MODA / FASHION
NEW FASHION RULES Tutto made in Italy! Italian style in the era of digital luxury or the myth of daily gorging on the best that fashion offersi W hen rumours that the Prada Group would buy Ver- sace began circu- lating at the begin- ning of the year, many wondered how these two houses of almost diametrical- ly opposed aesthetics would coexist un- der the umbrella of the same concern, and which of them would get the most out of the merger. At the time of writ- ing this article, the deal has yet to be fi- nalised, though all business sources claim that it’s a foregone conclusion. However, this upcoming merger of two truly icon- ic Italian brands has prompted discussion in fashion circles about what Italian style even is today. Italian style has always been a paradox – unpretentious, yet impeccable; opu- lent, yet restrained; classic, yet with a dash of rebellion. This is a world where a perfectly tailored navy blazer is con- sidered a casual item, where sunglasses are worn indoors without a hint of irony, and where even the most absent-mind-
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