High Fashion becomes high-minded
Fashion plays a significant role in Italy. But beyond glitzy runways and opulent boutiques, industry leaders are channeling their resources towards charitable causes, proving that fashion can be a catalyst for change.
Since the 11th century, Italy has been renowned for its high-quality craftsmanship, sharp tailoring, and luxury designs. However, it wasn’t until after World War II that Italian high fashion cemented its place in the global fashion world. Prior to that, most of the world took cues from French fashion houses like Christian Dior and Jacques Fath, whose avant-garde designs were beautiful but unrealistic for everyday wear. Italian fashion designers, on the other hand, pivoted by creating comfortable, versatile clothing that was also tailored and refined.
During the post-war period, American consumers were hooked on Italian fashion. Not least due to the Golden Age of Hollywood when actors dressed in headto-toe Italian garb, on-screen and off. The influence of the Italian fashion industry on America and the rest of the Western world remains strong, but today it also serves as a reference point for industries worldwide wanting to make a positive societal impact.
Amid the 2020 global health crisis, luxury labels like Prada, Dolce & Gabbana, and The Armani Group sprang into action to fight the coronavirus outbreak. Miuccia Prada and her husband donated two intensive care and resuscitation units to three of the largest hospitals in Milan. Simultaneously, they repurposed their Perugia factory to produce 80,000 medical overalls and 110,000 face masks to address the shortage of personal protective equipment for health workers. Armani, Bulgari, and Versace quickly followed suit by making meaningful donations to address the health crisis.
Luxury fashion houses have consistently upheld a commitment to preserving culture and heritage, not only through couture but also via generous endowments to support causes such as the restoration of culturally significant landmarks. In 2013, Fendi financed the renovation of the Trevi fountain. In the following year, Salvatore Ferragamo pledged €600,000 towards restoring a portion of the Uffizi Gallery. In 2016, Bulgari sponsored the rehabilitation of the Spanish Steps.
Even the lifestyle and sports brand Oakley, best known for outdoororiented sunglasses and athletic gear, has followed in the footsteps of Italian luxury labels. Alongside Oakley’s brand identity, dedicated to supporting athletes, the company is redeveloping Spazio Sammartini 31, a basketball court, as a setting to celebrate the link between sport and the city of Milan.
Luxury brands are also acutely aware of the environmental impact of the fashion industry and are taking steps to minimize their carbon footprint. The Prada Group, for instance, made a sustainability pact centered on people, planet, and culture. In 2019, Prada launched the Re-Nylon project in partnership with Aquafil, an Italian textile yarn producer with expertise in creating synthetic fibers from recycled materials. By 2021, Prada had transitioned its entire production of virgin nylon to regenerated nylon, saving 70,000 barrels of petroleum and reducing 65,100 tons of carbon emissions for every 10,000 tons of regenerated nylon produced.
Art and culture are deeply ingrained in the identity of all Italian fashion houses. Their contributions to the community sustain a cycle of inspiration that keeps art and culture enlivened and responsive.
Cover image: Fendi fashion show at Trevi Fountain, Rome, 2013
