This paper examines the way in which the presence of an “italian product” confirms and spreads itself in international exhibitions of the second half of the nineteenth century, showing the national style in some specific specialized areas, particularly in luxury and craftsmanship. The analysis unfolds along two parallel directions: on one hand, the effective presence of Italian exhibitors from a quantitative point of view; on the other hand, the way in which the Italian products were represented in some significant cases on the international illustrated press.