According to a national survey conducted by on behalf of Ecco Domani® Wines of Italy, wine-drinking American adults surveyed believe style, in its myriad forms, is on the decline. And while many lament that style is slipping, the survey also revealed an interesting paradox: although most aspire to be stylish, respondents are not making the easy upgrades needed to incorporate style into their day-to-day lives.

The essence of wine is inherently stylish—its refined nature can elevate any casual occasion with minimal effort. Because of this, chic Italian wine brand Ecco Domani is aiming to spark conversations around the state of style today, and show how bringing style back in modern ways can be as simple as uncorking a bottle of wine. The effort includes a campaign across print, digital and social platforms to suggest and celebrate the small, stylish touches that make all the difference.

Bring Style Back
At the foundation of its findings, the Ecco Domani survey revealed most respondents agree the previous generation lived more stylishly than their own. Additionally, most agree the generation following their own exhibits even less style in the measured areas, contributing to the slip:

  • 79% of respondents agree there has been a decline in manners and etiquette over the past few decades, and 65% of respondentsagree generations younger than their own generally have poor manners
  • 46% of respondents agree their parents’ generation put more effort into entertaining guests than they currently do
  • 50% of respondents agree their parents’ generation invested more time in their fashion choices and grooming habits than they currently do

According to the survey, most participants yearn for an improvement in their own or others’ manners and etiquette, entertaining practices and personal appearance:

  • 79% of those surveyed wish better manners were a priority as in previous generations
  • 62% of respondents wish they entertained more often
  • 61% of participants wish they or others put more effort into maintaining personal appearance

Style Denial
That said, the Ecco Domani survey exposed an unanticipated insight: In reality, most wine-drinking Americans are not altering their day-to-day behavior to match their desire to be as style-wise as their parents’ generation was, in terms of manners, entertaining, and fashion and grooming:

  • 46% of men say they never or hardly ever stand up when a lady leaves the table
  • 48% of respondents have not sent a handwritten thank-you note within the past year or ever
  • 57% of respondents do not display a decorative centerpiece when entertaining in their homes

Using the enlightening style survey insights as a guide, Ecco Domani is kicking off a style revival, and encouraging a return to style by showing how it can be classy, contemporary and fun.

“At Ecco Domani, we think style is paying attention to little things; it’s not formal or costly—it’s wearing lipstick to the grocery store or always bringing a gift to the host and hostess, as was customary in our parents’ day,” said Molly Davis, Vice President of Marketing for Ecco Domani Wines of Italy. “And because wine has always been associated with effortless elegance—in fact, one in four respondents think it’s the wine selection that elevates an occasion from ordinary to extraordinary–Ecco Domani Wines is raising a glass to celebrate the return of style.”

Ecco Domani also runs a  Fashion Foundation :  – Ecco Domani means “here’s tomorrow,” and look toward the future for both our wines and the world around us. In support of innovation in the fashion industry, the Ecco Domani Fashion Foundation (EDFF) is dedicated to supporting the careers of aspiring fashion designers. Each year, the EDFF awards a $25,000 grant to fashion designers to present a runway show at New York Fashion Week. These designers represent the future of fashion, and many Ecco Domani Fashion Foundation winners have gone on to have successful careers in the fashion industry.

Learn more about some of our most successful past EDFF winners.

Meet our 2012 designers .

Are you a fashion designer? Learn more about how to apply for a grant from the Ecco Domani Fashion Foundation.

To become a part of the style revival, and to gain and give easy tips on how to incorporate style into your day-to-day, and


About The Author

The LA Fashion Magazine is the quintessential fashion and lifestyle magazine for the greater Los Angeles area, delivering the latest trends in fashion, beauty, art, travel, and entertainment from not only Los Angeles, but from around the world. The LA Fashion Magazine spotlights local designers, artists, places and trends for an affluent, dedicated audience. Each issue of The LA Fashion Magazine is the shopping guide for Los Angeles and surrounding cities. Launched in 2012, The LA Fashion Magazine is the premiere, upscale style, fashion and shopping publication for all of Southern California.

Leave a Reply