regions such as Tuscany, Lombardy, and Emilia-Romagna. It started to gain recognition with its high-quality craftsmanship and innovative designs. Domestic producers, who could not easily export their products due to restrictions, turned to the domestic market. Italian consumers began to support local brands.

On the other hand, Italian designers started to work around “Alta Moda Pronta”, which is a blend of haute couture and pret-a-porter concepts, by bringing another dimension, instead of copying the clothes made by Parisian designers, within the framework of the socio-psychological situation in the country. At the Pitti Immagine fair held in Florence in 1951, they introduced this new trend and the quality of Italian products, as well as designers such as Fontana Brothers, Emilio Schuberth, and Roberto Capucci, to the world through journalists and fashion designers invited from many different countries. In the following years, the world fashion industry got to know fashion designers such as Gucci, Giorgio Armani, Emilio Pucci, and Valentino Garavani, with shows and trade fairs such as Milan Fashion Week and Pitti Immagine Uomo. Another essential factor that opened Italian fashion to the world was the Roman film studio Cinecitta. By combining the Italian design clothes that the actresses and actors wore with their acting, culture, and aesthetics, they reflected the "La Dolce Vita" style on the screens and became a style icon over time. Italian fashion, which started to be featured in many French fashion magazines in the 1960s, has preserved its status as one of the world's giants until today.

Became the symbol of style

The concept of “Made in Italy” has become a symbol of excellence, craftsmanship, and style over time. Fashion houses are known for their attention to detail, quality materials, and timeless designs. Consumers around the world began to associate Italian fashion with luxury, refinement, and taste. While the crisis and sanctions have certainly affected the course of Italian fashion, the solutions produced in response to these sanctions were the combination of historical craftsmanship and innovative design, and strategic marketing efforts that led to the development of “Made in Italy”. The Italian fashion industry's ability to adapt to challenges, showcase its strengths, and capture consumers' imaginations has played a vital role in the success of "Made in Italy".

Endless love of fashion

A personalized version of the autobiographical book titled "Per Amore" (For Love) by Giorgio Armani, the legendary Italian designer who defies years, has been released. While talking about "Made in Italy", it is impossible not to mention Giorgio Armani's new book "Per Amore".

In honor of the 40th anniversary

The autobiography, which was published on May 30 in honor of the 40th anniversary of the Giorgio Armani fashion house, was published in 2015 with a version of the "Made in Italy" stamp that focused on the branding process. In this new edition, Armani explains his own story, his life, the details of his work, and his personality in the industry in his own words.

The book, which tells how the 88-year-old legend established his empire in Italy under the shadow of the Second World War, the reflection of Armani's interest in clothes in his life since childhood, his transition from being a doctor to the world of fashion, and their creativity in Italy in the 70s with his partner Sergio Galeotti, are told about the golden age of Italian fashion. In addition to his candid stories, the book also includes never-before-seen photographs. Armani describes her book as follows: “I chose a title that was both soft and provocative, surprisingly representative of my character. I am pragmatic and logical, but my actions all come from the heart. This is why the scattered thoughts collected in this book are written 'out of love'."