Italian fashion Prada, Richmond, Ermanno Scervino, Tod's (designed by Andrea Incontri regarding men's lines), Trussardi, Valentino (directed by Pier Paolo Piccioli) and Versace (directed by Donatella Versace) to name the most significant. Examples of major fashion brands which are specialized mainly at womenswear (and also accessories for women) are Agnona (designed by Simon Holloway), Luisa Beccaria, Laura Biagiotti, Blumarine (created by Anna Molinari), Chiara Boni la petit robe, Capucci (directed by Mario Dice), Alberta Ferretti, Elisabetta Franchi, Giamba (created by designer Giambattista Valli), Krizia (founded by Mariuccia Mandelli and now art directored by Zhu Chongyun), Max Mara (created by Laura Lusuardi), Miu
History of Italian fashion with Versace, Armani, and Dolce & Gabbana opening up their first boutiques there. Until the 1970s, Italian fashion primarily served the wealthy, similar to "haute couture" in France. In the 1970s and 1980s, Italian fashion started to concentrate on ready-to-wear clothes, such as jeans, sweaters, and miniskirts. Milan had more affordable styles for shoppers, and Florence was no longer considered the fashion capital of Italy. New clothing labels, such as Miu Miu and Geox, started to appear worldwide in the 1990s. Many celebrities, such as Beyoncé, Axl Rose, Elton John, Naomi Campbell, Elizabeth Hurley, Lady Gaga, Victoria Beckham, Madonna, Britney