Geraldina Bassani Antivari and Michal Saad

MILAN Geraldina, the women’s wear label founded by Geraldina Bassani Antivari and Michal Saad, has opened its first flagship in Milan’s Brera district.

The brand started taking shape four years ago when Bassani Antivari was still creative director of outerwear label Mr & Mrs Italy and Saad, a former associate fashion editor at Vogue US, was working at Loro Piana as an e-commerce project manager.

Based on an antifashion idea, transcending the concept of trends and seasons, Geraldina wants to offer women “beautiful and flattering clothes, with great quality,” said Bassani Antivari seated in an armchair in the brand’s new Milanese store. This occupies a unique three-story town house, which stands out compared with the stately Milanese buildings that generally line the Brera streets. The venue previously housed a Massimo Piombo boutique was the studio of iconic Italian architect Gae Aulenti.

The Geraldina store in Milan

The Geraldina store in MilanFederico Lomartire

“The last thing I had in mind was to open a store in Milan because people here know me for my family and they might have thought, ‘here is another daddy’s girl,’” said Bassani Antivari, referring to the fact she is the daughter of Luca Bassani Antivari, founder and president of Monaco-based maritime design company Wally Yachts. “But then, Massimo Piombo’s wife called me saying that the space was becoming available and I couldn’t miss the chance to get this marvelous, unique space, which I think reflects the niche, chic attitude of the brand. In addition, I grew up in a house designed by Gae Aulenti — I considered it a sign of destiny.”

The interiors of the store are essential, with floors covered in blue carpeting, and embellished with red velvet curtains and a series of artworks, highlighting the high-end attitude of the label. Clothes are effortlessly displayed on white metallic hangers for a modern effect.

This is not the first retail incursion for the brand, which operates seasonal boutiques in St. Moritz (this winter it relocated from Via Serlas to the pedestrian area) as well as in Porto Cervo at the Promenade du Port luxury retail development. In 2018, the company also managed a temporary store on London’s Brompton Road.

The Geraldina store in Milan

The Geraldina store in Milan.  Federico Lomartire

“In the Milan store, we will have a bigger stock available, but we want to continue focusing on our made-to-measure service,” said Bassani Antivari, highlighting the importance of trunk shows for the brand’s business. “We are in talks to host a couple of them in Aspen and Palm Beach.”

Geraldina’s core offering includes about 25 styles, spanning from blouses and pants with elastic waists to dresses, cashmere blazers and impeccable coats, all available in a range of fabrics and color options.

While pants retail from 450 euros and 1,000 euros, blouses are available from 400 euros to 1,200 euros and blazers are sold at 1,800 euros.

While it continues to collaborate with shoe company Superga, Geraldina is gearing up to unveil a co-branded footwear capsule collection with Sebago.

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