Dounia – 11/07/2007 – Milan Fashion Fever

The other main feature of Italy is « Fashion ». Milan is a city that definitely makes one realize how much fashion matters in Italy. Indeed, with Paris, New York and London, Milan is one of the four fashion capitals. However, having lived in Paris and having been in London and New York, I really feel that there is something special about it in Milan that one can’t find in those three other cities.

In Milan, one can find all kind of nice shops all around the city. However, the place to be for famous brands’ shopping is the “quadrilatero d’oro”, four streets that display only famous designers shops (Armani, D&G, Gucci, Dior,…), the most famous one being “Via Montenapoleone”. This street is the equivalent of “l’Avenue Montaigne” in Paris or “Rodeo Drive” in L.A.!

I had the chance to be in Milan in September during the well-known “Fashion Week”. This week is very important for the city as many designers, models, and famous people gather in Milan to attend the various catwalks held there. Attending catwalks is a “VIP” privilege. However, as I leave in the Navigli, a lovely neighbourhood that has a nice “channel” (the Naviglio Grande) and nice old houses (all yellow, green and red paintings just as in the old times), I had the chance to see fashion shootings: models dressed in nice outfits, with perfect hairdressing and make up, making picture along the channel, which is indeed a nice setting for a picture!

I also had the chance to attend a shop opening. “Scappino” is a formal menswear shop, located in Via Montenapoleone! It was created by an Italian guy from Torino in the 20’s. In the 30’s, this guy decided to take the brand to Mexico, where he moved with his family. I met his grandson, also an exchange student here in Milan, during an Italian class we took together, we become very good friends, and that’s how I actually made it to this opening event. I went there with a bunch of friends from the Italian class. We were all dressed up, all being so excited about the event! The opening was held outdoors in a nice restaurant located a block from the store. There were a lot of people from the fashion industry, people from some famous magazines, people even from the “upper” Milanese and Mexican society. It was really nice to be surrounded by all those nice people. Even a former “Miss Mexico” was there! A nice Italian buffet was set up (food is, as I mentioned before, really important for Italian people!), and catwalks were held on a impressing red carpet! It was definitely an exciting night!

After that opening party, we went with a couple of friends to the “Armani Nobu” bar, 5 minutes far from there, to get a drink. Indeed, the funny thing about Milan is that there is a whole set of restaurants, bars and clubs that belong to famous Italian designers. For instance, there is the Armani Café, the Armani Nobu (restaurant), the Armani Privé (night club), the D&G (bar and restaurant), the Just Cavalli Café (bar and restaurant), etc. This gives you an idea on how important fashion is in this city!!

Talking about designers, last week I was wondering around Duomo (the main Cathedral in Milan, this is THE sightseeing most important spot if you happen to come to Milan!) when I went by the “Rinascente”, which is a big mall in Milan, the equivalent of “Printemps” in Paris. There, I saw that Tom Ford was going to do some promotion for his new fragrance at the end of the afternoon. Of course, this event got my attention! Being in the neighbourhood, I therefore turned out to see Tom Ford, the former model that became the designer who gave a new life to the “Gucci” brand!

Therefore, I feel surrounded by fashion here in Milan (something I won’t complain about!). The funny thing is that even people in the street and even more at Bocconi (the university I attend here) happen to live on this fashion planet and dress for classes / work as though they were going to a catwalk!