GLAMOUR AT A FAIR PRICE:
The Italian Way of Life
By Ted Layton
I have lived in many places around the world. And even though I am an experienced traveler with a very open mind, I cannot seem to avoid experiencing some level of culture shock when I live in a new country. From nude bathing in Stockholm, public spitting in the Dominican, the burning of effigies in Ecuador to the Day of the Dead in Mexico City. There is always something new, strange or extremely fascinating to be found in every culture.
It took me a while to find the subtle cultural difference between Italy and the rest of Western Society. Overtime, I found that the most interesting and, in some ways, most refreshing thing about Italian Culture is their adamant desire to not fill their lives (and homes) with consumer products. They don’t have a second car or a flat screen TV in every room in the house or cell phones for every member of the family, as are the expectations for Americans.
In Italy, boys rarely have more than three pairs of pants. Italian girls don’t have more pairs of shoes than they can count on one hand. This is not to say that Italian people don’t have the space in their homes or the money to own these things. In fact, most Italians live comfortably in spacious abodes. They simply have a different view on the value of their personal possessions.
The Italian philosophy on shopping is far different than the American way of ‘Bling Bling’, Wal-Marts and strip malls. Italians would rather save up to buy fewer higher quality items that are timeless and fashionable than for the ‘two dozen at half price’ no name brand item.
The reason for this shopping behavior is closely related to a long held idealism of La Bella Figura. Translated literally, it means “the beautiful figure,” which is the Italian term for taking pride in your appearance; the need to look your best at all times. The emphasis placed on a healthy sense of self worth has proven to be a very good thing. They are much happier, more relaxed and more productive in the clothes they choose to wear. I know I am. (I just went to the H&M Flagship store in Milan, and I feel and look great having been selective in my purchases.)
But this lifestyle of sparse buying spills over into other parts of society as well. When talking about the transportation the cars are much smaller, if people drive them at all. But most choose to Motor-scooter, bike or even walk from point A to B. Quick errands and nightly outings are easily transportable through the very efficient and economical public transit system, which includes buses, trams, trollies, trains and metros.
At home, Italians find innovative ways to get through daily chores while saving on their utilities. Most apartments have a terrace or balcony that is used as a drying rack on Sundays. A drying rack above the sink is also a typical invention that dries dishes and silverware well.
Most homes are uncluttered and open, providing a greater space for family and friends to interact and spend time, which is valued in Italian society.
Italians are not better nor do they think they are. They have embraced Western culture in many ways. However, their consumer behavior is an exception. They don’t choose to buy more for cheap, but instead pay glamour at a fair price.
