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Italian Fashion

Italian Fashion by bhaw

italian fashion store windowMilan, the capital of fashion and design, being the birthplace and workplace of the who’s-who in the fashion industry, exhibiting fashion in every nook and corner of every street, being omnipresent on red carpets all over the world, Italy is the epitome of fashion. Being well and stylishly dressed is a part of life for all Italians, from the commoners to the rich and famous. For the glitterati and the rich there are the fashion houses of Armani, Versace, Fendi, Ferragamo, Prada, and the list is endless. For commoners, there are fashion stores such as Zara that are the pioneers of wearable fashion.

Italian fashion dates back to 1920, when Elsa Schiaparelli, the mother of modern Italian designers, started selling her self-designed clothing and gained popularity. She introduced many unique concepts, such as the ‘shocking pink’ color, veal cutlet-shaped hats, new-paper clipping printing on fabric, and pagoda sleeves. Elsa Schiaparelli’s successors in the fashion industry include big names such as Valentino, Giorgio Armani, Nino Cerruti, Gianni and Donatella Versace, Guccio Gucci, Domenico Dolce and Stefano Gabbana, and Robertto Cavalli. They have carried on the tradition of being pioneers in fashion. For example, Italian fashion designers have introduced platform sole and wedge heals (Salvatore Ferragamo), introduced leg zips on track pants (Ottavio Missoni), and reinforced the elegance of black in formal wear (Armani). Many of the legendary Italian designers are no more today, but their names are known to all who can even remotely relate to fashion, owing to their fashion houses.
The marketing platforms for any fashion house are the fashion shows and fairs where they can exhibit their collections. Milan being the fashion capital of Italy and the world has numerous such fashion shows and fair. The most famous of these are the trade shows, Milano Collezioni Uomo and Milano Collezioni Donna and the Milan fashion week. Besides these, most of the big fashion houses have their own runway shows in different states of Italy. Entry to these shows is only by invitation, even for the press. The shows not only market the collection of the fashion house but also define the fashion trends of the season.
Every fashion industry has its own trends that change every season and may come back in a cycle every now and then. For example, in the year 2009, the trendy colors in Italian fashion are electric blue, shades of purple, emerald green, turquoise, black, and white. The shoes to go for are the lightweight but suave rubber-soled moccasins from Gucci. There are lightweight shirts, jeans and suits especially for the summer time, and other chic but comfortable clothing. However, the baseline fashion trend for all Italians is that over and above all trends, fashion wear must be sophisticated and durable. Italians wear this rule of fashion with aplomb in their attitudes.

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