ITALIAN FASHION AND LUXURY MADE IN ITALY
Luxury: what it is, where it comes from, from what belongs to us. Luxury are endless definitions, but what does it really mean? And what is your story?
To investigate the best way we start right from the beginning, analyzing the phenomenon from the point of view of etymology: luxury comes from the Latin “luxus”, which means “abundance of vegetation”, metaphorically understood as “abundance of delicious things.”
Before being a trade or a market, as we know it today, luxury is a culture that is part of humanity from its birth and how man has evolved over time, while maintaining the distinction of what is necessary and helpful. A good starting point to realize how luxury is deeply connected to our roots since ancient times, is represented by an action that distinguishes us from animals: the burial of the dead.
The luxury from Ancient Egypt to the present day
Tombs of kings, pharaohs, high priests and knights we find, in addition to the skeletons, objects that with the passing of history become more and more refined: the most precious jewels to the symbols of power like weapons. Among the ancient civilizations of Egypt’s testimony is certainly the most spectacular: take for instance the pyramids, tombs imposing and magnificent reserved for a very small elite. (find below and example of italian fashion and luxury)
The luxury was associated to the Middle Ages to the concept of splendor, but with the arrival of Christianity became the symbol of lust, thus underlining the negative valence. In the Renaissance, things changed again, with the secularization of thought, the luxury became functional to the enhancement of power, thanks to monarchs like Louis XIV – the famous Sun King – and began to be seen as a profane value without any social condemnation.
In the seventeenth century the changes were “drastic”, because luxury was matched to a way of life with a greater chance of spending but rather sober and attentive to detail. It was in the nineteenth century began to spread the idea that luxury was something unnecessary, superfluous and supplementary to daily life. Then gradually she came paired with all that is expensive, refined and sumptuous to research emotions and personal gratification, a means to define their identity through the ostentation.
How would we be today without the luxury?
Thierry Paquot, French philosopher and university professor, explored the dimension of luxury in his book “In Praise of luxury – which is the usefulness of the useless”, giving us food for really enlightening reflection. For Paquot the luxury and fashion are engines of progress and the cultural transformation: if it were not for that magical vocation to have something extra – that distinguishes us from other creatures – humans probably still would eat raw meat and berries. (that’s the key role of italian fahion)
And if for centuries merchants had not run between East and West in search of silver, amber, silk, turquoise and other precious, perhaps humanity would not be characterized by the mix of colors and wonders that continue to fascinate us. (also used for italian fashion)
Also according Paquot the luxury of today it is made from the possession of rare goods combined with the care of the self, but what will guide our purchases in the coming years will also be space, time and silence (as a peace of mind).
Luxury and Made in Italy
Italy has become the home of luxury in the Renaissance, imposing across Europe styles, techniques, art and taste. At that time Venice dictated the fashion with its elegance (think for example the invention of the velvet) and together with the other maritime republics traded with Asia to Mongolia. Not to forget Florence, global stock market wool of Spain and England, and ageminate Milanese armor that made furor almost anywhere. Even Sicily was very important in that historical period by importing silk and cotton, then it’s pretty rare.
p.s. I love italian fashion