To the town’s most discerning style mavens, Paolo is a local hero and his workshop is a cave of wonders, draped in all manner of billowing cloths and painstakingly sourced fabrics, while his dresses are exuberant – like relics pulled from the costume cupboard of La Dolce Vita circa 1960.

Dadà is a glossy concept store that aims to broach the divide between fashion and contemporary art - not necessarily the sort of thing you expect to find in the diminutive seaside town of Forte dei Marmi, just alonng the coast from Pietrasanta. Brands like Comme des Garçons and Lemaire line the racks. We're calling it Tuscany's answer to Dover Street Market.