In the Province of Salerno, perfectly situated along the stunning Mediterranean coastline and adorned with bright flowers, clear waters, and a jaw-dropping horizon, lies Positano — one of the most exclusive and vibrant tourist destinations in Italy.
Within moments of hopping off the bus that stops on the side of the highway, you will be looking out at the ocean and what appears to be a mountain of perfectly stacked and scattered hotels, restaurants, shops, and fashionable beach homes.
The trek leading to Positano’s black sand beach takes you through a crooked maze of narrow roads and steps lined with hundreds of colorfully captivating shops. Just a few steps in, and it is clear that Positano dominates the beach-side fashion industry, ranging from luxury designer houses like Missoni, to handmade jewelry made by the locals.
As an Amalfi Coast City Sightseeing tour guide described Positano’s fashion scene, it is “extravagant, colorful, and always chic.”
However, it wasn’t always like this. According to positanolife.it, when Positano first dove into the world of fashion design, people poked fun at what is now known as “Positano style” by referring to Positano clothing as “pezze di Positano” or rags from Positano. These failed attempts to diminish the beauty of Positano’s artistry did nothing to impede the town from using its atmosphere as inspiration for their fashion.
While Positano’s clothing was at first considered a bit outlandish and unconventional, it slowly transcended into a symbol of elegance and luxurious appeal, communicating a sense of positivity and leisure.
Positano’s clothing is deeply characterized by its bright colors derived from the colorful architecture that has set the standard for the town’s beach-side fashion.
Decorated ceramic tiles line every corner, and you can see patterns similar to the ones printed on tiles on the clothes that line the racks of storefronts. The clothes are very texture driven, with flowery patterns, creative adornments, and woven accessories.
So when, and how, did Positano’s distinguishable fashion trends arise? According to Sorrento Holiday, quality fashion tailoring has distinguished Positano since the late 50s. After the creation of the modern bikini and after swimsuits increased in popularity, innovative swimming gear and apparel became sought after in Positano. The town became famous not only in Italy, but among crowds from all over the wohttp://www.sorrentoholiday.info/english/positano.hrld.
A community of craftsmen cultivated, continuously producing in the winter and summer for their costumers. According to amalficoast.com, due to low prices, speedy performance, and the use of 100% cotton, local tailors began to make astounding profits.
Among them, one of the most renowned was “Maria Lampo” which translates to “Maria Lightning.” She was nicknamed this by American tourists because she once succeeded in making pants for a customer in just one hour. Her boutique has been among one of the most famous in Positano since.
Positano’s fashion was and is still characterized by its bright and cheerful patterns created through the use of natural materials, including linen, gauze and cotton. However, in the 50s and 60s, Hawaiian inspired designs dominated the scene. In the 70s, plain-colored and unique ink gauze began to emerge. Present day, patterns portraying Mediterranean plants, lemons, oranges, flowers and leaves are predominant among stores, as this is imagery borrowed from the towns own luxurious, yet natural, surroundings.
From what can be seen in the shops present day, influence from all of these Positano fashion decades still remains.
Nowadays, production has a wide-ranging variety of clothing. Visitors can find “pareos” or wraparound skirts, beach robes and scarves, handcrafted bags, and Bermudas for men. Clothing options even include formal afternoon garments, and more elegant dresses for an evening at one of many beachfront restaurants and bars.
Like other eccentric Italian coastal towns, Positano is known for its famous shoemakers. Tourists can enter a shop and exit with a personalized pair of leather sandals, handmade to their exact measure, in a matter of minutes. It was impressive to witness how the shoemakers so skillfully produce high quality shoes for hundreds of customers a day.
According to Sorrento Holiday, some popular Positano shoe styles include “spider” and “monk” sandals, along with wooden or cork clogs, and string sole mules.
Positano is an accessory junkie’s dream. Every stone paved street contains rows of makeshift handmade jewelry stands with creative styles that go hand in hand with the Positano spirited lifestyle. Of course, you can get a taste of some more luxurious jewelry at higher end stores with polished window displays you can’t miss. However, the jewelry stands run by locals have styles ranging from 12 to 20 euro.
If you love collecting handmade items and souvenirs (guilty here!), you can’t miss out on the shopping possibilities at Positano’s souvenir shops. From handmade magnets, shot glasses, and key chains, to decorative bottles of limoncello (an Italian lemon liquor mainly produced in Southern Italy), Positano has great options for gifting friends, family, and even yourself, with a little something to cherish.
Visiting from Miami, Florida, Sofia Zacarias, a Positano enthusiast, loves the shopping experience. Having visited Positano once before, she was even more thrilled to parade through the town’s shops the second time. “I visited Positano with my family last year for the first time and bought some little souvenirs and a couple of handmade shirts. This time, I loved it even more than the first time because I had more time to go through all the little stores. I bought myself a couple of accessories and of course bought my mom some earrings from her favorite city!” she said.
A visit to Positano would of course be incomplete without a trip to the beach. The perfect day in Positano is one immersed in the culture of its natural surroundings. To make the most out of a visit to Positano, and its shopping experience, I recommend arriving in Positano early to have ample time to take it all in.
If you’re not staying in Positano, buses are available from towns near the Amalfi Coast that can give you a roundtrip ranging from 4 to 15 euro. I traveled from Sorrento with City Sightseeing.
I suggest going to the beach first, although the walk through the countless stores may be very tempting. Scan the area and the shops before making any purchases, because you never know if something more suited to your tastes might literally be just around the narrow corner.
After a relaxing time laying out on the beach (there were barely people there in the early morning), check out their beach side restaurants and indulge in some seafood. I recommend Capricci, which serves a delectable pasta with clams, and has more affordable menu options while still giving you a beautiful view of the ocean.
Then, dive into the shopping. Positano’s fashion shopping scene has prices ranging from 10 to hundreds of euros. There are options for every price point and everyone can take a piece of Positano home.
Take the time to appreciate the materials with which items are made, how they’re made, and their history. Those quirky and cheerful prints are a result of a culture so carefree, that evokes love and optimism.
Just a couple of hours immersed in Positano’s radiant Mediterranean ambience are enough to assure you’ll want to come back again and again, and if you do, you’ll be sure to find the perfect pieces to refresh your summer wardrobe.
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