The arrival of the new millennium was marked by the influence of trends from across the Atlantic: the explosion of commercial TV, the MTV boom, and the allure of pop stars had a significant impact on the aesthetic standards of the era. Tans were deep and year-round; lip gloss was all the rage; glitter adorned the body; and eyebrows were super thin—a look that would become the biggest regret for many. Finally, hair was worn in a crimped style with dramatic highlights. It was an aesthetically chaotic decade, but also one of the most fun and iconic that Y2K nostalgia is still very much alive.
Beauty in the Age of AI: Algorithms, Filters, and the Italian-Girl Aesthetic
Director: Bardia Zeinali; Director of Photography: Tim Lorentzén
And today? Today, Italian beauty is experiencing a dual identity, suspended between a return to greater naturalness and the digital revolution.
On one hand, the Italian-girl aesthetic is all the rage: that effortless look characterized by glowing skin, natural hair (as seen in the Italian Bob), and a touch of mascara. Minimalist yet meticulously crafted down to the smallest detail.
On the other hand, Artificial Intelligence has arrived and, without us even realizing it, has begun to change the rules of the game. AI has created a “universal standard” that risks flattening beauty, erasing the unique features of people’s faces. Furthermore, the creation of perfect virtual models—who never age and are always available—can pose a significant risk to how young women perceive beauty.
Today’s Real Challenge
Historically, Italian beauty has always captivated us, not because of the golden ratio of facial features, but because of its expressiveness, charming imperfection, and characteristic boldness, which allows one’s entire personality to shine through. If the algorithm wants us all to be the same, the new frontier of Italian beauty will be to reclaim the value of the imperfection—a telltale expression, a gray hair, that sense of natural disorder that makes us human and irresistible. Because, as Vogue World Milano teaches us: not everything can be generated by AI, least of all, the proud, confident, and exuberant Italian beauty.
