Italian fashion of Italian fashion house Roberta di Camerino, which was founded in 1945. The brand is famous for its handbags, and is most notably associated with the creation of the it bag, a form of handbag which is recognisable due to its status symbol. Brands such as Max Mara and United Colors of Benetton, despite being major Italian brands, are not headquartered in Milan, Rome or Florence, yet, the former has its headquarters in Reggio Emilia, and the latter in Ponzano Veneto. Italian holding OTB held by Renzo Rosso, owner of different ready-to-wear brands such as Diesel and also fashion houses
Italian fashion and opening up and setting up their first boutiques and emporia. Until the 1970s, Italian fashion was mainly designed for the rich and famous, more or less like the French ""Haute Couture"". Yet, in the 1970s and 80s, Italian fashion started to concentrate on ready-to-wear clothes, such as coats, jackets, trousers, shirts, jeans, jumpers and miniskirts. Milan became more affordable and stylish for shoppers, and Florence was deposed of its position as the Italian fashion capital and replaced by Rome, which grew in importance as high fashion pole in the country thanks to the creations of Valentino, Fendi, Roberto Capucci,