Italian Fashion: What vibe does it give?

“The main characteristics that differentiate Italian style from the rest of the world are its attention to details, the manufacture and good quality of the fabrics and items used in each piece”. - lookiero.co.uk

Italian fashion is known worldwide through the brands of Versace to Miu Miu. Many flock to Milan for the famous Italian fashion week that showcases all of the Italian brands new designs for the next season. Many say Italian fashion brands are innovative and pushing towards the new even though they keep some of the classics. The question is though, is this true or has Italian fashion become tacky and known to be worn by “chavs”? However they will be called roadmen as this is what this blog will talk about,

In the world of fashion, Italian design has long held a special place, known for its elegance, sophistication, and timeless allure. However, as time has passed, some aspects of Italian fashion have shifted, sparking discussions about its evolution and the emergence of a style often referred to as "chavy." In this blog post, we'll take a closer look at the changing face of Italian fashion and the elements contributing to this evolution.

First a Little History

On February 12, 1951, Italian entrepreneur Giovanni Battista Giorgini orchestrated the historic "First Italian High Fashion Show" at his private residence, Villa Torrigiani in Florence. This groundbreaking event featured collections from ten prestigious Italian fashion houses and welcomed six influential American fashion buyers. The resounding success of the show, bolstered by glowing reports from esteemed fashion writers and buyers, swiftly catapulted Italian fashion onto the international stage. Following this triumph, the second fashion show unfolded in July 1951 at the Grand Hotel in Florence, and from 1952, Italy established a tradition of organizing two seasonal fashion shows each year, held at iconic locations like Sala Bianca and Palazzo Pitti in Florence. This marked the inception of Italy's enduring influence on the global fashion landscape.

Fashion Week

Italy hosted its first fashion week in 1958 Milan. It was hosted by the Camera Sindacale della Moda Italiana, which later changed its name to Camera Nazionale della Moda Italiana. The shows now take place twice a year like the other fashion weeks across the world.

The Impact of Fashion in Film

In the 50s and 60s, fashion in film Impacted the industry as it helped fashion go global through the cinema screens. The Sorelle Fontana, also known as the Fontana Sisters, who showcased their work at the Villa Torrigiani show, had a pioneering role in the world of fashion during this era which didn't go unnoticed. Their talent quickly captured the gaze of film producers and actors, leading to iconic costume designs for Audrey Hepburn in "Roman Holiday" and making them the preferred designers of Hepburn, Vivian Leigh, Jackie Kennedy, Ava Gardner, and many others. Their success set the stage for a wave of Italian fashion designers to establish their presence as prominent players in the film industry. Therefore it created the classical and luxury side of Italian fashion that seems lost today.

How did these Italian Brands Turn Tacky?

Many brands that were around since the golden age of Italian fashion Have now had to keep up with the constant changes of society and their consumer habits. Due to the American fashion trends of jeans and t shirts, brands like Versace and Armani have sub brands named after jeans. These sub brands are more affordable to the average consumer. Unfortunately, these brands appeal the bad side of society aka ”chavs”, Roadmen or Antisocial Teenagers.

Diffusion lines play a multifaceted role for designers, serving to significantly boost sales by making their products accessible to a broader customer base at more affordable price points. Concurrently, designers can capitalize on the allure of their high-end collections, creating a halo effect that enhances the desirability of their brand as a whole.

Chav Definition:

a young person in Britain of a type stereotypically known for engaging in aggressively loutish behaviour especially when in groups and for wearing flashy jewellery and athletic casual clothing (such as tracksuits and baseball caps).

Merriam-Webster Dictionary

Chav used to be a derogatory word for the population who are defined as stereotypically “lower class“. This is not what the word is referred to in this blog. It is referred to the style and aesthetic that is now know as chav Or Roadman.

The typical roadman person wears skinny jeans (usually branded by armani) and branded t-shirts with Versace jeans or Armani jeans plastered all over them. When you see those people Out and about, you know it’s time to turn and go the other way. Especially in a club or pub setting. The men who wear those brands are the ones that are likely to try and hit you up with their gelled back quiffs and perfectly plucked eyebrows but have the most god awful personality. This is the reason that gives those Italian brands a bad name and creates the narrative of them being ChAvy and tacky. However, in a rare occasion, you may meet a nice bloke who wears the EA7 t shirts or Versace Jeans T-Shirts.

Another reason for the decline of Italian fashion is Gucci’s presence from going from old money vibes, classical and timeless to new money vibes, over the top and streetwear designs. When Gucci adverts come up, you see another collaboration with an athletic brand or the odd fashion designs that they create. Brands like adidas and North FAce are well known to be worn by the chavy/roadman side of society and Gucci has collaborated with them. This makes the Brand feel more accessible to those types of people. “The brands loved by these chavs consisted mainly of Burberry, Kappa, Nike, Adidas, and Stone Island, to name a few.” Nandini Nachiar Medium.

Can these Brands redeem themselves?

Many Italian brands have their main brand that can still be classical and innovative like Italian fashion once was. For example, Giorgio ArmanI is the main brand of Armani that still creates the ready to wear designer pieces. These pieces you don’t see often as they are exclusive to the wealthy and lovers of simple and clean cut pieces of clothing. The majority of celebrities wear Giorgio Armani on red carpets or to special events. For Versace, they still have their main brand as well which is famous among celebrities like Dua Lipa.

If the brands neatened up their “more accessible” side brands then the “Chavy” individuals would steer away and go for other brands. This would invite lovers of Armani or Versace that can’t quite afford the main labels to buy into the brands more. Therefore, it’ll bring back the once in a lifetime Italian designs.

Burberry is a known brand that fell from grace due to the population buying into the brand as from one look, you could tell it was Burberry. Fortunately, they redeemed themselves by rebranding and getting rid of the overuse of the tartan. ”The downfall of Burberry can be associated entirely with the chavs, and a brand that once held a reputation that was so untarnished was dragged down slowly through the hierarchy of society until they reached the level of fake products that were accessible to anybody who wanted them.” - Nandini Nachiar Medium.

Although the population that dress in these Italian brands are giving them a bad name, we shouldn’t judge based on what they are or who they are and appreciate the brands for their main labels. Unless they are wearing the brand and are horrible people, it shouldn’t matter. Maybe there is a nice Roadman lad out there wearing his EA7 coat.