The Italian shoe industry association, Anci, has launched an interesting new initiative to promote the “made in Italy” concept among Italian consumers during the Christmas shopping season. In a glamorous framework, a team of shoe shiners will offer its services free of charge in the shopping streets of three Italian cities – Rome, Turin and Milan – starting next Friday, but with a catch: the clients must persuade them that they are wearing shoes made in Italy. Promoted through Facebook and associated with a lottery, the service has been organized by Anci in cooperation with Rosalina Dallago, a former model who has opened an elegant, much-publicized shoe shine parlor on via Lucina in Rome, close to the Italian Parliament. It is called Sciuscià Chic, after a famous old Italian movie.