Few things evoke as much pride in Italians or unite them with the passion for which it is preserved than the Made in Italy moniker. Italy stamping its name on something holds a gravitas that is unrivalled on the world stage. “Made in Italy is a metabrand that does so much more than indicate the geographic origin of a product,” says Stefania Lazzaroni, CEO of Altagamma, the cultural foundation that promotes Italy’s talents worldwide and lists luxury brands Prada, Poltrona Frau and The Gritti Palace among its members. The space they hold in the high-end sector makes them the best ambassadors of the moniker, she continues, standing not just for exceptional high quality but purveyors of strong cultural content, too. “This last feature underlines the unbreakable bond with Italy and its regions and with an aesthetic that is generally recognised as the Italian lifestyle,” adds Lazzaroni.
Representing 115 brands from seven industries – including fashion, design, jewellery, food, hospitality, automotive and yacht-building – Altagamma is the beating heart of promoting and preserving the Made in Italy metabrand, and over the past decade has seen its popularity soar.
As well as Italian-made brands enjoying international success in new markets, in a post-Covid era “the intrinsic quality of the Italian touch – authenticity, empathy, a warm-hearted approach to life – has gained momentum,” says Lazzaroni. With Altagamma’s members supporting communities where their production was based throughout the pandemic, “it was made even more clear that Made in Italy stands for a specific aesthetic, but also a strong ethical approach towards people and the environment”.
