Travel Reference
In-Depth Information
be invited to show, and shows were heavily formatted, the Milan Fashion Week gave de-
signers creative power. Thanks to this, the first ready-to-wear collections aimed at mass
markets were launched and fashion finally found a way to make money from the business
of dressing people.
Recognising the huge potential of mass markets, designers like Armani, Missoni and
Versace began creating and following trends, selling their 'image' through advertising and
promotion. In the 1980s, Armani's power suits gave rise to new unisex fashions, Dolce &
Gabbana became a byword for Italian sex appeal and Miuccia Prada transformed her fath-
er's ailing luxury luggage business with democratic, durable totes and backpacks made
out of radical new fabrics like waterproof Pocone, silk faille and parachute nylon.
Even more ubiquitous was the sportswear and casual chic look of fashion houses like
Diesel and Benetton - the provocative advertising campaigns of the latter broadcasting an
image of an irreverent brand with a social conscience. Fashion, it seemed, had something
to say and now had the power to say it on a global scale.
For a full timetable of Fashion Week shows, check the website Camera Nazionale della Moda Italiana
(National Chamber of Italian Fashion;
www.cameramoda.it
)
.
Fashion Mecca Milan
Milan's rise to global fashion prominence was far from random. No other Italian city, not
even Rome, was so well suited to take on this mantle. First, thanks to its geographic posi-
tion, the city had historically strong links with European markets. It was also Italy's capit-
al of finance, advertising, television and publishing, with both
Vogue
and
Amica
magazines based here. What's more, Milan had always had a fashion and clothing in-
dustry based around the historic textile and silk production of upper Lombardy. And, with
the city's postwar focus on trade fairs and special events, it provided a natural marketplace
for the exchange of goods and ideas.
As a result, in just over 15 years Milan emerged as Italy's top (and the world's fourth-
biggest) fashion exporter. Six of the world's top 10 fashion houses are Italian, and four of
those are based in the Milan. The Quadrilatero d'Oro, that 'Golden Quad', is now domin-
ated by over 500 fashion outlets in an area of barely 6000 sq metres. Such is the level of
display, tourists now travel to Milan to 'see' the fashion.
