At the heart of this campaign is Maria Grazia, a 70-something retired MD and true icon of bagno culture. For decades, Maria and her husband have spent their summers at Lido la Sorgente, tanning, swimming, and playing cards with friends. Her unapologetic zest for life shines through her habits: chain-smoking, savoring Nutella by the jar, and wearing heels (yes, even to the beach).