MADE IN ITALYpa0l0
From Barilla to Benetton, Martini to Missoni, a brand ‘Made in Italy’ makes it immediately desirable. Whether it be wine, bags, or even the mopeds that we are used to seeing zip around Italy. Maintaining the Italian designs and craftsmanship in today’s market of globalisation, is one major multi tasking mission.
Made In Italy bloomed with the 80’s boom. In the mid-80s, many companies began operating in Lombardy, Veneto and Emilia Romagna, with the branding ‘made in Italy’. Designers became celebrities in their own right and names such as Armani made Bloomberg’s ranking of the world’s richest people, as the the fifth Italian wealthiest man.
A continuation of that boom is still seen in Milan and all over the world. The aggressive billboard marketing campaigns of the 80’s provided the perfect business structure for high-end brands to extend their lines to the masses, and that mode remains today, as it set the precedent for marketing. By wearing a pair of Armani Jeans or, buying a Trussadi wallet, or, today, a Dolce and Gabanna lipstick, you can buy into the Made in Italy lifestyle.
But where did Made in Italy begin?
Made in Italy developed thanks to the emergence of a new entrepreneurial class, post war.
In a way, Made In Italy was nothing new. Italians have mastered culture, arts and manufacturing for thousands of years. Companies in Italy today, are based on an artistic history and ancient craft that has its roots in the Renaissance workshops, beautiful museums and a widespread aesthetic culture.
Brands like Alessi, Smeg and Illy bring us Italian beauty and Made In Italy out of the wardrobes and to our desktops and kitchens.
A mini magnet by Alessi
Domestic design is still wanting the spirit of ‘bellezza’. It would be accurate to say that Italian fashion changed everyday objects. Which means you can have your cake and eat it, with a tazza of Italian espresso.
”No other country has the fusion between style and fashion”. Beppe Modenese