I'm a Milan-Based CEO—6 Cool Trends Italians Are Wearing Right Now


(Image credit: @chiarolac)

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. 


(Image credit: 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.

Saccharine Footwear


(Image credit: @chiarolac)

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. 

Statement Tights


(Image credit: @chiarolac)

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.

Double Denim


(Image credit: @chiarolac)

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


(Image credit: @chiarolac)

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.

Bomber Jackets


(Image credit: 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.

Colorful Crochets


(Image credit: @marcorambaldi_)

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.

Shop Chiara's favorite Espressoh products

Next, 8 Shoes Fashion People Are Wearing With Spring’s Biggest Skirt Trend

Assistant Shopping Editor
Ana Escalante is an award-winning journalist and Gen Z editor whose work ranges from dissecting size inclusivity at fashion week to discussing how American Girl Doll meme accounts are the the answer to society's collective spiral. She's covered it all: Queen Elizabeth II's corgis, Roe v. Wade frontline protests, and the emergence of jorts (or jean shorts for the uninitated). At Who What Wear, Ana is responsible for delivering smart, insightful, personality-driven shopping guides and trend features for a digital-first generation.Before joining Who What Wear, Ana was Glamour magazine's editorial assistant, where she focused on daily news and special packages, including leading the brand's 2022 Met Gala coverage. For more than half a decade, she has covered style, beauty, and digital culture for publications such as Paper magazine, Harper's Bazaar, Vogue Japan, and Allure, among others. Ana has been called a rising star in media by publications such as Nylon and Teen Vogue. (Her mother, meanwhile, calls her "the coolest person" she knows.)