Italian Vacation Aesthetic Becomes a Trend in Fashion and Pop Culture

Fedez's summer hit "La Dolce Vita" with Tananai and Mara Sattei features a retro video styled by Giulio Casagrande, evoking 1960s Italian beach culture with Gucci outfits. The aesthetic of Italian summer holidays from the 1960s to 1980s has resurged in cinema, with films like "Call Me by Your Name" (Luca Guadagnino, 2018), "L'incredibile storia dell'Isola delle Rose" (Sydney Sibilia, 2020), and "È stata la mano di Dio" (Paolo Sorrentino, 2021) celebrating beach cabins, colorful umbrellas, and jukeboxes. Sociologist Nello Barile of IULM University attributes the trend to deglobalization, where post-pandemic and war-induced sobriety drives domestic tourism to Italian destinations like Capri, Rimini, and Forte dei Marmi. Fashion brands have embraced the trend: Prada's SS22 menswear show featured a Sardinian beach setting; Emilio Pucci's SS22 collection "La Grotta Azzurra" by Camille Miceli honors Capri with model Vittoria Ceretti; Etro opened a boutique in Capri and partied at Taverna Anema e Core; Versace's beachwear campaign "La Vacanza" shot by Camille Summers-Valli in Liguria includes Iris Law. Donatella Versace emphasizes luxury as expression of beauty, seduction, and fun. The 2022 summer is predicted to be a "kilometer-zero" season, celebrating local Italian beauty.