We Italians are privileged: we live surrounded by beauty. From childhood beauty nourishes us – it’s in the feel of our land, in our food, in our daily rituals. But beauty is not just a delight for the senses – it’s a productive force, deeply woven into our economy.
Beauty’s economy now accounts for 29% of Italy’s GDP – and its influence keeps growing. Banca Ifis has been investigating this sector: it translates our identity and traditions into business value – it’s a domain made up of cultural tourism, social responsibility, sustainability – and especially design-driven industries like fashion, jewelry, home goods, automotive, cosmetics and agrifood. These industries put beauty front and center – integrating appearance with function is what sets them apart.
