Rome is widely recognized as a world fashion capital. Although not as important as Milan, Rome is the world's 4th most important center for fashion in the world, according to the 2009 Global Language Monitor after Milan, New York and Paris, and beating London.Major luxury fashion houses and jewelry chains, such as Bulgari, Fendi, Laura Biagiotti and Brioni (fashion), just to name a few, are headquartered or were founded in the city. Also, other major labels, such as Chanel, Prada, Dolce & Gabbana, Armani and Versace have luxury boutiques in Rome, primarily along its prestigious and upscale Via dei Condotti.