Italians are known for their exquisite cultural tastes. Well-cut dresses, beautiful interior decor, tastefully cooked and presented food. And rightly so. But all this goes to pot on Valentine’s day. Suddenly crushed red velvet, ultra-cheesy greetings cards and gaudy golden-bowed teddy bears clinging to over-sized hearts are suddenly de rigeur. Why? Well my theory is this. Italians are always weak for a bit of packaging – you can get away with a not brilliant present if it is suitably adorned, and even the most modest of gifts will always be froofed and preened into bags and boxes and ribbons and bows. And that’s when you have a gift. On Valentine’s day, isn’t it meant all to be about love? And how on earth do you package that? The answer is you package the package – there is nothing left but the package, so you up the ante on the symbol: condense it down to the wrapping up, the making an effort, the taking time and a sprinkling of showmanship.
The bigger the bow the greater the proof that it really is the thought that counts.
