Tag: Milan

10 Corso Como

10 Corso Como is a Milan Fashion Boutique in Milan founded in 1991 by Carla Sozzani. It is a fashion temple of atmosphere. Whether looking for the latest issue of Vogue or wanting a roof top café or the buying the latest creation from a young designer, all is combined in a relaxed setting. 

While I was attending Milan Fashion Week for Men I managed to get an interview and tour.

How did the idea of a multi-functional space develop?

Before it became a store in 1991, this space was a car garage.  Ms. Sozzani was the Editor in Chief of Special issues for Vogue, then Elle.   She wanted to open something different, a living magazine but with a Biba (the famed 60’s/70’s London store) influence.  At the time there was nothing similar.    Also, we wanted to have the spirit of Milan.

What is 10 Corso Como’s definition of retail therapy?

Slow Shopping.  This is a space to shop without stress, relaxing.  The green area at the entrance, there are many free spaces and chairs to have a café and conversation or to read.

The aesthetics of the store.

The look was done Artist Kris Ruhs.  He designed and planned the furniture and interior.  Carla and Kris have had a long professional relationship.

And the selection process of items in the store, how is this decided?

Store buyers select items then they suggest them to Carla.  She has the final “yes” or “no”.  The boutique shows her personal touches.  There are pieces from many designers.

In your opinion, why has Milan remained a fashion superpower?

The competition between fashion brands keeps everyone on their toes.  We are close to Paris but we do not copy or repeat    Milan has strong design, production aspects, and top level craftsmanship.

What is happening in fashion today?

The need to get the collections out immediately, the see now, buy now strategy is the topic, clients want it  as soon as it comes off the runway.

How do you support new designers?

Carla encourages new designers.  10 Corso Como has competitions for designers from around the world to submit for a chance to get features in the store.   The problem for young brands is resources to continue producing.  Now, we have Marit Ilison from Ukraine, a collection using wool forged using very traditional techniques.

What is the future of 10 Corso Como?

Our shoppers expect the different. This store is about choices. There is always something fresh here; displays, looks.  We have limited collection with brands and designers.   We are beefing up the online presence but it has to be right in staying with 10 Corso Como’s narrative.

I got a personal tour of the store from.  It is an inspiring location. There was a gorgeous Azzendine Alaia dress on display.   I was told “you can always wear something beautiful.”  This look was BEAUTIFUL.  The Stephen Jones Hats were also a highlight.  Dust Magazine had wearable pages in the form printed t-shirts.

Part of the store experience is going back to see what the teams have created, nothing stays, the dynamic is to refresh.

10 Corso Como is located at Corso Como 10 Milan.