Italy, an Extraordinary Commonplace? Stereotypes and Imaginaries of Italianness in Online Communication by Fashion Brands*

The paper explores the use of country-related stereotypes associated with Italian identity in the social media communication of 21 Italian fashion brands on Instagram. Focusing on the concept of “made in Italy”, the research employs image content analysis to identify how the selected sample of brands communicates Italian identity globally. The theoretical framework emphasizes the importance of the Country of Origin (COO) concept, indicating that “made in Italy” extends beyond a manufacturing label to encompass cultural, historical, and esthetic dimensions. The analysis reveals Italian fashion brands’ deliberate use of stereotypes, iconic objects, and cultural references to shape and reinforce Italian identity in their digital communication. It highlights the intertwining of these elements, contributing to a multifaceted narrative that extends beyond product promotion. Moreover, it underscores the role of social media, particularly Instagram, in enabling brands to project their Italian identity globally, perpetuating esthetics associated with the concept of “dolce vita”. The study emphasizes the importance of holistic brand communication and the powerful role of Instagram in shaping and reinforcing the global image of “made in Italy”. It also offers insights on utilizing stereotypes and cultural symbols to enhance brand identity, aligning with perceptions associated with Italian cultureFootnote1. 1. 1 This article was collaboratively discussed and structured by four authors. During the drafting phase, Alice Noris curated the first chapter on the research context, while Flavia Piancazzo focused on the chapter presenting the results. The chapters on methodology, discussion, and conclusions were co-authored by Alice Noris and Flavia Piancazzo. Lorenzo Cantoni and Nadzeya Sabatini contributed to the research protocol and in analyzing the images, oversaw the research and helped revising the final text.