Fashion is one of the greatest expressions of the changing world and how people change with it. Major historical events, social and political battles, the advent of new ideals, the explosion of new music genres, the arrival of TV in homes and the increasingly widespread use of mass media: all these factors influenced the lines, shapes and colours that people used to express their identity, understood as identification or rebellion towards the era in which they were living. In the context of a fashion that was inevitably becoming increasingly global, the contribution of the great Italian designers never ceased to shine and to be seen by the rest of the world as synonymous with excellence.
The '60s were both a time of creativity and of great social upheavals, where young people embodied a revolutionary mood that wanted freedom from authoritarianism and old conventions and where the Hippy culture began to make its way. From the middle of the decade onwards, prêt-à-porter increasingly replaced haute couture and fashion became an expression of this great ferment through bright colours, showy accessories, miniskirts and flared trousers. In Italy 1966 was the year of Missoni's first fashion show.
The 1970s were the years of the threat of the Cold War, of peace protests and civil rights struggles, but also of legendary rock stars, disco music and "Saturday Night Fever”. The maxi-dress is the iconic garment along with wedge shoes, ethnic inspiration is evident in the fabric patterns and towards the end of the decade unisex fashion is born. One of the big Italian names of this period was Emilio Fiorucci, who introduced stretch fabric into fashion, perfect for his skintight suits suitable for disco-dance.
The '80s were the years in which consumerism became a global phenomenon and advertising became more and more invasive, in which the obsession with physical form was rampant and the "culture of appearance" also invaded fashion, which experienced one of the most eclectic periods in its history. The choice fell on bold colours and silhouettes, the keywords were "oversize" and "glittering", and colourful tights, ripped jeans, leather trousers and oversized jackets were among the iconic items. In Italy, Milan established itself as the capital of fashion, and during the Milan fashion weeks, two personalities of the calibre of Giorgio Armani and Gianni Versace were elevated among the gods, who would transform Italian prêt à porter into a signature of luxury throughout the world.
Talking about '90s fashion means talking about contamination of styles that took inspiration from different worlds and that gave birth to a casualwear whose iconic items were high-waisted jeans, slip dresses, colourful sweatshirts and checked shirts. Once again, celebrities from the world of music and television influenced the look of their "followers", and we also saw a return to the more chic and sensual minimalism chosen by famous film stars and top models. Miuccia Prada herself “succumbed” to the allure of “lessi is more” with her 1998 collection.
And here we have the 2000s, where styles from past decades are mixed, where inspiration is taken from different continents, where "ecological and ethical" clothing is becoming increasingly important and is clearly expressed in the fake fur boom. Often the fashion of these years has been anything but glamorous and decidedly un-chic, and iconic items include tracksuits - especially Adidas -, ultra-low-waisted trousers, crop tops, Dr. Martens, Timberland boots and Nike Silver, all amidst a media bombardment that has created an obsession with thinness, especially in women. In the meantime, Domenico Dolce and Stefano Gabbana, became the emblematic designers of Italian style and Made in Italy.
We have now arrived at the present day. Since 2010, Social Media has turned our lives upside down, influencers are the new Bible and the environmental issue has become omnipresent. In the midst of all this, online shopping is becoming more and more of a habit, we tend to prefer greener clothes, trainers often replace stilettos and we match them with almost everything, not to mention hashtags and slogans printed on cotton T-shirts.
Reviewing the history of fashion in an increasingly globalised world, with a focus on how the great Italian designers have contributed over the decades, certainly deserves a closer examination. Fashion, after all, is nothing more than one of the best ways to express ourselves without having to speak, a universal language that knows no limits to vocabulary but affirms who we are, with a shout or a gentle whisper.
I look forward to seeing you in future articles.
Content created in collaboration with Best Magazine.
Best Magazine is a monthly digital magazine with a dynamic look at current fashions and trends. Best Magazine offers the best content on Fashion, Art, Music, Events, Design, Sport, Cinema, Technology, Culture, VIPs and much more. Media partner of major national and international events.
