Tag: made in Italy

The “Made in Italy” Tag: A Legacy of Quality and The Loss of its Reputation

written by Alison Abbruzzese, Tyler Kirwan, Carla Lewinsky, Kendall Kreidel, Madeline Jacaruso, Justin Turner & Sophia Fitzpatrick

This “Made in Italy” deep dive is an exclusive bonus installment in our Spring issue of Blending Magazine. After you finish reading, be sure to explore the rest of the magazine online—just follow this link to download the full Spring 2025 edition:
https://jschoolfua.com/images/BM/BM_151.pdf

The ‘Made in Italy’ label has long been synonymous with elegance, craftsmanship, and luxury. Originating in the mid-20th century, this designation became a hallmark of superior quality and refined style, positioning Italy as a global leader in fashion. However, while the label continues to hold significant prestige, it faces new challenges in an era dominated by globalization and fast fashion. Today, this well-known label can often be misleading and not representative of authentic Italian products. Misleadingly claiming ‘Made in Italy’ does not just deceive consumers but creates a false narrative of Italian culture, heritage, and values. As a country known for being a leader in fashion and skilled craftsmanship, this deceptive tactic utilized by global mass producers can be incredibly harmful to local artisans and Italian small businesses.

The Birth of ‘Made in Italy’

The ‘Made in Italy’ tag emerged in the 1950s, coinciding with several important reforms in Italian history. In the aftermath of World War II, Italy sought to reform its economy and national identity. Fashion played a crucial role in this transformation as Italian designers began showcasing their collections on international runways. These fashion shows, which gained traction in cities like Florence and Milan, introduced the world to Italian tailoring, detailed fabrics, and exceptional craftsmanship.

During this period, designers such as Emilio Pucci, Salvatore Feragamo, and Giorgio Armani began to shape Italy’s reputation as a hub for high fashion, with its strong attention to detail and innovative designs. By the late 1950s and early 1960s, ‘Made in Italy’ had become a mark of prominence, attracting consumers who sought a premium quality and exclusivity in their clothing.

The ‘Made in Italy’ Campaign of the 1980s

Building on its growing fashion reputation, Italy launched the ‘Made in Italy’ campaign in the 1980s. This initiative was designed to capitalize on the country’s flourishing luxury industry and further establish Italian products as the pinnacle of style and refinement. The campaign was highly successful, positioning Italian brands like Gucci, Prada, Versace, and Dolce & Gabbana as leaders in the global fashion scene. At the heart of the campaign was the idea of selling not just clothing but a sophisticated and exclusive lifestyle. Consumers embraced this concept, driving an increased demand for Italian-made goods and reinforcing the country’s dominance in high fashion. The ‘Made in Italy’ label became a coveted symbol.

The Modern Perception of ‘Made in Italy’

The perception of ‘Made in Italy’ remains highly esteemed, with many consumers willing to pay a premium for products bearing the label. This reputation is built on a legacy of high-quality craftsmanship, exceptional tailoring, and timeless style—qualities that continue to be powerful selling points for Italian brands. Beyond its cultural significance, the label also plays a vital role in Italy’s economy. According to the Clean Clothes Campaign, “In 2021, the textile-clothing-footwear sector contributed approximately €24 billion to Italy’s trade balance, accounting for around 11% of the country’s total export earnings.”

However, the integrity of the ‘Made in Italy’ label has come under increasing scrutiny due to shifts in the global fashion industry. One of the most pressing concerns is the rise of fast fashion, which has fundamentally altered both consumer behavior and industry dynamics. As demand for affordable, trend-driven clothing reaches new heights, many brands have been forced to adapt—sometimes at the expense of quality. In an effort to remain competitive, some companies have begun mass-producing garments with lower-quality materials while still capitalizing on the status associated with the ‘Made in Italy’ name. This growing tension raises important questions about authenticity, sustainability, and the future of Italy’s fashion identity.

Challenges Facing ‘Made in Italy’ Today

While the ‘Made in Italy’ label continues to carry weight, several factors have led to its dilution. Some brands exploit legal loopholes to use the ‘Made in Italy’ tag without following traditional standards. In some cases, only the final touches of a product are completed in Italy, allowing companies to label them as Italian-made despite most of the production occurring elsewhere. With these issues occurring, the fashion industry began a significant shift from custom tailoring to ready-to-wear clothing. While Italy once dominated the luxury tailoring market, the increasing preference for off-the-rack fashion has reduced the exclusivity of Italian craftsmanship.

Preserving the Prestige of ‘Made in Italy’

To maintain the integrity of the ‘Made in Italy’ label, industry leaders and policymakers must take steps to protect its authenticity. Stricter regulations on the use of the label could help prevent its exploitation and ensure that only genuinely Italian-made products have the mark.

Additionally, supporting traditional craftsmanship through government incentives and industry collaboration can help keep Italy’s reputation for excellence in fashion. Moreover, embracing sustainable and ethical production practices could bring back the appeal of ‘Made in Italy’ in today’s fashion landscape. As consumers become more conscious of quality and sustainability, Italian brands that emphasize authentic craftsmanship and responsible sourcing may regain their competitive edge.

The ‘Made in Italy’ tag represents a legacy of fashion excellence. While it continues to carry prominence, it faces significant challenges in a rapidly evolving fashion industry. Mass production and fast fashion may dilute its authenticity and undermine its value; however, with the right measures, Italy can safeguard and even bolster the prestige of its most celebrated label.

Tuscan Leather

written by Pedro Calderon for SPEL: Public Relations

If you take just a 10-minute walk through the center of Florence, you will immediately notice a wide variety of storefronts: trattorias, gelaterias, and souvenir shops. Among these, leather goods shops are particularly prominent, and for good reason. Many of these shops offer a range of products such as leather jackets, accessories, bags, wallets, shoes, belts, and countless other items in practically every color you can imagine. Italy, especially the region of Tuscany, is known for its high-quality leather and craftsmanship, thanks to a long tradition of being a central market for trade.

One of the best places to find leather goods is the Mercato di San Lorenzo, located next to the Mercato Centrale, just a 7-minute walk from the Piazza del Duomo. Inside the Mercato Centrale, you will find vendors selling fresh produce and meat, as well as restaurants upstairs offering delicious local cuisine and an excellent selection of wines. Outside, the Mercato di San Lorenzo is lined with vendors selling souvenirs like key chains, miniature statues, postcards, shirts, sweaters, scarves, and an impressive selection of leather goods. While these shops are plentiful with colors and designs, real leather lovers may want to wander outside of the Mercato Centrale area to find family-run boutiques. Some of the highest rated, and local favorites include Casini (Piazza de Pitti, 30, Firenze), Bemporad (Via Calzaiuoli 11/15/17/B Firenze), Giorgio 1966 Leather Store (Via del Canto dei Nelli 34, Florence), Pierotucci (via Lungo L’Ema 17, Ponte a Ema, Florence), and Benheart. 

Tuscan leather is sourced from local cattle, and the region’s pastures are ideal for raising them. The same cattle that contribute to Florence’s famous Bistecca alla Fiorentina also provide the high-quality hides used in artisanal leather products. This connection between the livestock and leather industries reinforces a sustainable tradition where nothing goes to waste, blending the region’s culinary and artisanal excellence into one cultural experience.

The area’s tradition of leather working dates back to the 13th century. Leather working was already popular in the 1200s in the Republic of Pisa, and after Florence conquered Pisa in the 1400s, many wealthy business owners decided to establish leather production operations in and around Florence; this practice has remained stable despite economic cycles. Professional leather workers can have successful careers as pattern makers, prototype makers, product developers, accessories designers, and fashion entrepreneurs. Modern luxury brands based in Florence, such as Gucci, Ferragamo, Pucci and Cavalli, specialize in high-quality leather goods. Today, local artisans are often hired to collaborate with high-end fashion houses on specialty accessory designs.

The leather making process begins in a tannery, where the hide is processed using vegetable tannins to get its color. The tanning agent, called liquor, is made from a mixture of ground tree bark, twigs, leaves, and water, and other ingredients to form the desired color. But before this step, the raw hides must be prepared by tanning or drying them with salt to preserve their properties. The hides are then rehydrated to make it easier to remove the hair on the surface, exposing the leather’s natural grain, texture, and softness. They are then pre-tanned with natural tannins and then fully vegetable-tanned using the liquor. Finally, the hides are dried and classified based on their appearance and quality, determining how and for what they will be used. The entire process can take 20 to 40 days to complete. Although centuries old, the process has been made more efficient by technological advancements. In the Arno Valley near Pisa alone, there are hundreds of leather factories and workshops.

Leather is prized for its many qualities, including flexibility, strength, elasticity, malleability, and breathability. There are generally four types of leather that consumers encounter. The highest quality is full-grain leather, which is the top layer of leather and shows off the natural properties of the leather, sometimes even imperfections. Top-grain leather, which is smoother and cheaper than full-grain leather, is still considered high quality. Genuine leather, the most common and affordable type, is what is usually found in everyday designs and souvenirs, although it is considered the lowest quality. Finally, suede is a soft, velvety type of leather often used for footwear and upholstery.

I always recommend purchasing leather products with the “Made in Italy” label to support local artisans and the economy. Although cash is often preferred, most vendors accept cards. Leather is a perfect and useful souvenir or gift for anyone visiting Florence and wanting to take home a piece of Tuscany. It is a product that lasts almost a lifetime.