Milan Fashion Week: A New Era of Luxury Retail

Published
September 22, 2025

As Milan Fashion Week approaches, the city is set to witness a remarkable transformation in its luxury retail landscape. Kicking off on September 23, the event will showcase a series of prestigious boutique openings, including renowned names such as Saint Laurent, Fendi, Celine, Valentino, Dries Van Noten, Alberta Ferretti, Plan C, JW Anderson, and Ports 1961. This surge in high-end retail activity signals a renewed confidence in the luxury sector, reflecting a broader recovery trend in the fashion industry.

A Renaissance in Luxury Retail

The Quadrilatero della Moda, Milan’s famed fashion district, is experiencing a renaissance. The influx of new boutiques is not merely a sign of economic recovery; it represents a strategic pivot by luxury brands to adapt to changing consumer preferences and market dynamics. According to industry analysts, this revitalization is crucial for maintaining Milan’s status as a global fashion capital.

Dries Van Noten: A Boutique with Historical Charm

Dries Van Noten has made a significant entry into Milan with its first boutique located at 11 Via Brera. This store, designed in the “Gallery” format previously seen in Paris and Brussels, occupies a 50-square-meter space that focuses on fragrance, beauty, and accessories. The boutique’s design pays homage to the 19th-century palazzo it inhabits, featuring vaulted ceilings and stone walls that create an intimate atmosphere. Noteworthy design elements include a stunning Venini glass chandelier from the 1970s and a Silvio Berrone desk from the 1950s, blending history with modern luxury.

Saint Laurent: A Flagship Transformation

Saint Laurent’s new flagship at 8 Via Montenapoleone is hard to miss. Spanning nearly 1,300 square meters, the boutique has undergone a complete transformation under the creative direction of Anthony Vaccarello. The store’s design incorporates luxurious materials such as marble, ceramics, and eucalyptus wood, creating a contemporary yet glamorous environment. Art pieces and furniture from iconic Italian designers like Gio Ponti and Carlo Scarpa are strategically placed throughout the space, enhancing the boutique’s chic ambiance.

Valentino: A Historic Reopening

Valentino’s flagship at 20 Via Montenapoleone, which first opened its doors in 1969, has recently undergone a significant makeover. The newly designed store features a striking white exterior with contrasting black details, covering three levels and 1,170 square meters. Inside, the boutique is adorned with large green velvet sofas and Art Deco lighting, reflecting the eclectic vision of creative director Alessandro Michele. The layout is thoughtfully divided into distinct areas for menswear and womenswear, catering to a diverse clientele.

JW Anderson: A Lifestyle Proposition

On Via Sant’Andrea, JW Anderson is set to unveil a transformed boutique that mirrors the evolution of the brand under Jonathan Anderson‘s artistic direction at Christian Dior. The store aims to offer a lifestyle experience, showcasing a range of products from knitwear to designer furniture. This shift towards a more holistic retail approach aligns with current trends in consumer behavior, where shoppers seek more than just clothing-they desire an immersive experience.

Plan C: A Concept Store with a Twist

Italian ready-to-wear label Plan C, founded by Carolina Castiglioni, is making its debut with a boutique at 21 Via Manzoni. The “Plan C Frame” store is designed as a modular space that accommodates various brands and categories, featuring a vibrant palette and geometric forms. The boutique includes a pop-up showcasing Aliita jewelry and a central spiral staircase that leads to a basement-level bookshop and magazine kiosk. Castiglioni emphasizes that this innovative space aims to engage the public and broaden the brand’s audience.

The LVMH Influence: Fendi and Celine

Following the grand unveilings of luxury giants like Bulgari and Louis Vuitton, LVMH continues to expand its footprint in Milan. Fendi is set to open its Palazzo Fendi Milano, a six-story building that celebrates Milan’s architectural heritage. This new space will feature a leather and fur workshop, showcasing the brand’s artisanal expertise, alongside a restaurant in collaboration with Langosteria.

Celine is also preparing to reopen its boutique on Via Montenapoleone with a fresh layout and expanded space, further solidifying the street’s reputation as a luxury shopping destination. Additionally, Christian Dior is expected to unveil a major new space in Milan in the coming months, adding to the excitement surrounding the city’s fashion scene.

Alberta Ferretti: A Minimalist Approach

Alberta Ferretti is set to open a new flagship at 26 Via della Spiga, reflecting a renewed vision under creative director Lorenzo Serafini. The boutique spans two levels and features a minimalist design characterized by neutral tones and soft surfaces. The aim is to create a welcoming atmosphere that embodies the timeless elegance associated with the brand.

Ports 1961: A New Chapter

Nearby, Ports 1961 has opened its flagship store at 8 Via della Spiga. This refined space, designed by Francesco Bertolini, showcases a restrained palette and geometric forms, marking a significant milestone for the brand. Founded in 1961 by Japanese-Canadian designer Luke Tanabe, Ports 1961 has evolved under new ownership and is now poised for growth in the competitive luxury market.

Conclusion: A Bright Future for Milan’s Fashion Scene

As Milan Fashion Week unfolds, the city stands at the forefront of a luxury retail renaissance. The wave of new boutique openings not only highlights the resilience of the fashion industry but also reflects a broader cultural shift towards experiential shopping. With established brands reimagining their spaces and new players entering the market, Milan is reaffirming its status as a global fashion capital. The upcoming week promises to be a celebration of creativity, craftsmanship, and the enduring allure of luxury.