Written by Suze Montgomery and Paul G Roberts
Narrated by Paul G Roberts
Edited by Ian Babb
One time skilled artisans and humble shopkeepers have exploded into globalised corporate powerhouses equipped with formidable engines of growth. Sophisticated multinational conglomerates who have mastered the arts of manufacturing desire with their use of marketing and image in addition to that of design and craftsmanship.
The global rise of Italian fashion can be traced back to the
1960’s when scores of international Jet-set dress buyers and
status seekers flocked to Rome, as much for the couture
designs of Valentino and Roberto Carpucci as for the search
of La Dolce Vita. The jewelled island of Capri was their
playground. Florence was famous for leathergoods and
gold, and it didn’t hurt Florentine fortunes that Pucci and
Ferragamo were Jet set must haves. In the 1970’s fashion
heralded the arrival of ready-to-wear and the demand for
practical masculine styled clothing that women could wear
to work and Milan rose to power as Italy’s fashion epi-center.
From this background rose the Italian fashion dynasties such as Armani, Gucci, Prada, Fendi and many more.