If You Speak Fashion You Speak Italian

The fashion product cannot be separated from the ideas which generate it. Therefore the materiality of a product always relates to an abstract concept. Outsourcing has not only separated ideas from things – impoverishing the fashion product -, but has also brought about an overestimation of the purely creative aspect at the expense of the hybrid reality of production contexts and the trans-nationality of fashion. The obsession with a “magnificent” past and the origins of Italian identity, increasingly frequent in communication in general and in that of fashion in particular, are the other side of a “Made in Italy” in transformation.