PRET-A-PORTER

After the austerity of the 1970s came the glory of Prêt-à-Porter that in the 1980s established Italy as a global leader in fashion. Prêt-à-Porter marked the rise of a new idea of fashion based on the high-quality industrial production developed by Italian fashion designers, rather than on the one-of-a-kind French couture approach. Consequently, the creator went from being an artist to a designer, incorporating creativity with manufacturing, together with communication and distribution.

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