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Italian brand underwear pursuit of simple soft simplicity
The bustling commercial district surrounding Milan's Cathedral and the historic La Scala Opera House is renowned for its vibrant shopping scene. Nestled within a domed shopping complex, I found myself inside a quaint lingerie boutique, speaking with its charming owner. Curious about how Italians perceive the art of undergarments, I asked her, "With Italian fashion leading the global trend, how do Italians interpret the culture of underwear?" She gestured in both directions, emphasizing that both Italian men and women adore lingerie but prioritize comfort and functionality over mere aesthetics. Italian women tend to focus on fabrics that are soft, breathable, and relaxed. During summer, they often opt for simple camisoles, rarely pairing them with bras unless necessary. They believe that a full bosom is a gift from nature and should be showcased rather than hidden away beneath elaborate designs. In contrast, autumn and winter call for bulkier undergarments to provide warmth and ease during physical activities.
The shopkeeper continued, explaining that while many high-end lingerie brands operate in Italy, much of their production is exported to Eastern markets where there seems to be a stronger emphasis on intricate designs. Interestingly, the same items displayed in local boutiques might retail for just 20 or 30 euros, yet fetch exorbitant prices—up to 3,000 to 5,000 yuan—in beauty salons abroad.
When questioned about preferences for waistlines and midriffs, she simply pointed towards passersby on the streets, saying, "Just look at them." Indeed, most Italian women I encountered appeared naturally confident, unbothered by minor imperfections. Even within the refined audience of La Scala, appearances remained refreshingly honest.
Historically, Italian attitudes toward underwear reflect deeply rooted traditions. During the medieval era, wealthier households often shared spaces with servants, prompting the adoption of modest, generously cut undergarments as the norm. Furthermore, Italy’s strong Catholic influence fostered conservative views on women’s attire, reinforcing the idea that overt displays of allure held little importance compared to genuine affection.
Despite modern shifts, this mindset persists. Frankly, how many individuals genuinely feel more comfortable in sleek lace garments versus loose cotton pieces? Nevertheless, luxury lingerie producers persistently market their products globally under the guise of exclusivity. Last year, an Italian brand launched a campaign in Shanghai with the tagline, “These top-tier undergarments are tailored specifically for you,†subtly implying that what one wears reflects personal identity rather than mere fashion trends.
Women's one-piece ski suits, often referred to as "snow suits" or "ski jumpsuits", are a type of clothing designed specifically for skiing. They combine warmth, waterproofing and breathability in one garment, providing complete protection from cold winds and trapped moisture. They are usually one-piece designs that include a hood, gloves, and footwear, forming a single unit that allows skiers to move freely while performing difficult maneuvers.
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