Brand

La bella figura - the Italian preoccupation with appearance - has left its indelible stamp the world over. Where would we be without Italian style? No Armani or Prada; no Ferrari or Ducati. La dolce vita works for Italians and it sells abroad.

In Britain, Italian style is once again in the ascendant. After 40 years of America and France leading the world style stakes, Italy is back. Although it has been a long time in the making, Brand Italia has finally hit the British mainstream. The sweet life and everything that goes with it can now be consumed in cities, towns and suburbs across Britain - and we can't get enough of it.