Starbucks Italian opening in Milan

Starbucks say : “We know that we are going to face a unique challenge with the opening of the first Starbucks store in Italy, the country of coffee, and we are confident that Italian people are ready to live the Starbucks experience, as already occurs in many other markets.”

Despite the country’s long cultural and historical links with coffee – the espresso machine was invented in Italy – it is only the seventh-largest consumer of the beverage in Europe.

According to the European Coffee Federation, Finland consumed the most coffee in Europe in the year to May 2014 – the most recent figures available – followed by Austria and Sweden.

So what the news affect afficenados?

Yes, for sure!

Because recently coffee has arguably become the most durable and popular accessory in fashion! An easy-to-carry accessory that signals the seasons The paper cups – I’ve also featured –  we carry have become an extension of ourselves, signalling our tastes and aesthetics as much as our watches, shoes or bags.

And the brand can matter too!

Carrying a Starbucks cup signals one kind of status, but carrying a petite espresso-to-go shot signals another.

The more choice of brands you have, the more opportunities there are to demonstrate taste and look.

As coffee has gone from the mundane to the sophisticated to the truly artistic, it seems to have become an even more powerful lifestyle symbol.

Just count the number of times you now see a model of stylishly-dressed woman with a handbag or purse in one hand and a cup of coffee in the other.

I’ve certainly seen many of them here in Milan.

And when we are all back in the city for Fashion Week 2017, they will then have another choice of coffee-maker to ‘model’..an American one!

For the first time!