Barista Cool: Espresso Fashion Transformed

Authors

  • Wendy Pojmann Siena College, New York

DOI:

https://doi.org/10.6092/issn.2611-0563/10567

Keywords:

Espresso, Barista, Third Wave Coffee, Coffee Fashion, Made in Italy

Abstract

In many parts of the world today, being a barista is cool. Young, bearded hipsters, tattooed artists, and pretty but disaffected teenage girls serve up their latte art specialties while dressed in attire worthy of fashion blogs. Some coffee brands prefer a distinctive uniform that reflects their marketing strategies while others recommend a look or allow for self-expression. Barista cool is a relatively new phenomenon, however. It appears to have been launched in youth-oriented cultures, such as in the United States and Australia and then re-crafted, like artisan coffee, in trend-setting countries, such as Japan, and re-imagined in countries with long-standing coffee cultures, such as Italy, the birthplace of espresso. Historic Italian espresso producers now encourage branding through uniforms that combine personal style and Italian fashion. New espresso bars in Italy moreover reflect the influences of third wave coffee and global fashion trends. This article seeks to analyze how and why espresso and cool fashion have only recently converged through the use of a variety of sources, such as archival research, interviews, and participant observation.

References

Baiguera, Gabriella and Rosalba Gioffré. Il piacere dell’espresso. Florence: Giunti, 2010.

Baldoli, Claudia. “L’espresso, modernità e tradizione nell’Italia del caffè.” Memoria e ricerca, n. 23 (September 2006): 14–26.

Bonadonna, Alessandro, Simona Alfiero, Massimo Cane, and Edyta Gheribi, “Eating Hamburgers Slowly and Sustainably: The Fast Food Market in North-West Italy.” Agriculture, vol. 9, n. 77 (2019): 2–3.

Entwistle, Joanne. The Fashioned Body: Fashion, Dress and Social Theory. London: Polity Press, 2015².

Illy, Andrea. Il sogno del caffè. Torino: Codice Edizioni, 2015.

Illy, Francesco and Riccardo Illy. Dal Caffè all’espresso. Milan: Arnoldo Mondadori, 1989.

Morris, Jonathan. “Making Italian Espresso, Making Espresso Italian.” Food & History, vol. 8, n. 2 (2010): 155–83.

Paciolla, Raffaella and Li-Wei Mai. “The Impact of Italianate on Consumers’ Brand Perceptions of Luxury Brands.” In European Advances in Consumer Research, edited by Alan Bradshaw, Chris Hackley, and Pauline Maclaran, 360–6. Duluth, MN: Association for Consumer Research, 2011.

Paulicelli, Eugenia. “Italian Fashion: Yesterday, Today and Tomorrow.” Journal of Modern Italian Studies, vol. 20, n. 1 (2015): 1–9.

Quinto, Enrico and Paolo Tinarelli. Italian Glamour: The Essence of Italian Fashion, From the Postwar Years to the Present Day. Milan: Skira, 2015.

Reinach, Simona Segre. “Italian Fashion: The Metamorphosis of a Cultural Industry.” In Made in Italy: Re-thinking a Century of Italian Design. edited by Grace Lees-Maffei and Kjetil Fallan, 239–51. London: Bloomsbury, 2014.

Temperini, Valerio, Gian Luca Gregori, and Paola Palanga. “The Brand Made in Italy: A Critical Analysis.” Management Studies, vol. 4, n. 3 (May–June 2016).

Terzi, Manuel. Dalla parte del caffè: storia, ricette ed emozioni della bevanda più famosa al mondo. Bologna: Edizioni Pendragon, 2012.

Thurston, Robert W., Jonathan Morris and Shawn Steiman, eds. Coffee: A Comprehensive Guide to the Bean, the Beverage and the Industry. New York: Rowman & Littlefield, 2013.

Downloads

Published

2020-05-20

How to Cite

Pojmann, W. (2020). Barista Cool: Espresso Fashion Transformed. ZoneModa Journal, 10(1S), 213-227. https://doi.org/10.6092/issn.2611-0563/10567