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The '80s and '90s to the present day

1980

In the eighties we witnessed a completely new redefinition of the profession of the designer. Was not enough to be a good craftsman and create garments of excellent workmanship and quality, but, following the example of more sophisticated strategies Advertising, give a captivating image of their product. With the development of the Internet every brand he created his own website, and not just to attract attention, but for some the most popular products such as jeans, to sell them directly. It developed the race to fitness, and also for younger people were created casual clothing taken from sportswear. The success of Made in Italy in this period was derived also by skilful marketing strategies. Milan, the industrial center of the peninsula, snatched the palm of the fashion capital in Turin , Florence and Rome . They became famous designers like Giorgio Armani , Missoni , Gianfranco Ferre , Gianni Versace , Dolce & Gabbana and Krizia . The ideal of feminine beauty was inspired by the sporting woman, slender, muscular and ambitious, successful in both the private and the public, thanks to the fact that they are always dressed appropriately. Just impersonated Madonna This belief, that it was possible to shape their bodies through aerobics, bodybuilding, diets and beauty care. The shoulders of women's clothing grew larger and inflated, the ubiquitous duo-jacket suit with briefcase briefcase. The type of woman manager, not more feminine and delicate, but tough and ruthless at work.

1990

Among the types of clothes that take hold in this period include: the business suit, dress in two pieces of inspired male initially widespread in England. To this was added a masculinization Apparel radical newness, short skirt, which came even to discover the knees. The imitation of men's was more determined then use the skirt and accented with up to identify what in sports.

FEATURES CONTEMPORARY CLOTHING

The modern cult of Sanitation, the ever-growing interest for the sport, giving rise to a true sporting fashion. Today more than ever the fashion industry gives rise to a flourishing, to footwear, to felt, the jewelry, cosmetics, which owe their growth to the fact that the popular classes are in fashion. The sales market has expanded so enormously, and is of great importance for Italy from the economic point of view, for the quantity, quality and value of products exported worldwide. Today, fashion is becoming more personal, we choose the colors, patterns, accessories to be worn without reference, in most cases, dictated the fashions of the moment.