Helmut Lang (fashion brand) fragrances (1999) were launched, but otherwise the brand was kept unified to solidify its identity and strength. The runway show venues for the Helmut Lang label were switched from Paris (until 1998) to New York by Mr. Lang and back again to Paris by Prada (from 2002 to 2005). The collections/presentations used to be called "" ("working sessions") by Mr. Lang. In 1999, Milan-based fashion house Prada acquired 51% of the Helmut Lang company in the course of a multi-brand strategy, which also included the acquisition of German fashion label Jil Sander. After alleged disputes with Prada Group's CEO Patrizio
Italian fashion and now is settled in Milan and represents all the highest cultural values of Italian Fashion. This association has pursued a policy of organisational support aimed at the knowledge, promotion and development of fashion through events with a highly intellectual image in Italy and abroad. Examples of major Italian fashion houses focused on both menswear and womenswear, but also accessories, are: Giorgio Armani, Byblos Milano (designed by Manuel Facchini), Bottega Veneta (designed by Tomas Maier), Roberto Cavalli, Costume National, Brunello Cucinelli, Diesel (created by Andreas Melbostad as long as the Black Gold line is concerned), Dolce & Gabbana, Etro, Fay