Italy, an Extraordinary Commonplace? Stereotypes and Imaginaries of Italianness in Online Communication by Fashion Brands*

Figures & data

Table 1. The list of brands and the number of posts analyzed.

Brand		No. of post from 12 March to 12 April 2023	Number of posts related to COO and CI
Brand	Account	Obj. of analysis
Alberta Ferretti	albertaferretti	27	1
Armani	giorgioarmani	68	3
Brioni	brioni_official	17	7
Bvlgari	bulgari	21	0
Caruso	carusomenswear	0	0
D&G	dolcegabbana	31	21
Fendi	fendi	27	1
Furla	furla	20	5
Gucci	gucci	27	3
Loro Piana	loropiana	30	3
Pollini	pollini	29	0
Prada	prada	26	2
Pucci	emiliopucci	10	8
Salvatore Ferragamo	ferragamo	18	0
Tod’s	tods	43	14
Trussardi	trussardi	11	0
Valentino	maisonvalentino	30	0
Velasca Milano	velascamilano	21	20
Versace	versace	21	0
Zegna	zegnaofficial	21	4
Total		498	92

Table 2. List of identified templates.

Theme	No. of repetitions	Examples
Inspirational Locations and the Idea of Indeterminacy of Time	15	Camogli, Monopoli, Masseria, rural areas and olive trees
Materials and Decorations and the Idea of Perfection	9	Maiolic and related pattern, Gommino, straw and cork
Culinary Delights	4	Pastry’s products, Coffee
Iconic Objects	3	Cars and motorcycles (Fiat Panda, Vespa and Ferrari 400)

Image 1 @dolcegabbana via Instagram. April 11 2023. Accessed via: https://www.instagram.com/p/Cq5ZHDLu2s-/.

Image 2 @tods via Instagram. March 18 2023. Accessed via: https://www.instagram.com/p/Cp76ocQsOyv/?igsh=MWpwcnRoNHI2b2E1Mw%3D%3D.

Image 3 @dolcegabbana via Instagram. March 12 2023. Accessed via: https://www.instagram.com/p/CpskuEmtJ8E/.

Image 4 @dolcegabbana via Instagram. March 28 2023. Accessed via: https://www.instagram.com/p/CqV_Vlztg7R/.

Image 5 @velascamilano via Instagram. March 25 2023. Accessed via: https://www.instagram.com/p/CqODoXiN5g1/?img_index=1.