From the prospects regarding travel tendencies in 2021, Italy – as already happened last sommer – is expected to be the main destination for the travels of Italians, which during this last period have discovered, or rediscovered, its suggestive places and villages.
The desire to discover the most hidden corners of our country has also involved the most important international fashion houses, which have chosen Italy as sets of their advertising campaigns, selecting non-mainstream places really close to us.
The first case, more “close” to us in every sense, is the one of Dolce e Gabbana’s spot called Devotion: the fashion house returned to Sicily last summer to create a real short set in Villa Valguarnera near Bagheria , with Ennio Morricone’s music and directed by Giuseppe Tornatore, who was born in Bagheria.
Another fashion brand that chose Italy and the Italian excellence in the movie sector is Dior with its “Il Castello dei Tarocchi”, a 15-minute short film that speaks about the new haute couture collection with Sammezzano Castle near Florence, as location, which is characterized by a particularly eclectic and original style that has been able to give the spot the esoteric and mysterious imprint that director Matteo Garrone wanted to communicate to the public.
The same trend is also used by Gucci, which in the past has accompanied us on a journey to Italy with a glamorous taste but also focused on the very essence of the country, portrayed in its most genuine expressions: if two years ago the brand chose as set the baroque ruins of Canale Monterano near Rome, last summer it was Umbria that welcomed Gucci in La Scarzuola, an architectural project in Montegabbione.
The two-year period 2020-2021 is therefore marking a new union between fashion and Italy, which goes beyond the obvious symbols that characterize Italian fashion but rather seals a new path made of Italianness and authenticity typical of Made in Italy, elements that are captuirng the attention of travelers in this very particular period.