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Paninaro is a term that identifies a custom phenomenon born in the eighties in Milan and then spread first in the Milanese metropolitan area and then throughout Italy and the Canton Ticino.
It was characterized by an obsession with designer clothing and adherence to a lifestyle based on consumption that involved every aspect of daily life. The phenomenon soon became known throughout Italy and led to the birth of magazines, films, and television parodies.
Among other media pieces, it was chronicled in Pet Shop Boys' "Paninaro" song.