Its literal translation is “cool” but, like so many other iconic Italian phrases, che figata suggests a natural, super-slick magnificence that transcends fashion or favour. This is what it is to be Italian: from self-expression to fabulous flair, nobody lives life with more passione than the Italians.
Italy is steeped in grandeur, tradition and beauty. Italians embrace their roots, but their zest for life experience and elegance is timeless. This passion transcends Italy’s borders – wherever you meet Italians, you’ll be struck by their audacious attitude, instinctive style and cultural authenticity. It’s infectious.
Since Italy’s cultural revolution in the 1960s, British people have coveted la dolce vita (the sweet life). We crave the unabashed love affair with food, the effortlessly elegant dress sense and the insatiable appreciation of art. Embrace these Italian lifestyle pillars and you too could enjoy a vivacious way of life.
The stunning island of Capri sums up this Italian flair for life. Nestled in the blue-green waters of the Tyrrhenian Sea, the island has been a muse for artists and writers since the 1900s who have been inspired by its natural beauty and ancient history. During the 1960s the island became the retreat of choice for the world’s most glamorous stars, including Brigitte Bardot, Sofia Loren and Elizabeth Taylor who were lured there by the uniquely relaxed Caprician attitude to living life with style.
Today Capri is still a feast for the senses and remains a haven for influential artists, chefs and designers; no wonder the island is still shorthand for an unmistakably laidback glamour and is the inspiration behind Peroni’s Vite al Mare (life by the sea) campaign.
While style may be instinctive for an Italian, but the rest of us can learn. The fundamental principal is to dress to impress. Whether you’re going to a party or the local deli, be smart, bold and immaculate. Dressing down is only an option if it includes clean lines and a huge pair of sunglasses. Always express yourself and aim for elegance over trends, without exception.
Art and culture are like bread and butter to Italians: they are staples, fuelling everyday life. Make time each day to read classic literature, learn about an artist and listen to world music. Opera is an obvious choice, but Italians are open-minded when it comes to culture: be willing to try new experiences and enrich your life with the unexpected.
To give your approach to life an Italian makeover, you’ll probably need to slow the pace. Although Italians are passionate, they are also considered: they savour life. Cut down on your screen time and replace it with real-world experiences. Friends and family are of absolute importance in Italy, so swap your time online for more meals, trips and quality time with loved ones. Give hobbies and interests your full attention, too; Italians know that attention is a precious commodity, and it should not be divided. Switching a fast life for a good life is the Italian way.
Food – full of flavour, cooked from scratch and seasonal – is at the heart of Italian life. Choose vibrant colour, bold flavours and generous portions, with respect for traditional menus and cooking methods: resolve to go nowhere near a ready meal again. Seek out new restaurants and recipes that promise pizzazz and deliver the most flavoursome cuisine, but never neglect the well-established eateries with a loyal crowd. Italians love nothing more than eating in the company of ebullient, like-minded diners.
Embracing the heritage of the most iconic brands is another good way to immerse yourself in an Italian lifestyle. Peroni Nastro Azzurro was born in Rome during 1963, at the height of Italy’s cultural and economic explosion. Even today, every drop is brewed in Rome, Bari or Padova, from quality ingredients selected to deliver a superior and authentic Italian taste. Crisp, light and refreshing, it has a clean finish and is the perfect bevanda (drink) to enjoy with Italian food.
Discover the Peroni Nastro Azzurro story on www.thehouseofperoni.com
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