The Made in Italy

Made in Italy

Made in Italy is a merchandise mark used since 1980 to state the Italian excellence in the “Four A”:  Abbigliamento (clothing), Agroalimentare (food), Arredamento (furniture) and Automobili (cars).

Since 1999 the label Made in Italy began to be protected by associations such as the Institute for the Protection of Italian Manufacturers and regulated by national laws.

In 2009 the Italian law stated that only products totally planned, manufactured and packaged in Italy are authorized to use the labels Made in Italy or 100% Made in Italy. Its illegal use is condemned by the Italian law.

Made in Italy is the third brand all over the world for notoriety after Coca Cola and Visa. The Italian products are associated with quality, care to detail, creative design, durability and high specialization, elegance.

Google Cultural Institute, in partnership with the Italian government, promotes Made in Italy by an online project which uses virtual showrooms about well-known Italian products.

The Made in Italy ambassador


According to Brand FinanceFerrari is considered the most influential and powerful brand worldwide and the Made in Italy ambassador.

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The Italian sports car manufacturer based in Maranello, founded by Enzo Ferrari in 1939, built its first car in 1940. Since the beginning, Ferrari has raced in Formula One through its Scuderia Ferrari winning several championships.



Italian fashion design, expression of creativity and craftsmanship excellence, is famous all over the world. Armani, Dolce & Gabbana, Fendi, Fiorucci, Prada, Valentino and Versace are just an example of the most famous Italian fashion designers.

Italian luxury goods are well-known for the high quality of the textiles, the insurmountable elegance and refinement of the clothing.

Food and beverage


According to a survey by Doxa, the food industry is the sector that best represents Italy in the world, even better than fashion, design and cars. Barilla, Parmigiano Reggiano, Perugina and the espresso are the top brands in this field.

Italian espresso holds the world record and a business of €5 billion on the production sector. Italy is the second importer of coffee beans in the world and the second consumer of coffee behind Germany only.

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Poltrona Frau Showroom, Milan.

Poltrona Frau Showroom, Milan. Photo by

Italy boasts the leadership in design and is a trendsetter in furniture design. Its uncontested king is Poltrona Frau, known for its catalogue of iconic furniture designs, consisting of the Vanity Fair armchair and the Dezza armchair designed by Gio Ponti in 1963.

Poltrona Frau has designed the seating for the Walt Disney Concert Hall in Los Angeles and the leather interiors for automobiles since 1988, such as Alfa Romeo, Ferrari, Maserati and Chrysler.

Automobile industry 

piaggio vespa

The Vespa, worldwide most popular motor scooter, is a timeless icon who wrote the tradition of our country, from cinema to television.

With its soft lines and its perfect functionality, it is a myth that still represents the Made in Italy in the world. The Vespa became the symbol of post-war years appearing in many movies such as “Roman Holiday” by William Wyler, with Audrey Hepburn and Gregory Peck crossing the capital aboard a memorable white Vespa.

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