Ferragosto is just around the corner, and we’re curious to explore how Italians’ habits have changed on this date. For our part, we have no intention of lecturing; this is simply a small cultural exercise, a sort of sociological lens through which to understand how our lifestyle and the concept of well-being have evolved—and, by extension, how we view personal and family care.
August 15 has always served as a barometer of our country’s social climate. For decades, it has been synonymous with mass exodus and has represented a sacred boundary: the pinnacle of rest. It was the day when industrial Italy literally shut down its engines.
Today, that model of collective downtime has faded; vacations are fragmented, and people travel more flexibly, with staggered departures and micro-vacations spread out throughout the year. Gone are the lavish beach lunches typical of the economic boom years; no more “schiscette” filled with lasagna, breaded cutlets, and pasta frittatas—symbols of rustic sharing—that were enjoyed with the whole family and friends under the beach umbrella.
But what most distinguishes today’s Ferragosto from yesterday’s is the social media phenomenon. This secular summer tradition is no longer a time for rest, but a public performance to be shared with followers.
The Ferragosto lunch doesn’t begin until someone takes a photo from above of the long table or the barbecue. Tagging yourself at an exclusive cove or a renowned beach club has become a summer status symbol. Contemporary Ferragosto has ceased to be just a date on the calendar and has transformed into an open-air stage.
Even though many people say they want to take a digital detox break, that promise is quickly broken when they check their views or messages—and often, on that very day, they take 100 photos to show their followers that they’re relaxing.
We have replaced the silence of empty cities with the background noise of notifications, and restorative rest with digital performance.
Perhaps to rediscover the true spirit of this holiday, we should take a step back. It’s not important to post on Instagram about how much fun we’re having. Turn off the screen, ignore the notifications, and accept that a slice of watermelon dripping onto your feet can be a symbol of summer—even if it doesn’t get a single like. Because the best part of summer is the part we forget to photograph.
We can’t help but wonder if the Italians’ Ferragosto is just a show.
How did we go from deserted cities and shuttered storefronts to an obsession with geotagging even a slice of watermelon?
