After the second world war, the Italian society was slowly adapting to American culture. This change was a result of the relationship between the USA and the cristian democrat government and also the Marshall plan, which was put in place for the betterment of the economical situation in which at a point in time developed into a "boom" in the sixties. Before this great economical growth in Italy, Italy whole heartedly accepted the penetration of American culture in its society by so allowing its people to practice consumism with high level of collective well being. The Italian society quickly after the second world war was composed of simple persons who lived essentially. The concept of neorealism has made unknown people into famous personalities like the film entitled "Roma Citta' Aperta" with Rossellini, in which the protagonist is Pina, a poor mother who hadn't got any money while the antagonists, the Germans, had a lot of money, nice things,wine and good cloths. Also after the war the Italians had the opportunity to see the glamour of Hollywood in the cinema, and many Italian actors worked to make films, like "Roman Holidays" in which the protagonist was Adrey Hepburn. When the actors arrived in Rome, the public followed and admired them. The Americans were in fact rich, they bought expensive things and drove very nice cars.

But the economic situation in Italy was still terrible, and many Italians could only dream of American life style. We can see for example in the film "Ladri di Biciclette (1948)" by Vittorio de Sica, when one of the protagonists was pasting the poster of Rita Hayworth in Gilda while outside there was a thief who was stealing his bicycle. In the film "Riso Amaro"(1948), the protagonist is a woman who loves the gossip magazine, photo romantic, the boogie-woogie and jewels, but has no money, like many Italians in that period. The symbols of American culture were everywhere, but neorealism was against Hollywood. With the relaunch of the economy, the social classes change. The diffusion of cars with small cylinder, like the famous Fiat 500, tricycles, like Vespa and Lambretta and domestic appliances. Women had a lot of time to follow fashion. With the "boom" the public sector was also developed. Instead the role of the mother was very important under the fascisti, the promotions used sex appeal. The "Dolce Vita" of Fellini shows the transformation of our culture into a culture similar to that of the Americans, with actors, "paparazzi", scandals and nice cars.

Until the Second World War, jeans remain a working dress, and then become, after the war, a normal garment, in Europe at the end of the War, with the American army winning. Shortly after the American cinema of the'50s jeans came in the homes of young idols together with the first film and rock'n'roll idols: from James Dean to Elvis Presley. During this period jeans became a symbol of youthful rebellion, gangs, the desire of young people to distance hypocrisy of the adult world. The "Sessantottini" choose a blue uniform trousers. In the late'70s, with the decline of dispute, the various brands took possession of the jeans, as head of elegant clothing. During this period the famous pants spread among young people all over and become the trousers preferred by young people, the most brought up. Starting from the'80s any company produces a clothing line jeans.