In this master thesis I will talk about how director Federico Fellini through his films superbly promoted Italian fashion, style and elegance on the world market. Fellini has collaborated with numerous fashion designers and thus created fashion trends that are still present today. It is inevitable that the film is a media channel which promotes and creates fashion, and Fellini masterfully knew how to create the fashion atmosphere in the film. Furthermore, I will explain how the costumes in his films greatly influence the characterization of the protagonists and explain the importance of fashion in film. Also, I will talk about Fellini's special connection with the media. Fellini directed commercials for famous world brands. After the characters from his films the terms have emerged that have become standard to the present day. In this thesis focus is on three of Fellini’s films (La Dolce Vita, Amarcord and Casanova) which have significantly influenced the development of fashion and fashion labels. I want to explain why Fellini showed such a fashion expression in his films and what he wanted to say through the actors and what semiotic message to convey. Also I want to explain how Fellini portrayed the social situation, what kind of political regime, why he brought irony into the harsh reality. Lastly I would like to explain why he considered precisely the choice of such clothing to be valid and what he wanted to create with it.