Italian design Gucci began to contend with Chanel and Dior. Currently, Milan, (Italy's center of design) is considered the true fashion capital of the world, according to the 2009 Global Language Monitor, and Rome ranked 4th. Both these cities annually compete with other major international centres, such as Paris, New York City, London and Tokyo. Examples of major Italian fashion houses are: Gucci, Armani, Emilio Pucci, Valentino, Prada, Dolce & Gabbana, Ferragamo, Roberto Cavalli, Trussardi, Versace, Krizia, Etro, Miu Miu, Laura Biagiotti, Max Mara, Fendi, Moschino, Missoni, Benetton and Brioni (fashion), to name a few. Italy also is home to many fashion
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