La Dolce Vita

Summer has arrived—and with it, a timeless allure that drifts along the Italian coastlines. From the sun-bleached terraces of Capri to the understated glamour of Forte dei Marmi, the “old money beach style” is making a quietly confident comeback. It’s not about flash—it’s about heritage, refinement, and sprezzatura (that effortless Italian elegance).

So, pour yourself an Aperol Spritz and step into a world where elegance meets the sea.

🇮🇹 What Is Old Money Beach Style?

Old money beach style isn’t about trends—it’s about tradition. Imagine linen shirts fluttering in the coastal breeze, sun-faded polos, tortoiseshell sunglasses, and well-worn leather sandals. It’s the sartorial language of generations who summer in the same villas, dine at the same trattorias, and know their way around a Riva yacht.

Think more Gianni Agnelli, less influencer. More "quiet luxury," less logo.

🌊 The Essentials of Italian Old Money Beach Style

1. Neutrals with a Nautical Twist
Beige, navy, white, and dusty olive dominate the palette. Patterns, if any, lean toward subtle stripes or vintage florals.

2. The Perfect Linen
Crisp but relaxed. A white linen shirt, unbuttoned just so, is a staple—paired with tailored shorts or pleated high-waist trousers.

3. Timeless Accessories
Aged leather sandals (never flip-flops), Panama hats, silk scarves knotted at the neck, and classic Persols. Jewelry is minimal but meaningful.

4. Swimwear with Character
Solid-colored or retro-patterned swim trunks—ideally from brands with heritage, like Vilebrequin or Orlebar Brown. No neon.

5. The Worn-In Touch
The trick? Everything should look slightly lived-in. Not distressed—just well-loved. As if you've been summering in Portofino since childhood.

📍 Where to See It in Action

Forte dei Marmi
A favorite of Milanese elites. Look for well-heeled families cycling in head-to-toe Loro Piana.

Capri
Elegant without effort. Pair your espresso with a stroll past classic boutiques like Canfora sandals or La Parisienne.

Portofino
More polished, but just as refined. Charter a boat, bring a book, and watch the understated luxury unfold.

That’s the secret. Old money never looks like it’s trying. It’s quality over quantity, comfort over clout, and subtle over showy.

Whether you're planning a trip or just dressing for your local beach with Italian flair, remember: confidence and ease are your most valuable accessories.