These cases of exploitation—most recently involving Loro Piana—highlight a crucial issue. FashionUnited has been addressing this topic for some time. It revolves around transparency and communication: specifically, a company’s ability to sincerely, clearly, and carefully explain what 'Made in Italy' truly means and how it is achieved.
Without concrete explanation, 'Made in Italy' no longer enchants the customer
In short, merely claiming that a product is 'Made in Italy' is no longer enough to captivate customers—especially in light of reported exploitation and unsafe working conditions at renowned brands. Furthermore, the knowledge that a designer handbag or luxury garment sells for thousands of euros, while the supplier receives only a few dozen euros from the brand—as some investigations have revealed—only worsens the issue. As a result, consumers are distancing themselves from these brands.
Less than a week ago, Giusy Bettoni, founder and CEO of Class (Creativity Lifestyle and Sustainable Synergy), an international eco-hub based in Milan, told FashionUnited that calling oneself 'Made in Italy' is meaningless unless the concept is explained precisely, clearly, simply, concretely, and concisely. It helps neither the fashion industry nor the supply chain.
A few months ago, Renzo Rosso, owner of Otb (the holding company behind brands such as Diesel, Jil Sander, Maison Margiela, Marni, and Viktor&Rolf), also made a call to speak out, to share, and to show what 'Made in Italy' truly represents. “We have unique qualities, good taste—we must assert ourselves for who we are and for what we have to offer,” explained the Otb founder.
“Italy produces around eighty percent of the world’s luxury goods and is considered the best country for the production chain. That’s why our artisans are in demand worldwide—we must not let them slip away,” Rosso emphasized during the 'Made in Italy Day' in an interview with RaiNews24 on the program Pomeriggio 24.
Naturally, the Minister of Economic Development, Adolfo Urso, is also a proponent of a concrete approach to Made in Italy. Last week, he announced that the introduction of a certification system is under consideration, following the judicial oversight imposed on the Loro Piana brand for alleged violations of labor rights.
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Saving 'Made in Italy': brand credibility and storytelling are essential
'Made in Italy' has recently been in the spotlight—not only because of tariffs that, despite the agreement between the United States and the European Union, harm many sectors, but also, and more importantly, due to the issue of labor exploitation. Companies are struggling to control their entire supply chain, including suppliers and subcontractors.
