The fashion capital of the world

There’s really only one thing to do when in Milan and that is shop until you drop 

London, Paris, New York and Milan—fashion cities of the world—but when it comes to nations no one can deny Italy as the most fashionable nation on earth. Whether its stylish businessmen pulling off perfectly tailored suits, or elegant society ladies in the latest designer gowns—fashion is a major part of everyday life in Italy.

Whilst Silicon Valley’s trends-setters might have coined the phrase ‘geek-chic’ for eschewing suits in favour of hoodies and trainers you won’t spot many Milanese doing dress down Friday. Italy’s love affair with fashion dates back to the Renaissance when the country was home to the world’s greatest thinkers, artists, architects and philosophers. Galileo, Raphael, Da Vinci were among the many of this era creating a new genre of art, design and fashion. And it was in no small part thanks to the wealth created by the extraordinarily wealthy Medici banking family, who patronised artists, commissioned grand buildings and made Venice, Florence and Milan into some of the most important art centres of earth.

Balls were held in grand houses in Naples, Venice and Genoa for the wealthy traders, bankers and diplomats to network, flaunt their wealth, and to show off the latest fashions.

Over the coming centuries, courtiers at the Royal Courts of England, France and Spain competed with Italy, wearing flamboyant costumes to show off their influence and so London, Paris and Madrid also saw a fashion scene blossom. By the 19th century, designers would host private parties in stately homes, where models wearing their latest works would parade in front of wealthy patrons. The concept of the fashion show was born.

At this time, Milan was producing quality leather products and luggage. Brands such as Prada, Serapian and Bertoni emerged, and Milan gained a reputation for having a high volume of exceptionally talented tailors, embroiders, printers and fabric makers.

These highly skilled workers drew the attention of designers from around the world and, after the turmoil of the first half of the 20th century, Milan once again took the title of fashion capital.

The warm Mediterranean weather combined with the naturally slender Italian frame has also been credited with allowing designers to create sleek, elegant clothing that might not be possible to create in colder, northern climates. But in recent years, brands from Italy such Roberto Cavalli, Prada, Gucci, Dolce Gabbana and Salvatore Ferragamo have dominated the luxury fashion market more than any other nation.

Where to shop in Milan

Quadrilatero della Moda—Milan’s fashion quarter is sometimes known as the Golden Rectangle (Quadrilatero d’Oro) due to its abundance of luxury. Fashion houses stores, luxury boutiques and jewellery shops fill the four streets of Via Monte Napoleone, Via Alessandro Manzoni, Via della Spiga and Corso Venezia. It is also home to many of the ateliers and workshops which create the works of art and is regarded as the quarter of excellence for luxury fashion.

Via Monte Napoleone is one of the most exclusive (and expensive) streets in the fashion world. Named after Napoleon—an infamous fashion lover—this street is packed with boutiques from some of the most exclusive brands both Italian and international.

Near Piazza San Babili just to the east of Quadrilatero d’Oro is the famous 12-storey department store called the Brian & Barry building. It stocks well-known fashion brands and well as more emerging and cutting edge designers and has some great cafes and bars to enjoy views of the city from. For more price-sensitive shoppers DMAG has two outlets in the fashion quarter that offer cut-price deals on designer labels. Il Salvagente is another outlet store just east of the centre that features discount items from both established and emerging designers.

When in the Golden Quarter, don’t miss out on a visit to the Prada flagship on Galleria Vittorio Emanuele II— the place where Mario Prada opened his first shop in 1913. Little has changed in the century since and as well as the fashion label’s clothing and accessories, the venue feels almost like a museum, dedicated to the great designer.

If it’s more high-street fashion that you’re after then many brands can be found along Corso Buenos Aires and on Corso Vittorio Emanuele II, near the Duomo. The Piazza del Duomo is also home to La Rinascente, one of Italy’s most elegant department stores featuring most well-known brands for both men and women. It also has an excellent restaurant on the top floor providing fantastic view of the ancient cathedral.

Just west of the Quadrilatero d’Oro is the Brera district is known for being an arts area where little boutiques are nestled in the old beautiful buildings of the area. Cavalli e Nastri has three funky boutiques in this district with lovely items of vintage clothing on show.

For a more avant-garde feel then the Navigli area. Famed for its canals, this district in the south of the city has a wider variety (and wider budget range) of shops. Frip is an excellent venue to find classics from across Europe, while Wait and See just to the north of Navigli is a colourful boutique hidden down the 18th century Five Streets (cinque vie). Curated by Umberta Zameletti, Wait and See offers clothing and accessories for women as well as vintage pieces from around the world. Also tucked away down Navigli’s back streets is Six Gallery. Established by creatives, architects and designers, it is a great place to find object d’art, home furnishings, fresh flowers and even a good cocktail from their bar.

Further vintage and contemporary design and furniture pieces can be found at Spazio Rossana Orlandi. The eponymous designer turned this former tie factory in the west of the city into a multi-function space that is as much gallery as shop and plays host to an array of fashion and design events.

When to go

Milan Fashion Week held every spring and autumn since 1958, is the world’s most exclusive fashion event that sees every designer, model and fashion media heavyweight descend on the city to show off and witness the latest trends. Milano Unica—a fashion trade fair—is also a fantastic opportunity to not only see the mainstream designers’ exclusive designs but also, discover some up and coming designers too.