Roland Barthes originally explored Italianità (or Italianicity) primarily in the context of media, particularly advertisements, focusing on how visual symbols and signs construct a cultural identity. His concept of Italianità is thus tied to semiotics, emphasizing how visual cues—such as a tomato, a wicker basket, or a certain typography—convey a collective idea of Italy, often based on stereotypes or idealized imagery.
The word art is embedded within artigianale, the Italian term for craftsmanship. What began as an exploration of Italianità (2015-2021) in my work has shifted toward Post-Italianità—moving beyond surface-level aesthetics, i.e. the now commercialized, romanticized notions of dolce vita, to delve into Italian identity in contemporary times, through the meticulous processes and rich heritage that continue to shape it.
