The Made in Italy brand has never been a simple place of production: it has become a symbol of
quality, cultural heritage and artisanal savoir-faire with an appeal that goes far beyond borders
national. Even in 2026, while the debate on the conditions and sustainability of the supply chain remains alive, the
reputation of “know-how Italian” continues to play a central role in brand strategies
emerging and established internationals.
According to a recent study by EY and Altagamma, the appeal of Made in Italy in luxury is among the strongest in the world, with a higher perceived value growth
compared to other production origins. This does not only mean producing in Italy, but telling a
history of expertise, provenance and cultural identity recognizable everywhere.
Manufacturing in Italy, a value that becomes storytelling
Italian production capacity attracts designers with international ideas not only because of the quality of the
materials, but above all for the artisanal experience of local masters, often rooted in centuries of
production history. In products made in Italy you don’t just buy one object, but the
testimony to a craft, an aesthetic language and a tradition that speaks to the consumer
global.
This attraction reverberates across multiple segments: fashion, footwear, accessories, eyewear and
leather goods. The brands that choose Italy do not experience it as a label to be placed at the end, but
as a founding ingredient of their aesthetic and narrative project.
Case studies: International brands focusing on Italy
Michino – discreet elegance with Italian roots
Founded by Yasu Michino, a designer with experience in large French fashion houses, Michino built the
his identity on first choice materials and careful workmanship. While retaining part of the
Production in France, Italy enters the brand’s story through Italian leathers and experience
craftsmanship linked to the processing of high-end leather.
Michino bags are positioned in the quiet luxury segment, where minimalism and substance are
combine to create a refined and timeless product.
Irina Stamate, Italian training as a global trampoline
Romanian-born designer Irina Stamate has decided to take root her professional path
in Milan, where he studied design, modeling and product development. With a technical basis
consolidated, he worked alongside Italian master craftsmen to fully understand the manual processes at the
basis of contemporary luxury.
In 2025 he launched his eponymous brand of high-end footwear, featuring silhouettes
sculptural, precious details and a completely handcrafted construction. Today his business is
develops between the United States, Italy and Romania, with creations designed for a confident, determined woman
and with a strong sense of self.
Why does Made in Italy attract global brands?
History and recognizability: the name “Italy” immediately evokes artisanal expertise and taste
aesthetic. Local craftsmanship: Italian workshops preserve techniques that no machine can
replicate perfectly. Perceived value: global consumers associate Italian products with quality,
refinement and authenticity. Single production ecosystem: specialized supply chains, territorial clusters and network
of SMEs constitute an essential support for those who want to do contemporary luxury.
Made in Italy is no longer just a geographical origin: it is an attitude, an aesthetic language and a
competitive value on a global scale. From this heritage new collaborations are born, new
production strategies and brand stories that build their success starting from Italy do not
only as a place of production, but as a source of cultural authority and aesthetic distinctiveness.