MILAN STYLE: Milan has a new fashion line, called Milano Design. During a press conference at Milan City Hall, the city’s trade, production, tourism and marketing councilor Franco D’Alfonso has presented the brand, which aims to promote the image of Milan in the world.
The line will include a number of products designed by several personalities from the city’s fashion industry, who will allocate their royalties to Milan charity associations. For the launch of the project, Elio Fiorucci, Milano Design art director, designed a T-shirt showing colorful flowers, mushrooms and ladybugs.
“I’m really happy to be the first designer to collaborate in the developing of the line,” said Fiorucci, who will donate his royalties to the Fondazione Achille Castiglioni preserving the memory and the work of the late Milanese architect.
Available from September at Milano Design flagship store in Milan’s Piazza San Babila and at the Triennale Museum shop at 50 euros, $65 at current exchange rates, the t-shirt will come with a metallic box decorated with a sketch of the Duomo cathedral.