Italy "the land of the beautiful" is synonymous with fashion. Italians are probably one of the most fashion conscious races in Europe. Italy's love affair with fashion began on the 25th of February 1951 when Count Giorgini staged a fashion show for an international audience in Florence.

Count Giorgini rekindled the myth of the noble classes by clothing members of the nobility themselves and parading them in lavish settings alongside fantastic sculptures of fame, the epitome themselves of beauty. The logic being that only these princesses and noblewomen, could, by their education and culture, wear these fine clothes properly.

When the sixties arrived everything changed. During these times of protest women's role in society evolved. Now every woman wanted to share the myths of their own time. Everyone could be a fairy princess just like the nobility. From this, a new emphasis on creativity and design grew. New styles in manufactured garments came onto the market and women across the world began to dress stylishly at a low cost.

During the seventies and eighties, Milan became a fashion landmark and 'Made in Italy' fashion became recognized all over the world as top class.

Over the years Italy has produced some of the most influential designers of our time including: Karl Lagerfeld, Missoni, Gucci, Armani, Moschino, Dolce & Gabbana and Versace.