There is no person in Italy – and even overseas – who has never heard of the so-called Positano fashion or Positano style. Yes, this way of dressing, so informal and fresh, conveys the joy of living at first sight.
There is no person in Italy – and even overseas – who has never heard of the so-called Positano fashion or Positano style. Yes, this way of dressing, so informal and fresh, conveys the joy of living at first sight. And what is better than leaving suits, tight skirts and high heels at home when on holiday in the Amalfi Coast?
From this philosophy, as well as from the quality of the clothes made by local tailors, derives the success of Positano fashion, loved by locals and tourists, today as in the post-war period.
Colours, light fabrics and spirited straw hats … ready to immerse yourself in a style synonymous with holiday?
From patches to the myth
Tailored clothing in Positano has always been a tradition: seamstresses and craft shops are local flagships we are very proud of. So, when in the second post-war period intellectuals, international stars and cosmopolitan celebrities discovered the Amalfi Coast as a holiday destination, there were all the elements for the origin of a long-life myth.
The international elites visiting Positano in the Fifties were immersed in unexpected fragrances, a sea of light and sun, the incredible blue of our waters and the infinite desire to dive. The daily outfit, tight and constrictive, was an obstacle … how to get free?
Meanwhile, the local seamstresses, inspired by the tradition of “patches” – hemp and cotton cloth in with bright colours – began to create wide and low-cut dresses, skirts with lace strips, beachwear similar to eccentric trousers. Then came light shirts to wear as the current caftans and the first crocheted bikinis with appliqués and little pearls.
Similar models, with colours of nature and sea, immediately impressed the celebrities on holiday in Positano, as anyone travelling for pleasure here. Today the summer on Amalfi Coast has only one rule: urban clothes are banned, let’s make space for caftans and Positano style dresses.
Not just clothes: sandals and joyful accessories
Positano fashion does not include just floral shirts, romantic laces and very wide trousers perfect for walks by the sea. The outfit of your holidays on the Amalfi Coast will be complete only with the right accessories, of local origin of course. From straw hats to colourful scarves, till elegant handmade swim wear, both for men and women, and decorated pareos: in the shops in the alleys you will find many ideas.
Next to the accessories, shoes deserve a place of honour: the Positano style sandals were dressed by celebrities such as Jackie Onassis and Brigitte Bardot, decreeing the beginning of a fortune with no interruption since the Fifties. In addition to the fine quality, this success is due to the structure of our city: here high heels are not appropriate and the sneakers, in summer, make your feet sweat.
What is better than a pair of leather sandals, also enriched with beads, to fully enjoy your stay between narrow streets, steep slopes and beaches? The question is rhetorical, of course.
To fully experience your summer in Positano, do some shopping right away: Bottega di Brunella and Marilù are among the most popular addresses for tailored trousers, bikinis, pareos and light dresses.