Made in Italy in fashion: between global perception and economic reality
Made in Italy is today one of the most recognized and appreciated commercial brands in the world.
In the fashion sector alone, it is worth approximately 105 billion euros in annual turnover (Italian Fashion System data – 2023), representing over 40% of European fashion exports.
Some key data:
- Italian fashion employs over 500,000 people
- 63% of global consumers associate Made in Italy with superior quality
- 57% connect it to craftsmanship and a traceable supply chain (source: Statista, 2023 survey)
- However, over 35% of products sold as “Made in Italy” are largely made abroad.
Maglificio Diana: 50 years of knitwear, vision, and practicality
In the heart of Tuscany, a few kilometers from Florence, Maglificio Diana has been operating for over half a century, an industrial reality with a strong artisanal soul.
And here, in 2022, Diana Studio was born, the in-house brand to translate all the knitwear factory's expertise into a contemporary style. A project that brings together technique, product culture, and a sustainable vision. The natural evolution of a tradition that looks to the future.
Made in Italy expressed through Manufatto Italiano
Manufactured in Italy is our identity statement. A line produced almost entirely in-house at Maglificio Diana, where every step—from design to finishing—is carried out with care and transparency.
The only exceptions are entrusted to highly specialized Italian partners, such as Casentino in the Marche region. This felted and combed texture is known for its durability and distinctive curly effect.
Our yarns: a choice that speaks of ethics
Every DianaStudio garment is born from a precise choice: to use only noble, traceable, certified yarns from the best spinning mills on the market.
Summary table of some of our yarn partners:
| Spinning | Yarn / Blend | Main features |
|---|---|---|
| Zegna Baruffa | Mousse / Merino + Cotton / Merino + Cashmere | Extra-fine merino wool, bouclé, or blended. Fine, soft, and durable. |
| L’Insieme Filati | Cashmere King / Dea / Miami | Compact and noble cashmere, high-performance blends, fresh and natural linen-silk. |
| Marchi & Fildi | Tizzana | Compact and noble cashmere, high-performance blends, fresh and natural linen-silk. |
| Servizi & Seta | OldClass | Linen and silk. Dry feel, structure, and natural shine. |
| MiroglioTextile | Flaxx | 100% low-impact Italian linen, traceable supply chain. |
Discover the Zegna Baruffa Mousse line:
Conclusion: a label is not enough
Today, the term "Made in Italy" is everywhere. But how often does this label truly convey an honest supply chain, conscious manufacturing, and tangible quality?
For Diana Studio, Made in Italy is a daily practice, not a communication strategy. We don't just say where a garment was made. We want to tell the story of who designed, spun, hand-linked, and inspected it.
With the Manufatto Italiano capsule collection, we decided to set an internal standard. Each piece in this line is the result of technical, artisanal, and cultural choices, creating an object that will accompany the wearer over time.
We've chosen the finest yarns available on the market. We've avoided industrial shortcuts. We've built an internal supply chain that protects the value of the product, the people, and the local area.
True Made in Italy isn't just seen on the label. It's recognizable with the naked eye. And you can feel it. And we strive to promote it with commitment and total transparency.