Overarching concept: Fashion inspires us by making clothes. But now real people make fashion.

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The top-down approach has completely shifted to a bottom-up, participatory approach. If once fashion icons used to inspire common people, now all of us are increasingly inspired by real people, showing incredible creativity and optimistic resilience.

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Above all, people are aware of what really counts in life, now more than ever. In Italy, too. They reinterpret fashion trends in a conscious way and adopt the clothing style that suits their values, as well as personal traits. That’s why a leading fashion player should empower them to embrace their own identity through fashion.