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 despite both cities fell down places in subsequent rankings, in 2011, Florence entered as the 31st world fashion capital. Milan is generally considered to be one of the "big four" global fashion capitals, along with New York City, Paris, and London; occasionally, the "big five" also includes Rome. Italian fashion can be also connected to the most generalized concept of "Made in Italy", a sort of merchandise brand expressing excellence of creativity and craftsmanship. Italian luxury goods are renowned for the high quality of their own textiles and the elegance and refinement that goes into making them up, as well