According to the Wall Street Journal, the latest fashion trend in the United States is to dress like a wealthy woman, especially in Italian style. This style has proven very beneficial for brands such as Missoni, Roberto Cavalli, and Pucci. According to the newspaper, by wearing bold colors and embracing maximalism, American women aspire to feel like wealthy Italian women spending their holidays in Capri or St. Tropez. "This summer," the WSJ reports, "shoppers have decided to reject the neutrals of modest luxury in favor of vibrant, maximalist trends. The sense of change is palpable on social media and on American and European beaches, where vacationers are dressed in eye-catching patterns for dresses, slacks, and swimsuits. This summer is especially popular for Pucci's geometric patterns, Missoni's zigzags, and Roberto Cavalli's animal prints. This trend benefits Made in Italy, since Missoni and Pucci sales have doubled since 2024. Demand for some Italian brands is also rising on the secondary market. Vintage Cavalli dress sales have surged by 191% on The RealReal, while Missoni searches on Depop have increased by 91% in the last two months. A pre-owned Missoni clothing item normally costs $250, compared to $1,500 at a boutique.