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Italian brand underwear pursuit of simple soft simplicity
Milan’s most renowned shopping district is nestled around the iconic Duomo and La Scala opera house. Inside a domed shopping center, I posed a question to the owner of an intimate apparel boutique: “Given Italy’s reputation for leading the global fashion scene, how do Italians interpret the culture of undergarments?†She gestured towards both sides, indicating that both Italian men and women appreciate lingerie, but they prioritize comfort and practicality over mere aesthetics or color choices. Women here typically opt for fabrics that are soft, breathable, and relaxed. During summer, tank tops and minimal coverage pieces are popular, with bras being less common as many feel that a fuller bust is a natural gift meant to be showcased rather than constrained. In fall and winter, they favor looser garments that provide warmth and ease of movement, often pairing these with nightgowns or suspender belts for bedtime.
The shopkeeper continued, noting that while there are numerous high-end lingerie brands in Italy, much of the production is actually exported to Eastern markets where there seems to be a greater emphasis on intricate designs. Interestingly, the same styles available in boutiques might retail for just 20 to 30 euros in stores but command prices ranging from 3,000 to 5,000 yuan in beauty salons abroad.
I then inquired further about whether Italian women particularly favored shaping or abdominal support pieces. The shop owner simply pointed toward passersby on the street, saying, “Just look at themâ€â€”and indeed, most Italian women I observed seemed confident and unembellished, even within the refined environs of La Scala itself.
When it comes to the distinctiveness of Italian undergarments, one must consider historical and cultural factors. During the Middle Ages, living conditions were such that even affluent households often shared spaces with servants, making modesty through full coverage a key feature of traditional lingerie. Additionally, Italy’s deeply rooted Catholic heritage contributed to a more conservative approach to intimate apparel. The rugged terrain, urban architecture, and flourishing arts culture also shaped a temperament characterized by restraint and precision.
Even today, despite shifting trends, many Italians maintain this philosophy when it comes to their underwear. Frankly speaking, how many people genuinely find semi-revealing lace garments more comfortable than simple cotton vests?
Of course, international lingerie producers continue to market Italian-made items as symbols of exclusivity and personal tailoring—echoing last year’s campaign slogan in Shanghai: “These premium undergarments are crafted specifically for you.†Implicitly, this suggests that what one wears beneath speaks volumes about individual identity and values.
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