The Mediterranean is having a fashion moment – and it’s unapologetically bold. This summer, the visual language of Pucci’s psychedelic swirls, Missoni’s iconic zigzags, and Roberto Cavalli’s unapologetic animal prints are everywhere. It’s more than just clothing – it’s an entire lifestyle being sold, one that harks back to a certain golden age of leisure, elegance, and drama.
Photographer Slim Aarons immortalised it in the 1960s and ’70s – women with flawless blowouts sipping champagne by the pool, lounging on yachts in Capri, or strolling down the promenade in St. Tropez. They were often young, glamorous wives of older Italian industrialists – draped in Pucci kaftans, oversized sunglasses, a cigarette in one hand, a cocktail in the other.
As Zoe Stewart, a fashion-trend forecaster in New York, put it:
“It’s referential to women who married older Italian men, summered in St. Tropez, smoked cigarettes and flirted with younger men.”
And here’s the thing – the look is not just about nostalgia. It’s about confidence, sensuality, and the art of being seen.
The Boldness of Pucci, the Ease of Missoni, the Seduction of Cavalli
Fashion houses like Pucci, Missoni, and Roberto Cavalli have never been for the shy. These are brands that speak in colour, pattern, and presence.
- Pucci is practically wearable art – swirling, kaleidoscopic prints that move like water and light up the room. Camille Miceli, who took over as Pucci’s artistic director in 2021, admits she kept a low profile during the quiet luxury wave, biding her time until maximalism came calling again. It’s paying off – Pucci is suddenly everywhere, from Amalfi Coast beach clubs to the streets of Milan.
- Missoni brings a softer bohemian touch – their zigzag knits are tactile, inviting, and effortlessly glamorous. They drape beautifully over a bikini for lunch by the harbour, or pair with oversized gold hoops for a sunset aperitivo.
- Roberto Cavalli, meanwhile, is pure seduction. Think leopard print slips, snakeskin trousers, and floor-sweeping silk gowns that look like they were made for dancing barefoot at a private villa party.
This is not fashion for blending in. This is look-at-me and love-it fashion.
The Slim Aarons Italian Wife – A Cultural Archetype
Slim Aarons’ lens captured an aspirational lifestyle that feels almost mythical today. His subjects weren’t models – they were wealthy women and men living the life most people only dream of. They wore their confidence like they wore their kaftans – loose, flowing, but impossible to ignore.
In Italy, especially along the coasts of Capri, Portofino, and Forte dei Marmi, this aesthetic became part of the culture. A rich Italian wife didn’t simply wear a dress – she hosted an afternoon in it. She was perfectly aware of her audience, whether it was the waiter bringing her prosecco or the yacht crew tying the ropes.
It’s this mixture of effortless leisure and calculated allure that’s having a comeback. And it’s being embraced by women far beyond the Italian Riviera.
Why Vintage is the Real Power Move
As someone who has been hunting and wearing vintage for decades, I can tell you – wearing original Pucci, Missoni, or Cavalli is a power statement. It’s one thing to buy the latest capsule drop; it’s another to walk into a party wearing a 1970s Pucci maxi dress you sourced from a boutique in Florence.
Vintage has a texture, a history, a weight that modern fabrics often lack. These pieces were made to last – from the stitching to the drape, everything was crafted for women who expected their wardrobes to hold up to a decade of summers.
Where to find them:
- Arezzo Antique Market, Tuscany – I’ve found Pucci scarves and Missoni cardigans hiding between porcelain sets and gold-framed mirrors.
- Portobello Road, London – A treasure trove for Cavalli from the late ’90s when the brand was in full tiger-print glory.
- Milan’s vintage boutiques – Cavalli bias-cut gowns, Pucci two-piece sets, and Missoni knit swimsuits pop up here like old friends.
When you wear vintage, you’re not just wearing a brand – you’re wearing a story.
How to Style the “Rich Italian Wife” Look Today
Pulling off this style is not about playing dress-up. It’s about taking the essence – confidence, glamour, sensuality – and making it your own.
1. Start with a Statement Piece
A full Pucci print dress, a Missoni knit duster, or a Cavalli animal print blouse should be the hero of your outfit. Let it shine, and keep the rest simple.
2. Oversized Sunglasses are Non-Negotiable
Slim Aarons’ women knew the power of mystery. Think 1970s Jackie O – the bigger, the better.
3. Gold Jewellery – Always
Chunky bracelets, statement earrings, layered necklaces. Real gold if you can, vintage costume jewellery if you can’t. The glint of sunlight on metal is part of the fantasy.
4. Hair with Volume
Whether it’s a blowout, soft curls, or even a chic scarf tied over your head, the hair must say “I woke up looking like this” (even if it took an hour).
5. Don’t Forget the Attitude
The look works because of how you carry it. Stand tall. Smile knowingly. Flirt a little. Live the part.
Why This Trend Feels So Good Right Now
For the past few years, we’ve been buried under quiet luxury – beige cashmere, stealth wealth, logo-less tailoring. It was beautiful, yes, but also… quiet.
Now, post-pandemic, there’s an appetite for colour, pattern, and joy. Fashion is a mirror, and right now it’s reflecting a collective desire to be seen, to celebrate, to wear something that makes your heart race. The Slim Aarons Italian wife look ticks every box – it’s indulgent, it’s escapist, and it’s fun.
Camille Miceli’s choice to wait for this moment before fully unleashing Pucci’s power was smart. Now, with Missoni embracing its heritage prints and Cavalli back in the limelight under Fausto Puglisi, the stage is set for a full Mediterranean takeover.
Making it Your Own – The Sustainable Way
Here’s my tip: don’t just buy into the trend; invest in it through pre-loved and vintage. You’ll find better quality, unique designs, and you won’t be adding to the pile of fast-fashion landfill.
Mix and match decades – a 1970s Pucci scarf with 1990s Cavalli trousers, or a modern Missoni bikini with a vintage silk kimono. This is how you build a wardrobe that lasts and tells your story.
The Final Word – Dress Like You Own the Yacht
You don’t have to be married to a 65-year-old Italian art collector to channel this energy (although it would certainly help with the wardrobe budget). You just need the confidence to be seen and the willingness to wear something bold.
The rich Italian wife look isn’t about age, money, or marital status. It’s about embodying a lifestyle – one where every lunch could turn into a party, every glance could turn into a story, and every outfit says: I know exactly who I am.
So this summer, whether you’re on the Amalfi Coast, a rooftop in New York, or your own back garden with a glass of prosecco – put on that Pucci, Missoni, or Cavalli. Wear it like Slim Aarons is about to arrive with his camera.
And remember – life’s too short for beige.
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