A guide to the fashion hubs of Italy

Milan

Italy’s reputation for fashion and style is unmatched anywhere else in the world – a country with one of the biggest exports of designer brands and known for its attention to detail and quality artisan products.

From Milan to Florence, to Naples, Rome and the fashionable Porto Cervo, Taormina and Cortina; discover where you can immerse yourself in the heart of Italy’s fashion culture and learn everything there is to know about Italian style, its history, and evolution.

A trip to Italy just to go shopping isn’t such a crazy idea. On the contrary.

Each city boasts shops, historic boutiques, ateliers and workshops where craftsmanship and creativity unite precious materials and refined details. Take a journey within a journey that smacks of culture, history of fashion as well as trends and unmistakable style.

From Milan to Florence, passing through Naples and Rome and the super fashionable Porto Cervo, Taormina and Cortina: shopping in Italy isn’t just about materialism, it involves taking home a piece of history.

So let's set off to discover all the shopping streets from north to south, where you can discover the beauty of Made in Italy.

Where to go shopping in Milan

Milan is the undisputed capital of fashion, home to the country's main fashion brands, but also to Milan Fashion Week, which enlivens the city four times a year and catalyzes the world's attention on the Italian catwalks. Obviously, there is no shortage of boutiques, concentrated in the famous fashion district the Quadrilatero della moda, a true fashion district, bounded by Via Montenapoleone, Via Manzoni, Corso Venezia and Via della Spiga. Within it, Via del Gesù, Via Sant'Andrea, Via Pisoni, Via Santo Spirito and Via Verri. What to aim for? It depends on what you like and of course, how much you are willing to spend. Prada, Armani, Versace and all the most famous brands of Italian high fashion have their ateliers in these streets, but there is no shortage of more accessible shops, such as those in Via Torino and Vittorio Emanuele or the shops - including vintage ones - of the 5 Vie district. Having fun won’t be difficult at all.

The shopping streets of Florence, brands meet tradition

Florence is also perfect for a shopping holiday. The exclusive Via de' Tornabuoni hosts all the most famous fashion brands, from Gucci to Tod's, to name two very Tuscan brands. In the city it's nice to get away from the typical, to see aspects of Italian workmanship firsthand. Among renowned local products, leather goods stand out due to a long standing tradition in the area. Bags, belts and small objects have been handmade there for centuries. Leather work took root in Florence essentially due to the proximity to the Arno river (water is essential in the tanning process). Jewelry too has deep roots here. On Ponte Vecchio, in the heart of the city, goldsmiths have long been established. A real district dedicated to the art of goldsmithing, as desired by Ferdinando I De' Medici in the 16th century. The Grand Duke wanted the city's most famous promenade to only have space for shops of a certain decorum, so he moved butchers and tanneries elsewhere. However, the art of goldsmithing in Florence is much older. Lorenzo De' Medici, who lived a hundred years earlier, was a collector as well as a lover of precious objects and patronized many shops in his city.

The elite of men's fashion - and not only - meet in Florence for Pitti Immagine, one of the most prestigious events in the world for men’s fashion.

Shopping streets in the heart of Rome

In Rome, the main fashion streets are all nearby: between Piazza di Spagna and the Trevi Fountain you’ll find Via dei Condotti, Via Frattina and Via del Babuino. The area, with limited traffic, is perfect for a walk at any time of the year.

Among the places not to be missed are, the Fendi boutique and that of Valentino which have their historic headquarters in Rome.

In the capital there is no shortage of tailors and haute couture ateliers. It is certainly no coincidence that Haute Couture enthusiasts meet there for AltaRoma, twice a year.
If you arrive by train, the best choice is to take the metro in the direction of Spagna. If you go by car, leave it in the underground car park of Villa Borghese, it will also be a great opportunity to visit the park and its wonders.Show more

The luxury shopping streets of Naples

The south has certainly no less when it comes to shopping. In Naples luxury shopping is synonymous with Chiaia, one of the chicest districts of the city. Around Piazza dei Martiri there are boutiques and showrooms, as well as in the nearby Via Gaetano Filangieri and Via Mille. In addition to fashion brands, you will also find high end jewelry shops, such as Bvlgari and Damiani as well as local artisans, unmissable. If you are in Naples, why not organize a trip to the very fashionable Capri. In addition to the splendid sea, and restaurants frequented by VIPs, Capri has many refined artisanal shops where you can even get custom-made sandals, for example.
* ENIT - Italian National Tourist Board, sydney@enit.it