The idea of Made in Italy 2.0 goes beyond the “made in Italy” stamp; it is the new generation of Italian fashion. It is a return to Italian fashion produced within Italy as well as an embracing of new technology, allowing for collaboration between designers and labels as well as new advertising schemes designed to reach a global audience. It is a revitalization of Italian fashion that takes its cues from companies like Louisa Via Roma, who rely on ecommerce for much of their business and use social media to reach their target audiences, and H&M, who collaborate with a variety of high profile designers and have abandoned the traditional fashion seasons by unveiling new designs weekly. The importance placed on constantly changing trends is inspired by the ideals of the Italian Futurismo movement, which exalted all that was new, and highlights the close ties between fashion and art.