over Europe, although it was later banned in France. Other styles like shoul-
der pads were also invented in this period.
However, the biggest influencers of fashion and culture in this era were the
Italians. Italy’s re-emergence as a strong force in fashion after the Roman
Empire was heightened by the county’s riches, particularly in Rome, Florence
and Venice. Florence became a major centre of jewellery production and trade
in this era. Also, Italy’s textile industry which produced the best silk in
Europe grew significantly and contributed to the development of the conti-
nent’s fashion and lifestyle authority. In addition, the Italian government rein-
vested in fashion and culture using the revenues from textile mills to fund
numerous projects.
This Renaissance period also witnessed the emergence of the Grande
Aristocratic families who highly influenced fashion and society and can be
likened to the celebrities of today. Notable of these are the Italian Gonzague
de Montoue and Medici families who lived in splendour and majestic habits
to the marvel of the society. The citizens emulated their fashion style and
lifestyles in the same manner that the current consumer society follows the
lifestyles of celebrities.
All over Europe, luxury and art were being fused and the notion of beauty
became an obsession. Women were ready to do anything to be beautiful and
their influence in both fashion and society began to develop. The demand for
beauty was so high that as early as 1582, a beauty book was written by Jean
Liebaut, a Parisian doctor, titled L’Embellissement et Ornement de Corps
Humaine (The Improvement and Beautification of the Human Body). Also,
high-society women had exclusive clubs where new fashion and beauty prod-
ucts were previewed. This can be likened to the current Trunk Shows and Pre-
collection Shows organized by luxury brands like Fendi and Burberry.
Seventeenth-century baroque fashion
The Renaissance period was the age of Italian influence, while the Baroque
era which existed between 1600 and 1750 was the century of France. This
period witnessed the prominence of France and the French lifestyle in Europe
and the rest of the world. The high influence was made possible by the King
of France, Louis XIV, who is often referred to as, ‘Le Roi Soleil’ (The Sun
King) or ‘Louis Le Grand’ (Louis the Great). He was an exceptional ruler
who reigned for 72 years and had enormous political, economic and cultural
strength that enabled him to position France as a major force of global poli-
tics, economy, lifestyle and fashion. He portrayed a sophisticated and refined
taste, lifestyle and product choices, ranging from fashion, food, art, theatre
and literature. The reign of Louis XIV from 1661 marked the return of
opulence and exuberance and his tastes in luxury influenced the royal fami-
lies and aristocrats of the entire continent.
chapter 2 21the history of luxury fashion branding