Italy (fashion in context)
Milan, Italy has become synonymous with fashion, being brave, bold, loud, innovative and even thrilling. Though this wasn't always the case, Italy lost its reigning crown with world war II, plunging its economy into ruin which paved the way for Paris to rise and take over the fashion scene. This was up until the late 1940s where Italy then slowly began to rebuild their standing as a major player in the global fashion scene.
Almost two decades later came Milan fashion week which was established to be exact in 1958, hosted by the Camera Sindacale Delia Moda Italiana. Milan fashion week is a well known and highly regarded fashion event that is even mentioned fairly regularly in media across the globe, for instance Milan fashion week was mentioned in the adult comedy "grown ups" starring Adam Sandler and Salma Hayek.
Salma Hayeks character mentions attending the fashion event and regards it with incredible importance within the fashion world. The influence of Milan fashion week is far and wide within many means from media to the fashion industry, etc.
Italian fashion itself is this incredibly diverse subject as there are many Italian fashion houses/brands with each one having a signature aesthetic. Italian fashion houses/brands like many others are on a spectrum and you could describe one end of the spectrum as dramatic, loud, explorative in comparison to the other end being clean, sleek, effortless, etc. Some if these well known luxury Italian fashion brands/houses include Gucci, Versace, Prada, Miu Miu, D&G.
Miu Miu is a luxury Italian fashion brand which was born in 1993 from the independent and unconventional spirit of Miuccia Prada. Miu Miu was an outpost for the most refined femininity. Miu Miu is a "tangible expression of the energy conveyed by women's natural contradictions and provocative personalities to contemporary society". ( miu miu - pradagroup.com) Research suggests that in current climates Miu Miu's ascension owes in large to "the virality of 'ballet-core' with their signature ballet flats becoming street-style staples that have become inescapable on social media". ( showstudio.com - why is miu miu so popular?)
Although other research suggests that another part of Miu Miu's rise in popularity falls on fashion items such as Miu Miu's iconic mini skirt which flooded social media and had gen z in a thrall, the fashionable gen z, as social media and further research would suggest. It is worth mentioning that Miu Miu is a fully owned subsidiary of Prada (Miu Miu - wikipedia) which is quite a well known and large, successful luxury Italian fashion brand/house. Prada is know for being a very sophisticated and well thought out/considered brand in comparison to Miu Miu which has been described as young, uncomplicated and in a sense naive. (System-magazine.com) -issue 4.
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