By the end of July, the Ministry for Enterprise and Made in Italy will present a draft law aimed at defining regulatory and financial tools to support fashion companies and facilitate the generational transfer of skills. The announcement was made by Adolfo Urso during the sixth edition of the “Fashion & Luxury Talk”, an event organised by RCS Academy and Corriere della Sera. The event explored the current phase of profound transformation in the sector, marked by global challenges, shifting consumer habits, and new opportunities tied to sustainability and innovation. Several major luxury players also took part in the discussions. Diego Della Valle called for solid guarantees for Made in Italy, while Francesca Bellettini highlighted the importance of a clear and optimistic action plan.
Diego Della Valle: guarantees are essential
Minister Urso stressed that the decline in consumer spending, combined with geopolitical complexity, is having a significant impact on the fashion industry. For this reason, the government intends to act to safeguard the values of Made in Italy and the excellence of Italian production. Diego Della Valle, Chairman of the Tod’s Group, underlined the need to protect the entire production chain, ensuring social stability and preserving local communities — elements that are crucial to maintaining uniqueness and quality. To respond to such an uncertain landscape, Francesca Bellettini, Deputy CEO of Kering, suggested an approach rooted in “active optimism”. “We need optimism, a clear action plan, and the willingness to challenge ourselves”, she said.
A focus on experiences
The conversation then turned to the ongoing transformation of international markets and the brands capable of quickly adapting to consumers’ evolving expectations, which increasingly prioritise sustainability and personalisation. This shift towards an experience-driven economy is involving sectors such as travel and hospitality. One example is the conversion of a former archiepiscopal’s seminary into Portrait Milano, described by Salvatore Ferragamo as a successful transformation of a historic site into a place of social interaction and hospitality for Milanese residents.
Equally important is investment in skills. Andrea Rosso of the OTB Group urged the industry to rethink the rhythm of fashion by introducing a culture of sustainability and focusing on technological innovation — particularly in material recycling. Communication also remains crucial to brand value, as emphasised by Rocco Iannone of Ferrari Lifestyle: “Brand extension is only possible when a brand holds cultural significance”.
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