What does 'made in Italy' actually mean?

Italians are unmistakable. They are recognisable everywhere, very attentive to pairings, fabrics and have a unique ability to combine and wear colours and garments. They have created styles and moods that stand the test of time. This is also evidenced by the exhibition at the Certosa di San Giacomo in Capri, a tribute to the style that has defined coastal summers for decades. It is a style that is recognisable everywhere. Along with the exceptional natural beauty of the area, it has helped create the myth of Capri holidays.

Many exhibitions around the world celebrate Italian style, from fashion to automotive and food.

Recently, Claudio Zaccardi, president and ceo of Boggi Milano, explained that his company's success also lies in overcoming the rhetorical myth of 'made in Italy' as solely local manufacturing. “Our strength lies in Italian ideas, taste and design, combined with the selection of the best Italian fabrics for clothing and entrusting production to highly certified international manufacturers,” Zaccardi told FashionUnited.

The issue of 'made in Italy' has recently returned to the headlines. A French court rejected a lawsuit filed by Kering and Bottega Veneta aimed at forcing Meta to remove a video on Instagram and Facebook that questions the use of the 'made in Italy' label by luxury brands.

The dispute, writes The Fashion Law, pitted Kering and Bottega Veneta against Meta Platforms Ireland Ltd. in an attempt to force the social media giant to delete a video challenging the use of the 'made in Italy' label by luxury brands. In the video, Istok Pavlovic argues that luxury products can legally bear the 'made in Italy' label even when only a limited part of their production, such as attaching a zip, takes place in Italy. In the May 2025 video, the digital marketing educator argued that consumers are often misled about where luxury goods are actually made.

At the heart of the conflict, as reported by the media outlet Glitz, was a video by Pavlovic. It showed a Bottega Veneta Jodie bag, without naming or attributing it to the brand, to explain how European regulations allow the 'made in Italy' label to be applied even to products predominantly processed abroad.

Beyond this episode, the 'made in Italy' issue has also become topical again due to various incidents of gangmastering, or alleged gangmastering, involving several Italian brands in recent months.

Should a brand alone guarantee quality or is more transparency needed?

In short, is it true, as some argue, that the brand alone should guarantee product quality? Or is greater transparency needed for the consumer? Certainly, with the digital product passport, the information available to the buyer will be guaranteed.

Regulation aside, however, should there be a shift in communication? Should brands be more precise about suppliers, production locations and what is meant by 'made in Italy'?

It seems so. It appears that to win the 'made in Italy championship', greater transparency is needed. This includes incorporating data, detailed and verifiable information into the brand's storytelling. The American magazine The Fashion Law (TFL), for example, in an article on December 11, 2025, wrote that for consumers, the assumption that 'made in Italy' equates to fair labour, quality craftsmanship and ethical production is no longer unchallenged.

“Until significant reforms are implemented, such as stricter supply chain surveillance and more precise legal definitions for origin labelling, 'made in Italy' will continue to function not only as a marketing tool and a smokescreen, but also as a source of potential reputational risk and legal fallout,” reads the New York-based publication. “The brand value and pricing power in this sector depend heavily on perceived authenticity, provenance and ethical distinction. When the 'made in Italy' designation is associated with exploitative labour practices rather than artisanal excellence, the premium price that consumers are willing to pay becomes harder to justify,” the magazine added.

Efforts are being made to move in this direction. For example, the many initiatives planned for the second edition of the 'Giornate della moda Italiana nel mondo' (Days of Italian Fashion in the World) are based on this premise. Cna Federmoda, together with the ministry of Foreign Affairs and International Cooperation, will bring 'made in Italy' to Montréal for 'Italia è Moda'. This is the first stop of the 2026 edition of the format promoted by the Farnesina. Scheduled from August 17 to 23, the initiative aims to enhance the heritage of the Italian fashion system, which is built on creativity and craftsmanship. The choice of Canada as the first market for the 2026 international tour reflects the country's growing importance for the sector.

The narrative surrounding 'made in Italy' is more inconsistent at the individual brand level. This is where the debate over the true weight and meaning of 'made in Italy' will be settled. Will the term signify a blend of artisanal savoir-faire, local production and homegrown creativity? Or will it come to encompass ever-increasing doses of 'Italian' style, taste, attitude and flavour, significantly reducing the percentage of local production?