“Made in Italy” is an indication of origin, recorded and rooted in history, society, and the imaginary world; it is a “half-brand” that, in the latest years of the twentieth century, aimed at characterizing Italian products and its tradition in a clear way. This article aims at pinpointing some elements of fashion theory with reference to Italy. After outlining certain historical original traits of the Italian style, I will point out the characteristics of the two “long waves” of the Made in Italy brand: the first one that dates from the Sixties to the Eighties, and the second one from the late Nineties to the present.

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