I'm a Milan-Based CEO—6 Cool Trends Italians Are Wearing Right Now
I'm obsessed with a few Italian things: Cannolis, for one. MTV's Jersey Shore, for another. While I can count the amount of cool girl fashion brands that have taken over the hearts and minds of Who What Wear editors, there weren't any cosmetics brands on my radar until I stumbled upon Espressoh— a minimalist fun foray into bright colors, dewy products, and a "your skin, but better" philosophy that's revolutionized the makeup game within the United States. While we have brands like Glossier, Merit, or Saie, Espressoh is one of the few cool girl brands dominating the market. As usual, you'd have to thank founder Chiara Cascella and her team for that.
"I was working in Paris for the number one multinational beauty company and realized how important is the make-up industry in Italy: about 65% of color cosmetics worldwide is actually sourced and produced in Italy and there wasn’t any independent digital, native Italian brand and I was like “we need one!," Cacella told Who What Wear. Thus, her Italian brain-child was born.
The brand's influence in Europe has only grown since coming to fruition over the last few years. While their glassy blush went viral on TikTok for it's cherub-esque flushed affect (and promptly, sold out), their in-store experience has only blossomed. They're bringing the brand stateside with pop-up beauty counters in Los Angeles after successful tours in Rome and Bari, opening in late March.
Photo:Courtesy of EspressOh. Pictured: Ciao DiscOh palette ($29), inspired by Italian nightlife and glittery, luxe aesthetics.
Everything is intentional— from the shade names (pummarò, my go-to spring red, is the name of a nostalgic, jarred, tomato purée sold at grocery stores) to the smell of coffee embedded into the formulas. Just like Italian fashion, the brand and Cacella aren't afraid to play with color eyeshadows and pigments in their every-day looks. Oftentimes, the best on-trend outfit is accentuated by a bit of glitter here and a bold purple lip there. It's the Italian way, Cacella explains. Just like her makeup, her personal style is a mix of home-grown brands and emerging, fun designers to add a bit of personality into her look.
While we've written about spring style here at Who What Wear, we haven't unlocked the fun, saccharine world of Italian trends and self-expression this season. A quick browse at Cacella's Instagram will tell you all you need to know: Italians love having fun. Her outfit of choice this year: "This spring I am obsessed with colorful yoga unitards and an oversize blazer on top, and I can wear heels, sneakers, flats or loafers depending on the occasion," she explained, alluding to the exciting, trendy nature we've come to embrace thanks to beloved Italian brands like Miu Miu and Bottega Veneta.
Below, shop all the trends the cool Italian fashion crowd is loving right now, straight from the source herself.
Cascella told us that just like in the United States, ballet flats are making a huge comeback in Italy, especially bright, colorful pairs that add zest to any outfit.
You only have to take a quick look at Italian brands' runways to see the newfound obsession with brightly-colored tights. While our editors have embraced cherry-colored socks and tights, this vibrant purple on Cascella is so dreamy.
Canadian tuxedos, move aside: Italians are reclaiming the denim-on-denim look for themselves. A monotone look feels incredible chic, especially when paired with one of Espressoh's bold lip colors or metallic shadows.
Midi Skirts and Tank Tops
There's nothing more Italian than living 'la dolce vita days' on the Amalfi coastline. For spring and summer travels, Cascella is wearing the easy outfit combo adored by a ton of fashion people.
Photo:Getty Images. Pictured: A guest at Milan Fashion Week Fall/Winter 2023.
Bomber jackets are a natural cool girl staple. Wear them out some worn-in pants, slouchy sweaters, and statement footwear to add a sophisticated edge to your outfits.
Italian girls love color, and according to the beauty founder, Italian emerging designer Marco Rambaldi has some of the best pieces on a market to accomplish a similar cool girl look.
The brand's latest launch has captured my heart with this goregous, lightweight lipstick.
After stalking Cascella's Instagram, I've been influenced to pick up one of these and wear the silver 'disco ball' shade with every outfit.
- Explore More:
- Spring Fashion
- Spring Trends