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The present article is focused on the integration of new Italian loanwords in Persian which occurs with the recently borrowed proper names connected with Italian cuisine, brends, microtoponyms, history of art, football, fashion and design. Our analysis of the Persian major lexicographic online resources, numerous items related to the touristic attractions and culture of Italy, and Iranian news articles shows that the democratization of the contact groups facilitates borrowing and integration of new loanwords marked by a significant variability. A general parallel can be noticed between the phonetic adaptation of proper names and that of the other groups of loanwords: the traditional domains such as classical music and fine art terms, and the most recent ones, such as culinary terms. English is often used as an intermediary language, instead of French that for a long period had dominated the language contacts with Europe. Nowadays, with a rapid change of the trend, direct borrowings prevail among the new loanwords or hybrid compounds.
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