Italian fashion is synonymous with style, sophistication and quality. From clothes to shoes, bags and accessories, the Made in Italy label helps promote the excellence of Italy as a whole across the globe. Take the image of Scarlett Johanson in her Versace gown at the Oscars.

Italian fashion is not only superb advertising for Italy internationally, it also considerably bolsters the economy, grossing over 50 billion euro, derived mainly from exports, last year, and contributes to the overall wealth and patrimony of the country thanks to its important designers that have financed restoration works of cultural heritage sites: Tod’s the Colosseum, Fendi the Trevi Fountain, and Ferragamo the Uffizi museum to name but a few.

Fashion houses intervene where public funding does not; promoting a country that has a lot to offer the rest of the world in terms of quality and culture, history and innovation. Not by chance is Armani the Special Ambassador to the Expo.

In the words of Donatella Versace, “fashion is a weapon”.

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