The Drive for Authenticity

The Drive for Authenticity

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The Heritage Day long weekend signals the beginning of the final quarter of 2024. The lead up to the end of the year promises to be a busy, vibrant, social and stressful period and this week’s newsletter is jam-packed with activities for our members to get involved in. Following South Africa’s heritage day, we take the opportunity to highlight Italian culture as a keyhole into our upcoming events and activities.

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Italian heritage is a rich tapestry of art, culture, and innovation that has profoundly influenced the world. From the Renaissance, with its artistic giants like Michelangelo and Leonardo da Vinci, to its enduring traditions in fashion, cuisine, and design, Italy’s cultural legacy is vast. The country is known for its deep-rooted family values, passion for craftsmanship, and a lifestyle that celebrates beauty and elegance.

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Italian brands are global symbols of excellence. In fashion, names like Gucci, Prada, and Versace are synonymous with luxury and innovation. Ferrari and Fiat represent the pinnacle of automotive design, blending performance with style. In food, Divella, Ferrero and Lavazza are carriers of the Italian tradition of high-quality pasta, chocolate and coffee respectively. Dolce & Gabbana and Armani continue to influence global fashion trends, while Italian wines and olive oils from brands like Antinori and Colavita celebrate the country’s agricultural heritage. Italy's enduring influence remains unmatched.

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This brand is carried by many of us in small ways too, by our small businesses who harness craftmanship from Italy, by our importers who benefit from the esteem of brand Italia, by our Diplomats who aim to enhance this esteem globally and by our restaurants who can touch the souls of people unlike anyone else.

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Over the next months, in both Johannesburg and Cape Town, we intend to showcase Italy’s excellence in way our members have not yet seen. Starting with the Fiat 125 year anniversary Aperilink later this month, leading all the way to the Italy in Town festival in Cape Town, we take enormous pleasure in playing the unique role we do – of uniting the authentically Italian stakeholders in our country and making something amazing of it!