The Fashion District in Rome
By Roma Cervino
The final days of our research excursion took place in Rome, a city full of fashion, art and history. During this last stop I paid a visit to Romes’s fashion district which is spread across Piazza del Popolo and Piazza Venezia in a triangle-like position. Stores included Chanel, Gucci, Prada Miu Miu as well as other outlet stores and fast fashion brands like H&M and Brandy Melville. These are located by the Spanish Steps, a beautiful historical landmark. The combination of popular stores and beautiful buildings makes for a bustling tourist oriented environment that caters toward consumption.
At the beginning of the Mosaic, we visited Milan’s fashion district, and the difference in my observation abilities is fairly significant. For instance, while visiting Gucci in Milan I wasn’t as sure what to observe. I was intimidated by security and felt misplaced in such an expensive luxurious space. However, the knowledge we gained since those first days in Milan about the fashion industry and how the clothes are produced opened my eyes to the reality of luxury.
A lot of ideas I had about luxury fashion were misconceptions, so looking at the Rome fashion through a new lens was really interesting. I’ve learned that brands like Versace, Gucci, Prada mass produce clothing in factories and that luxury doesn’t necessarily equal quality. Most clothing items I observed physically in the store were made from polyester and other synthetic fabrics. On top of that the final price point is much much more than the cost of production. When talking with workers in Prato and Florence I also learned that even luxury brands that make millions of dollars don’t always pay their workers fairly.
Additionally while perusing in the Prada store I noticed that one of the coats on the rack was stained. People are paying high prices for a status symbol that doesn’t even contain artisanal, sustainable or rare qualities. In fact, these brands are over producing like any other brand/company which inevitably leads to waste. There is a mystification and glorification of luxury companies that I now feel is unwarranted thanks to what I’ve learned on this trip and once seen cannot be unseen.