All the main brands of the fashion sector, both Italian and foreign, have their boutiques in Milan. And this city, together with New York, London and Paris, is called the “Big Four”.
Initially, Italian design, although based on the highest quality materials and production technologies, was behind Paris.
After the Second World War, thanks to the financial support of the United States of America, the Italian textile industry was able to flourish. Every year, the “Made in Italy” brand gained more and more popularity. And in 1951, the Italian entrepreneur Giovanni Battista Giorgini organized the first fashion show in Italy, which took place in Florence!
The first Milan Fashion Week took place in 1958: since then it follows New York and London Fashion Week and precedes Paris Fashion Week, defining the perimeter of the Big Four of fashion. Since then, it has been held twice a year, in September/October and February/March.
Another important aspect is the presence of the Fashion Quadrilatero : a very famous Milanese area where the most famous and expensive fashion stores and boutiques in Italy are located. Read about the 22 best things in Milan that are really worth it in this source – https://docs.google.com/document/d/18edpAj6XD-WNG3BftoP2vMS2urRBcbbxCMhAnCmsKh4/edit.
Why is Milan the capital of fashion?
Among the reasons why Milan was chosen as the capital of fashion – the presence of an international fashion week; during fashion week, the city hosts shows of the best designers and an incredible number of events.
Milan is also open to new talent, here are the most prestigious fashion schools in Italy, which open the doors of high fashion to young designers through internships and direct employment contracts. The National Chamber of Italian Fashion is also present in the city, a non-profit association that coordinates the promotion of the sector in the Bel Paese.
Milan is also chosen because of the presence of the fashion quadrangle, the very central streets of the city where the most exclusive boutiques are located, but in fact one of the main reasons that Milan is the capital of fashion is the people of the city who parade every day, offering their appearance and dictating trends.
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Thus, it was the success of ready-to-wear and its worldwide success, embraced and fueled by the publishing sector, that contributed to Milan being ahead of all its competitors. Soon after, the Crassian and socialist Milan, the drinking Milan, the yuppie Milan, Gianfranco Ferre, Valentino and Gianni Versace became the fashion capital of the world and a symbol of a period of success and ease. presented with an emphasis on fashion. Overcoming the corruption investigations that Milan was the negative hero of and the crisis of international markets, Milan managed to maintain its leadership for a large part of the nineties, allowing the establishment of new brands such as Prada, whose first ready-to-wear -porter collection dates back only to 1989.