Who knew that the rolling hills of Tuscany could be a playground not just for wine enthusiasts but also for fashionistas looking to strut their stuff amidst vineyards and wine cellars? Imagine a scenario where your day begins with a glass of exquisite Tuscan wine in hand, surrounded by the lush vineyards & a promise of many more vineyards to visit, and you find yourself pondering the eternal question: "What to wear?" Fear not, for Tuscany has a charm that effortlessly blends the sophistication of wine culture with the allure of fashion trends. There are many lenses by which we can view that parallel to ensure that every bend you take in the vineyard reveals a palette waiting to be translated into your wardrobe.
In this blog post, we adventure beyond the vineyards & wine cellars to uncover this fascinating intersection and unexpected connectivity with the world of fashion in the picturesque region of Tuscany.
UNDER THE TUSCAN SUN
If you have not read the novel or seen the movie adaptation of Under the Tuscan Sun, I'd recommend giving it a watch/read. The overarching narrative of the film is about the protagonist's journey of self-discovery and transformation. Much like the self-discovery I hope you explore with your closet after this post, ha! The unique element uncovered by the movie adaptation of Under The Tuscan Sun is a color palette that serves as a visual guide to the everyday Tuscan fashion we've come to know. When people visualize what life in Italy looks like, this film jumps to the forefront of their mind...and google searches!
In the film, the town of Cortona holds significant importance. This charming town in Tuscany, Italy, is known for its picturesque landscapes, historical architecture, and rich cultural heritage. Cortona only recently became an official DOC in the early 2000s. The area has 14 approved grape varieties for wine production, but Syrah is the area's reigning crown jewel. Through its depiction in the film, Cortona has become synonymous with the idea of starting afresh, embracing new beginnings, and finding happiness in unexpected places. It serves as a backdrop for scenes set in local markets, vineyards, and quaint villages, where we are introduced to traditional Tuscan fashion elements like earthy colors, natural fabrics, and artisanal craftsmanship.
The rustic yet elegant clothing worn by the characters in the film reflects the timeless and effortless charm of Tuscan fashion, characterized by a blend of casual sophistication and rural simplicity. Neutral colors like cream, white, electric blues, rich browns & olive greens accent geometric and sometimes abstract patterns. While the demure approach to Tuscany's aesthetic depicted in this movie rightfully aligns with the modest nature of the locals' favorite wines, there is also a take that leans into luxury the same way creators of the Super Tuscans did to appeal to a broader audience.
FASHION HOUSES & SUPER TUSCANS
In Tuscany, one could argue that the wine industry took cues from the high fashion houses of the region (or vice versa, a real "what came first, the chicken or the egg" scenario) to capture a broader American and global audience by introducing a category known as Super Tuscans. These wines deviated from traditional Italian winemaking by incorporating international grape varieties such as Cabernet Sauvignon, Merlot, and Syrah, alongside the native Sangiovese. The adoption of international grape varieties in Tuscany's winemaking, particularly in the form of Super Tuscans, helped the region broaden its appeal and establish a strong presence in the global wine industry. The introduction of Super Tuscans allowed Tuscan winemakers to position their wines at higher price points, similar to the luxury fashion brands in the region, attracting a more affluent consumer base. Super Tuscans quickly gained critical acclaim for their quality and uniqueness, further solidifying their status in the global wine market.
FUN FACT: The fashion and textile industry are the pillars of the Florentine economy, with a turnover of 25 billion euros & 60 % of that profit intake deriving from abroad.
Tuscany is home to several renowned fashion houses known for their exquisite designs and craftsmanship. These 5 prominent fashion houses based in Tuscany have made significant contributions to the global fashion industry, showcasing the region's rich heritage and craftsmanship:
Gucci: Founded in Florence in 1921, Gucci is one of the most famous luxury fashion brands in the world, known for its iconic handbags, shoes, and ready-to-wear collections.
Salvatore Ferragamo: Another iconic Italian brand, Salvatore Ferragamo was established in Florence in 1927. It is renowned for its innovative shoe designs and high-quality leather goods.
Emilio Pucci: Founded by the Marquis Emilio Pucci in the early 1950s, this fashion house is known for its vibrant and colorful prints, particularly in its ready-to-wear and accessories collections.
Roberto Cavalli: Known for his bold and glamorous designs, Roberto Cavalli is a prominent Italian fashion designer based in Florence. His brand is celebrated for its exotic prints and luxurious fabrics.
Stefano Ricci: Specializing in luxury menswear, Stefano Ricci is a Florence-based fashion house known for its impeccable tailoring, high-quality materials, and sophisticated designs.
When comparing the creation of Super Tuscans in Italy and the efforts of the 5 major fashion houses in the region to enhance the global appeal of Italian products, we can draw parallels in their overall strategies and objectives.
FOCUS | Innovation + Creativity | Prestige + Exclusivity |
Super Tuscan Producers | Winemakers blended traditional Italian grapes with international varieties to create unique, high-quality wines that appealed to a global audience. Ornellaia, Sassicaia & Tignanello are key producers. | By deviating from strict winemaking regulations, Super Tuscans positioned themselves as premium, exclusive wines coveted by connoisseurs worldwide. |
Fashion Houses | Designers combined traditional Italian craftsmanship with innovative techniques and modern aesthetics to redefine high fashion and attract international clientele. | Through haute couture collections and luxury branding, the fashion houses established themselves as symbols of elegance and sophistication, appealing to elite customers globally. |
To wrap up this comparison, both the creation of Super Tuscans and the efforts of the major fashion houses in Italy aimed to enhance the global appeal of Italian products by embracing innovation, exclusivity, and quality while leveraging effective marketing strategies to reach a broader international audience.
STYLE HACKS: TUSCANY
After all that chatter about the parallel journey of high fashion houses & Super Tuscans, and the visual guide established by Under the Tuscan Sun, we are now armed with the knowledge needed to apply this to our own wardrobe selections. BUT we have understand one more element that is essential to both the fashion & wine of Tuscany: normcore.
In the realm of fashion, "normcore" refers to a style trend that embraces simplicity, modesty, and a lack of pretentiousness. It involves choosing basic, unremarkable clothing items over flashy or trendy pieces, aiming for a look that is intentionally plain and unassuming.
When we apply the concept of normcore to Tuscany, we can draw parallels between this fashion trend and the region's wines. The wines of Tuscany are often described as rustic, simple, and modest, focusing on quality and tradition rather than flashy labels or marketing gimmicks. This connection highlights the idea that both fashion and winemaking in Tuscany prioritize authenticity, heritage, and a timeless appeal.
In Tuscany, just as in normcore fashion, there is a deep appreciation for the beauty found in simplicity and a rejection of unnecessary extravagance. This shared ethos underscores the enduring charm and allure of both Tuscany's wines and its fashion choices. Â
Wine in One Hand, Style in the Other: Whether you're exploring historic vineyards or enjoying a cozy evening in a rustic trattoria, opt for relaxed yet chic ensembles that transition effortlessly from day to night. Every outfit should feel as if you threw it together without much pomp & circumstance, summed up by the italian phrase "sprezzatura".
Consider Fabrics: Soooo many textures to play with. Fresh linen + knitted materials are very breathable and aid in looks that will transition from start of the day to end of the day. I can't stress how versatile this particular fabric is as you can dress it up or down with ease. Avoid heavy materials like leather unless it is just a component of your accent pieces.
Statement Pieces: The creation of visible silhouettes is key in Italian fashion in general. The main pieces of your outfit should add length or dimension to your body without necessarily needing multiple layers to create the effect. Wide legged/flared pants, a double-breasted blazer (cinched or oversized would work) & lightweight sweater vests or cardigans (sometimes called dusters when shopping for lighter material).
Accessorize, Accessorize, Accessorize: Channel your inner Italian flair with statement sunglasses, a classic leather handbag, and a touch of sparkle to elevate your look from vineyard casual to Tuscan chic. I recommend belts with eye catching buckles (think Gucci belts), sculptural earrings, wide brimmed hats and big framed sunglasses like these from Kimeze.
Blend In with the Scenery: Take cues from the vibrant landscapes by incorporating rich colors and textures into your outfits. As noted in earlier sections, neutral colorways are more commonplace with emphasis on electric blues, cream & beige, summery yellows, pale reds, white and olive greens. When opting for darker colors, the use of patterns will be your friend. Floral & abstract patterns would be my recommendations especially against mostly black ensembles. If you need some more visual aids, the How To Capture The True Essence of Tuscan Style would be worth taking a look through, specifically for my ladies reading!
FASHIONABLY EVER AFTER
Italy as a whole beckon both wine lovers and fashion enthusiasts to embrace a lifestyle where every sip and every outfit tell a story. Tuscany isn't just a destination—it's a canvas where fashion and wine converge to create a masterpiece worth experiencing. So, if you ever find yourself wandering through the sun-kissed landscapes of Tuscany, wine glass in hand, you'll be donning your chicest attire thanks to your favorite Wino.
Cheers,
The Certified Wino
You might also like: With Love, Tuscany (a wine focused dive into the region)
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