Leopoldina Fortunati, Elda Danese
Handbook of communication, sociology and culture of fashion. Volume iii. The made in Italy

In this third volume of the Handbook of communication, sociology and culture of fashion the topic of made in Italy is dealt with. This formula, indeed, synthesizes the long path of spreading and improving of Italian style but at the same time reflects an image of the country – and one which is always recognizable, albeit stereotyped. It is generally agreed that the diffusion of “Italian look” started at the end of the Seventies, with a new generation of stylists such as Armani and Versace. Beside this glorious and positive trend, however, there is an ancient story and a particular productive model: small and medium concerns, a strong craft tradition together with technical modernization and the “industrial districts” organization. In short, while at a first glance the made in Italy is a weak economic sector, its structure – going from textiles to the finished goods – turns it into the driving sector of Italian economy.