“Positano Style is synonymous with a relaxed, slightly hippy-chic. Made popular in the Dolce Vita years by glamourous movie stars, it lives on now for you to adopt as your own in the casual fashion shops in town”
by Gillian’s List

Positano fashion has its roots in the 1950s, when local artisans began creating handmade garments, inspired by the natural beauty surrounding them. Over time, these unique pieces—made from lightweight fabrics such as linen and cotton—caught the attention of tourists and international celebrities. The boho-chic style we associate with Positano today was born from this fusion of craftsmanship and international glamour.

Positano style is a perfect blend of freedom and refinement. The flowing dresses, pastel and vibrant colors, floral patterns, and light textures define the look. The true essence of the "Positano Look" lies in the balance between the relaxed Mediterranean lifestyle and the sophisticated elegance that has captured the fashion world. Wearing one of these dresses feels like having the sea breeze in your hair and the sun on your skin.

Discover the top activities to do on the Amalfi Coast, from hiking in the mountains to boat tours exploring the entire coast and the island of Capri, to handcrafts in Vietri sul Mare and unique events such as the Ravello Festival.

If you want to create an authentic Positano style look, there are a few key pieces and accessories that should not be missing from your wardrobe:

1. Light and Flowing Dresses: Long, lightweight dresses in linen or cotton are the cornerstone of the Positano look. Opt for styles with thin straps, V-necks, and delicate floral patterns.

2. Embroidered Tops and Blouses: Lace or hand-embroidered blouses are another key piece to capture the artisanal spirit of Positano fashion. Perfect for both strolling through the narrow streets of Positano or for a seaside dinner.

3. Handmade Sandals: Leather sandals, handmade by the master craftsmen of the area, are the undisputed symbol of the coastal style. Simple yet elegant, they are perfect for any occasion, from the beach to the evening.

4. Straw Hats: To protect yourself from the sun and add a chic touch to your outfit, a wide-brimmed straw hat is essential. This accessory, in addition to being functional, adds a glamorous note to the Positano look.

5. Handcrafted Jewelry: Complete your outfit with handmade jewelry, preferably in natural materials like shells, stones, and coral. These details help capture the essence of the sea life and local tradition.

If you really want to take home a piece of Positano's charm, there are several stores and boutiques that offer authentic clothes for sale. There are numerous local boutiques you will find as you stroll along Positano's alleys, which offer handmade clothing and accessories created by artisans who have been handing down their knowledge for generations.

Positano fashion is much more than just a summer trend; it represents a lifestyle, a philosophy of effortless elegance where nature and local craftsmanship blend to create unique and captivating pieces. Embracing the Positano look means embracing the lightness and beauty of the Amalfi Coast, with clothing that speaks of sun, sea, and freedom.

Whether you're vacationing in the stunning Positano or want to bring a piece of this charm with you wherever you go, the iconic pieces and artisanal accessories will help you express a relaxed and authentic elegance. Remember, the true essence of the Positano look lies in its ability to make us feel in harmony with nature and ourselves, with a touch of Mediterranean glamour.