Siena: a Tuscan city as rich in history, culture, and cuisine as any other. The city has an incredibly complex past of competing rulers and eventual division into 17 districts. Siena’s ancient past can rival that of even Florence, the capital of Tuscany.
So, how does a city like this fit into the modern age? If you’ve ever visited Italy, you might have been shocked how well preserved the history is, and how you can be transported back in time by walking the streets of practically any city. Siena is one in the same, with buildings still standing that were built with limestone in the medieval century.
However, one thing about Siena stands out. Among the ancient buildings and historic statues, you find something quite uncommon: high-end shopping.
While many people would not associate shopping or fashion with Siena, the city has countless designer stores and boutiques for locals and tourists to buy from. When you walk down some of the main streets in Siena, you pass stores offering clothing, accessories and shoes that can sometimes cost upwards of 1,000 euros.
Stores along the main shopping strip in Siena include: Benetton, Tezenis, Intimissimi, Calzedonia, Cortecci, Gucci, Armani, Prada and Dolce & Gabana. These are just a few of the many high-end Italian brands that Siena has to offer.
Bakery owner Ana Romano said she doesn’t remember the transition of Siena into a shopping destination.
“It seems like it happened all of a sudden,” Romano said, “I feel like just yesterday none of those shops were here. But, it’s part of our life now.”
There’s no doubt that modern, designer shops placed in ancient limestone buildings is a bit odd. Many parts of Siena and other Tuscan cities are becoming highly modernized, and integration of stores like these into ancient buildings is part of the transition process. The same integration can be seen in many other Italian cities like Florence and Rome, and is even further along in the process in places like Venice and Milan.
Romano said she hopes that modernization doesn’t completely overtake Siena. She, and likely many other Siena natives, wants to preserve any history that she can. The people of Siena are incredibly proud of their history and heritage and still celebrate it to this day.
While locals and tourists may be alarmed at this quick fashion takeover, it is not likely that Siena will ever forget its past. To this day, locals practice traditions in their districts that are thousands of years old.
The annual horse race that dates back to over 1,000 years ago still happens in Siena: and the locals are still very proud of it. The winning district members wear authentic silk scarves with their district flag on it for 2 months after the victory.
Banking has also almost always been the largest industry in Siena, and modern banks have perfectly fit into the old buildings built for the same purpose. Siena is truly a unique combination of history and modern society.
When you visit Siena, make sure to take in the old and the new. While the history of Siena is important, be aware that you are also experiencing history right now as Siena is evolving into a more modern, fashionable city. Fashion has always been a huge influence in Italian culture, and Italy is known all over the world as a fashion capital.
Make sure to visit the historic sites of Siena, like St. Catherine’s Cathedral and the Duomo of the Dominican monks. But, also walk into the shopping district and experience how the fashionistas of Siena live. If you pay attention to what the locals are wearing, you’ll experience a diverse mix of fashions!