Fashion in Florence

Florence has a long tradition as far as fashion is concerned and it can be considered as one of the most active cities in Italy and worldwide. The haute couture industry is very important here: we can safely say that Italian high fashion was born in Florence, at a parade organised on February 12, 1951, by the pioneer of Italian fashion Giovanni Battista Giorgini at Villa Torrigiani (then repeated in the White Room of Palazzo Pitti). On that occasion many international buyers were present and they discovered the elegance of Made in Italy, with much more competitive prices than Paris fashion.