Italy has an extraordinary shape,an emblem crafted by nature and turned into culture.
Made in Italy is part of it, the history of our country which cannot be written in a single day and isn’t simply a result of a marketing strategy. It’s history, both complex and simple of craftsmanship, a sense of style and tradition of good taste of an innovative attitude and technical ability, of attention to details and creativity.
My personal experience confirms that this system of excellence characterises the design, fashion, jewellery and our entire manufacturing process. In my opinion, excellence is this : uniting a tradition of precise and skilful work with the aesthetic quality of our history.
Our great ambassadors are not just our works of art but also those products that are at the core of the quality of life, like clothing, dwelling, the ability to offer hospitality from food to tourism.
So, if I have to think about what the objective of Made in Italy is , I would say that it is to enable those who choose it around the world, to live better.
Giorgio Armani and his idea of Made in Italy
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