Sunny days in Britain are a rare occurrence and growing up in London I became accustomed to always being prepared for cloudy weather and plenty of rain. The past few years has resulted in many of us spending much of our time stuck in doors and the absence of summer vacations has meant we have had to get creative about fulfilling our dreams of a sunny escape. Enter social media, a quick scroll through aesthetic Instagram pages and countless Pinterest boards and you will be transported to a dreamy Sicilian town. Now the world is opening up again, many tourists have flocked to Italy, lured by the perfectly curated ‘Mediterranean aesthetic’ we have been fed online, but where does this obsession with Italian aesthetics really come from?
Before the dawn of social media, aesthetic merchants gained inspiration from the big screen and there is a long list of box office hits and indie favourites that perfectly capture the stunning allure of the Italian lifestyle. Classic romance movie Roman Holiday starring Gregory Peck and Audrey Hepburn instantly springs to mind as the epitome of the ideal holiday romance. An American newspaper reporter and a rebellious princess are whisked away by the charm and seduction of Rome, a story that sounds fit for a Disney remake with all of the rustic appeal of a Mediterranean escape. The Talented Mr. Ripley, a movie I have watched more times than I could count, centering around a social climber who works his way into the glamorous and opulent lifestyle of a wealthy circle. The ending may not be quite as desirable as The Roman Holiday, but the picturesque Amalfi Coast location certainly is. Think al fresco dining in the garden of a beautiful, white-washed villa or soaking up the rays on a picture-perfect shoreline.
For many of us, movies such as these are our first introduction to the Italian dream. Perhaps what lures us most is something bigger than the delicious food or beautiful scenery. What we are presented with is a lifestyle and a feeling that ensues. Audrey Hepburn riding through the streets of Rome on a Vespa is the embodiment of freedom, something that us city dwellers experience very little of. Her ability to abandon the constraints of her royal lifestyle, mirrors our annual desire to escape the real world on a summer vacation. Similarly, the character of Tom Ripley travels to Italy in search of a new life and manages to become a stylish and sophisticated version of who he once was. The Italian aesthetic is far more than just moodboard-worthy images, it is an emotion that we are hungry to consume.
Italian fashion brands have picked up on this increasing obsession with the country’s aesthetic and have drawn on cultural traditions and style staples to deliver to the masses. Dolce and Gabbana have dominated the Italian fashion scene and created a Mediterranean mystique for the world to buy into. Sicilian native, Domenico Dolce imbues his love and appreciation of his hometown into the brand's DNA. Capturing the nostalgia, romance and sophistication of the Italian lifestyle, the brand has become synonymous with luxurious glamour, seductive silhouettes and opulent detailing. As the poster child for the Mediterranean fairytale, the brand won the hearts of Kourtney Kardashian and Travis Barker who earlier this year said “I do” in Portofino where the Kardashian clan were appropriately dressed in vintage Dolce and Gabbana pieces. Brands from Italy and beyond are incorporating the much sought after Mediterranean aesthetic into their approach prompting an onslaught of trending hashtags including #Italiancore and #Mediterraneangirlsummer. Our desire to embody the laid back energy and effortless glamour of the Italian lifestyle feels somewhat attainable through the media that we consume and the products that we buy.
Our obsession with Italian culture could be the product of a number of factors but it seems clear that it is somewhat of an escape. Its depiction of freedom, traditional rustic charm and sexy sophistication is a far cry from the hustle and bustle of everyday life and our desire to become the character that is all of these things even just for a while, has made the Italian lifestyle a cultural phenomenon for past and future generations. After all, who doesn't dream of being whisked off to a dreamy seaside town to eat spaghetti alle vongole dressed as Monica Belucci?
FAQs
With its rolling hills, deep valleys, and rugged coastline, there is no shortage of beautiful landscapes to explore, whether you appreciate the sea, the mountains or both. Italy's natural beauty is also not limited to its mainland. Its islands are equally stunning and offer a unique experience for tourists and locals.
What attracts people to Italy? ›
Many people choose it as a holiday destination every year, thanks to its rich variety of cities full of history and art, mountain landscapes, lakes, stunning coastlines, and clean beaches over the Mediterranean Sea.
Why is Italy so special? ›
Italy is well-known for its architecture, culture, art, opera, literature, film, and fashion. This is one of the best countries to go on a foreign tour. The country is known for its mesmerizing topography, pristine beaches, historical artifacts, monuments, and more.
Why do you love living in Italy? ›
Diverse Landscapes – In Venice you have the canals, in the north you will find the mountains and all around you will see the ocean. Indeed, the landscapes in Italy are incredibly diverse. Fashion is Everywhere – You don't need to be materialistic to appreciate the incredible sense of fashion in Italy.
Why is everyone going to Italy? ›
Not only is it a beautiful place, but it's shot so beautifully,” Katz said. “We live in a time when aesthetics and vibes are the markers by which people go by when choosing a vacation. People used to care about the activities and food, but now people find the aesthetics just as important.”
How popular is Italy for tourists? ›
With 65 million tourists per year (2019) according to ISTAT, Italy is the fifth most visited country in international tourism arrivals.
Which country visits Italy the most? ›
While Germany also ranked as the leading inbound travel market in Italy based on tourist spending, the United States reported the second-highest figure in that case, followed by France and the United Kingdom.
What is the number one attraction in Italy? ›
1. Colosseum. For travelers making their way through Italy, the Colosseum is a must see. This huge Amphitheater is the largest of its kind ever built by the Roman Empire and has remained a model for sports facilities right up to modern times.
What do Italian people value most? ›
One of the most prominent Italian values is without doubt family. They are usually larger in the south and considerably smaller in the centre and the northern parts of the peninsula.
What is the coolest thing about Italy? ›
So, here are some intriguing things to know about your new home.
- Italy is a surprisingly young country.
- Italy boasts the most UNESCO World Heritage sites.
- There are three active volcanoes in Europe, all in Italy.
- Italy is also home to the world's smallest country.
- Italians are innovative inventors.
Italians are known for their friendly nature, making visitors feel at home from the moment they arrive.
What is a secret fact about Italy? ›
Here are 100 fun facts that you might not know about Italy , its people, and its history: Italy is slightly larger than Arizona . Almost 20% of Italy 's population is over 65 years old. Italy borders Austria , France , Vatican City , San Marino , Slovenia , and Switzerland .
What is it like dating in Italy? ›
Although Italians are often openly flirtatious, they tend to date only one person seriously at a time. Moving in together after dating for a few months is more common for couples in their mid-thirties and older. However, younger couples tend to date for longer before taking this big step.
Why do Americans move to Italy? ›
Italy's enchanting appeal, woven into its rich history and picturesque landscapes, has captivated the hearts of many Americans seeking a change of scenery. The allure of sipping espresso in a charming piazza or strolling through historic streets is undeniably magnetic.
Why do Americans want to move to Italy? ›
Some, like Davis and Chewning, are moving because they prefer a slower-paced lifestyle full of food and beautiful vistas. Others are motivated by Tuscany's relative affordability, made even cheaper by a strong dollar — especially as the cost of living and retiring in the US has skyrocketed.
Why is Italy one of the most visited countries? ›
Its great historical and cultural legacy is evident in places like Rome, Venice, Milan, and Florence - some of the most famous Italian tourist cities – which fascinate domestic and international travelers with their rich artistic, architectural, and archaeological heritage.
Why are there so many American tourists in Italy? ›
Italy's tourist infrastructure is highly developed and tailored to American preferences. With English widely spoken and a robust hospitality industry, it's no wonder Italy is a top choice for American travelers. Italy's rich history, culture, and art have made it a staple in American education.
Is Italy good for tourists? ›
In general, Italy is relatively safe and very tourist-friendly.
Why is Italy the best travel destination? ›
Italy's rich history, culture, art, and architecture make it a popular tourist destination. The country is also famous for its delicious cuisine, wine, and fashion. Additionally, Italy offers a diverse range of landscapes, from the stunning Amalfi Coast to the picturesque Tuscany countryside.
