Fashion in Liguria has its own recognizable style. It is refined, with a conservative elegance that displays its own uniqueness and originality. It does not chase fickle passing trends, though it can be inspired by new prints and high-tech fabrics. The Ligurian fashion houses concentrate their efforts on detailing and on the cut. The Ligurian mentality is that a beautifully tailored dress will never be out of fashion. Sober colors alternate with bright contrasting tones, reflecting the traditions of this land which has for centuries clothed the royalty of Europe, and yet is the source of blue jeans – both the material and the name, jeans, Gênes is “Genoa” in French.