Italy is soon to announce an initiative worth €20 million to strengthen their relationship with the United States. The initiative will include trade shows, special events, services, assistance; and a major media campaign regarding textiles, fashion and leather goods exports. The rapidly increasing exports to the US ($5.6 billion in 2014) and the hope for cashing on the influential youth culture is a major reason behind the birth of the initiative. This initiative is also expected to boost the ‘Made in Italy brand’, which highlights the high quality of the country’s products. Read full article here.