Design strategies and business models of milleninal fashion start-ups.

Contemporary Italian fashion combines the cultural, technical and technological DNA of tradition, breathing new life into it while tracing out its own, entirely original path. The paper intends to illustrate this by no means secondary phenomenon, analysing the language and nature of Italian fashion in the new millennium. It thus examines the brands and designers that are creating a new map of the sector and a new fashion system. The paper outcomes and results are based on a field study on more than 200 fashion start-ups created after 2000, mapping and modelling the new cultural and design dimensions of made in Italy, especially focusing on NewCos that have redefined the identity of the Italian fashion sector through innovative branding, creative, productive and retail strategies.