Last night the streets came alive in Milan’s ‘golden quadrilateral’ from Via Manzoni, down Montenapoleone, across Corso Matteotti and Corso Venezia, all the way back up along Via della Spiga. Milan’s trendiest shopping area became a veritable playground for fashionistas looking for a boutique experience unlike any other. The event was Vogue’s Fashion Night Out, now an international affair that hits other global cities like New York, London, Paris and Rome. Last night was Milan’s turn to shine with brands holding special in-boutique cocktails and offering must-have products designed especially for the event.
We hit the pavement to check out the hottest events of the evening. At Kenzo we caught a whiff of their fresh Flower Fragrance, where the Kenzo ladies handed out roses and sprayed passerbys with a nifty perfume spray station, Pal Zileri had a DJ spinning tunes from a new album produced by the label called ‘the Sounds of Elegance’, Vertu had its elegant two floor shop open late so shoppers could browse their luxury technology. Omega had lovely goddess-like models posing outside of their boutique and handing out white roses and we spotted a lot of shoppers popping in to pick up a timepiece from the official Olympic timekeeper for London 2012.
Paul & Shark had a special guest appearance from Italian film hottie Riccardo Scamarcio, Corneliani had handsome male models posing outside with people for photos and DSquared2 actually had their creative design duo and brothers Dean and Dan Caten (pictured above) show up for their VFNO event, looking sharp as ever. Valentino’s gorgeous two-floor boutique became a veritable wonderland for men and women to mingle and sip Aperol spritzes, while browsing through the beautiful garments surrounding them. They had a limited edition bracelet cuff from their ‘Rock Stud’ collection for sale in honour of the event. Louis Vuitton set the scene for a 1920s style affair with waitresses dressed like turn-of-the-century English maids, while Alberta Ferretti and Ermenegildo Zegna designed custom bags especially for the evening.
Dodo’s fantastic three-floor boutique became every girl’s fantasy with photographers snapping their photos, a special tattoo station and a quiet, elegantly dressed salon upstairs to make a charms purchase. Dodo also partnered up with the king of place settings, Richard Ginori to create a limited edition mug and saucer (pictured below).
We have to say we were impressed with how all of the boutiques stayed open late, and they were rewarded with a turnout unlike any other. The streets of Milan’s golden quadrilateral have never been so packed! It was a night proclaiming that fashion is alive and well, with many devoted fans to count as its allies.
Vogue's Fashion Night Out Milan 2011
by Alessia Domanico