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FASHION AND DOLCE VITA
With its fairytale atmosphere, all sunsets, ruins, basilicas and Mediterranenan flavours, Rome was transformed into the land of impossibile dreams. It would go down in history as "Hollywood on the Tiber", the international capital of fashion. Movie stars flocked to Rome shoot in the studios of Cinecittà . Between one take and the next they stopped off at the ateliers (Valentino and Gattinoni), that had opened up in the capital.
Thanks to these exceptional models, Italian creations were given coverage in international magazines helping to make Italian style great all over the world.
To all this it followed the Dolce Vita, a style of life characterized by trends and icons of contemporary Italian culture which can be breathed today and nowadays through the wellknown Via Veneto, Via Condotti or in the artistic coffee house Caffè Greco of Rome.
And fashion as well as the Italian style live in Milan too, where twice a year there are 250 collections on display in order to make appreciate the label "made in Italy" that represents creativity and quality.