HUB Style #02-2026 UK

LESS TREND, MORE SUBSTANCE

In a particularly challenging yet at the same time stimulating historical phase for the fashion system, essential concepts such as credibility, consistency and longevity have become indispensable once again. This is not a nostalgic return to the past, but a collective awakening. The market no longer demands accelerated promises, but solid, transparent projects capable of moving across seasons, contexts and generations. This issue of HUB Style stems from this very intention: to observe, narrate and interpret fashion not merely as a sequence of trends (a dynamic that is sometimes inevitable), but as an ecosystem redefining itself around new priorities.

The woman of Fall-Winter 26/27, the true protagonist of the following pages, is not a passive recipient of an aesthetic, but an active subject of conscious choices. A concrete, everyday femininity, capable of combining elegance, function and identity. In this sense, the cover story dedicated to Skills Milano conveys an idea of style rooted in textile quality, fit and an authentically metropolitan vision, where the product is designed to be lived in, not simply displayed.

There is substantial “substance” as well in one of the central focuses of this issue, dedicated to hiking boots, highlighting five particularly interesting and distinctive brand case histories (Danner, Demon, Diemme, Fracap, Paraboot). From technical footwear to cultural object, hiking boots today represent one of the most compelling examples of hybridization between heritage, performance and lifestyle. Not an ephemeral phenomenon, but a symptom of a profound shift in consumption patterns that rewards durable, repairable and recognizable products. In an increasingly polarized market, hiking boots demonstrate how value lies not only in technological innovation, but in the ability to tell a credible story anchored in territory, craftsmanship and expertise.

This desire and need for less image and more substance also informs another theme addressed in our regular Analytics column, which in this issue focuses on the “sons and daughters of” major international dynasties, shedding light on a far-from-obvious generational transition. Today, inheriting a surname means stepping into the spotlight, assuming responsibility and knowing how to translate economic and symbolic capital into a contemporary vision. Managers, investors, narrators of the future: these new figures must do more than merely safeguard an empire they are called upon to redefine its language, strategies and boundaries. A challenge that is neither simple nor guaranteed.

The same can be said—though this is something we have long acknowledged and reiterated about managing a store today (and especially tomorrow). Our highly anticipated survey “100 points of view” portrays a resilient sector, yet one fully aware of its vulnerabilities. The “return” to physical retail, after the siren calls of recent years that seemed to foreshadow an almost exclusively digital future, confirms the ongoing need for relationships, experience and expertise. At the same time, there is unanimous criticism of the drift toward “permanent discounting” and initiatives such as Black Friday, perceived as destabilizing elements for the system’s credibility. In this scenario combined with a still complex geopolitical context the future of retail can only pass through professionalism, careful selection and the ability to build long-term value.

BENEDETTO SIRONI

Editorial offices Via Tertulliano 68/70 - 20137 Milano - Tel: +39 02 87245180 Corso della Resistenza, 23 20821 Meda (MB) - redazione.hubstyle@mag-net.it www.hubstyle.it Printed by: Ingraph - Seregno (MB). Cover price €1 Year 10 - No. 02 / 2026 Bimonthly publication – Registered at the Court of Milan no. 178 of June 9, 2017 – Registered with ROC no. 16155 of November 23, 2007 The publisher guarantees the utmost confidentiality of personal data in its possession. Such data will be used for subscription management and for sending commercial information. Pursuant to Art. 13 of Law no. 196/2003, data may be corrected or deleted at any time by writing to: MagNet S.r.l. SB Responsabile dati: Benedetto Sironi - Corso della Resistenza, 23 - 20821 Meda (MB) Closed for press on February 19, 2026 follow

Publisher MagNet S.r.l. SB Editor in chief: ANGELO FRIGERIO Editorial Director: BENEDETTO SIRONI

Editors: VALERIA ONETO, SARA FUMAGALLO, MICAELA PANZINI, ALESSANDRO MARRA

Project Manager CRISTIANO ZANNI

Art Director: RICCARDO RECCAGNI Contributors MARCO RIZZI ANGELO RUGGERI

SNEAKERS IN LOVE

For Valentine’s Day, AUTRY teams up with Thomas Lélu. The iconic Medalist becomes a canvas for the message “Do Small Things with Great Love,” handwritten by the artist across the upper and midsole. The capsule includes a custom shoebox and personalized dust bag, blending style, irony, and contemporary romance. Each pair tells a story of kindness and positivity, turning the unboxing into a moment made to be shared.

THE FUTURE IS PRÊT (À PORTER)

Gattinoni celebrates 80 years by returning to prêt-à-porter. Not a revival of the past, but a vibrant reinterpretation of its signature elegance. The heritage of Haute Couture is translated into a contemporary language under the direction of Luigi Filippo Morelli. Strong volumes, tailored details, and stone-inspired tones narrate a selfaware, international femininity. A new expression of style, designed to be lived every day.

DESIGN MEETS TRADITION

Barbour x Kaptain Sunshine celebrates two brands united by a shared devotion to craftsmanship and functionality. Iconic British silhouettes meet Japanese savoir-faire, reimagined through a modern lens where color, modularity, and layering define contemporary style. The Endurance Jacket and Transport Jacket merge clean design with purposeful detailing, featuring hoods and overshirts conceived for versatility and comfort. Lightweight and unlined, they transition effortlessly from city streets to mountain landscapes in shades of red, cream, and deep navy.

FROM THE MOUNTAIN TO THE CITY

From the snowy expanses of the North to the lights of Harajuku, SOREL and NEIGHBORHOOD bring to life a collaboration that spans landscapes and cultures. Two strong visions, united by the same attitude: moving without boundaries, between nature and the city. The Daystorm Horizon GTX emerges from this dialogue, minimal and bold, where outdoor spirit meets street soul in perfect harmony. One step free, anywhere.

TWO JOURNEYS, ONE VISION

In the Giorgio Armani fall-winter 26/27 collection, the encounter with Alanui takes shape. Two distinct visions intertwine in a cardigan that tells a story of travel, both real and imagined. A shawl collar, dense fringe, and a knotted belt create an enveloping gesture, while striped jacquard in shades of blue and amethyst pulses with faraway allure. A subtle dialogue between freedom and discipline, instinct and restraint.

MILAN MEETS SEOUL

From February 27 to March 2, Palazzo Bovara transforms into a bridge between Italy and South Korea. Milan Loves Seoul returns during Fashion Week with an immersive story where fashion, K-beauty, and culture converse between tradition and the future. Designers, creatives, and fresh visions come together in an experiential hub celebrating the energy of contemporary Korea and Milan’s international spirit.

THE BOMBER THAT TRANSCENDS GENERATIONS

Schott NYC’s CWU, born in the ’50s for American pilots, has become a timeless icon. In the Octobre Éditions x Schott NYC collaboration, the classic is updated with bespoke patches, refined details, and recycled nylon, creating a dialogue between heritage and modernity. A piece built to endure time and style, for those who look beyond the horizon.

A MEETING OF KINDRED VISIONS

On the occasion of Fashion Week, Federica Bonifaci and Vitale Barberis Canonico unveil Cape: Timeless Fabric, Iconic Shape, a capsule transforming the cape into a contemporary manifesto. Between architectural construction and material research, the collection celebrates noble wools and textured surfaces, creating enveloping, structured volumes. A project that merges artisanal heritage with design vision, redefining outerwear in an essential, sophisticated, and modern key.

BETWEEN OUTDOOR AND EXPERIMENTATION

Napapijri and British designer Martine Rose return with the third chapter of their SpringSummer 2026 collaboration, blending the brand’s technical outdoor heritage with Rose’s subversive aesthetic. Saturated colors, relaxed silhouettes, and tactical materials transform iconic pieces like the Rainforest anorak into contemporary statements, conveying a vision of style that is both nostalgic and fresh, inviting exploration with attitude.

DESIGN AND PRECISION

MYKITA and OAMC unveil a capsule of eyewear merging contemporary design with technical performance. Hybrid frames in lightweight steel and MYLON, flat lenses, and sculptural side rings offer both protection and style. Vintage ’60s references are reimagined with modern materials and engineering precision.

LIGHT MEETS RARE EARTHS

L.G.R’s new generation of polarized mineral glass lenses is enhanced with TERRE RARE technology, developed exclusively with Barberini. Elements like Neodymium, Praseodymium, and Erbium selectively filter light wavelengths, boosting color, contrast, and depth without compromising the exceptional clarity of mineral glass. The result? A lens that doesn’t alter reality, but reveals it with striking precision.

FROM RUNWAY TO BACKPACK

Walter Van Beirendonck and Eastpak return to surprise at Paris Fashion Week 2026 with the SCARE the CROW collection. Between military references and floral details, soft volumes and rigid structures, the Monster Backpacks reimagined in the Walter Pak’r merge bold design with technical materials, embodying a creative vision that celebrates freedom, functionality, and youthful spirit.

PREMIUM YARNS KNITWEAR

SINCE 1967

INSPIRING VALUE AND BEAUTY

We invite you to discover the new collection at our Milan showroom, Via Tortona 9

DOUCAL’S CONQUERS

THE LOMBARD CAPITAL

A new place where the desire for beauty meets artisanal mastery and quiet elegance takes shape through the brand Doucal’s. At Via Gesù 11, in the heart of Milan, a space dedicated to Italian craftsmanship opens its doors, inviting guests to discover the brand’s creations alongside the culinary flair of chef Davide Oldani. The opening evening, scheduled for February 23, will be enriched by a special appearance from Stefano Accorsi, celebrating a unique milestone and sharing the evolution of a journey defined by style, quality and passion.

AMI PARIS × BALTHAZAR: FRENCH SOUL IN THE HEART OF NEW YORK

Ami Paris and Balthazar bring Paris and SoHo together in a month-long collaboration. From February 12 to March 11, the iconic brasserie transforms into a creative and convivial hub, blending Ami Paris collections with Balthazar’s signature dishes. Illustrated placemats, exclusive packaging and limited-edition cups animate the experience, while a special stand from February 20 to 22 brings the bakery into the streets. A bridge between Parisian elegance and New York energy, celebrating the French art de vivre in the heart of Manhattan.

SIRIVANNAVARI, FIRST BOUTIQUE IN BANGKOK

With this opening, SIRIVANNAVARI further strengthens its creative universe in an increasingly complete dimension, where fashion and high jewelry engage in perfect harmony. The new boutique at Emporium in Bangkok is not merely a retail space, but an aesthetic manifesto celebrating identity, savoirfaire and contemporary vision projecting Thai artisanal excellence onto the global luxury stage with elegance and authority.

SPACE 2000 OPENS ITS NEW HUB IN MILAN

Space 2000 inaugurates its new owned space, including showroom and offices, at Via Morimondo 26 in Milan marking a further step in consolidating the group within the Italian fashion landscape.

Spanning 900 square meters, the new headquarters is designed as a strategic hub for the presentation, sales and development of collections. Conceived as a contemporary, multi-level functional environment, the space represents the evolution of a path begun with the acquisition of the brand add, and will welcome international buyers and partners, integrating product, know-how and industrial vision into a single operational platform.

VANS LE MARAIS DEBUTS IN PARIS

Vans Le Marais lit up Paris with a debut designed for the community: through music, creativity and authentic connections, the new location hosted emerging artists and international voices. The evening was elevated by the special presence of SZA, artistic director of Vans, featuring DJ sets, live performances and exclusive customization moments—launching a true creative hub in the heart of the city.

COVER STORY

ESSENCE OF MILAN

Skills Milano celebrates authentic femininity shaped by culture and metropolitan lifestyle. Each piece is grounded in clear principles and precise vision, designed to dress women with elegance and awareness

by Valeria Oneto

Born from the encounter of the managerial vision and creative sensibility of Luciana Provezza and Gea Fanelli, the Italian-based brand Skills Milano has developed a distinctive stylistic language built on textile quality, a flawless fit and a contemporary, authentic, grounded femininity. Blazers, trousers and coats, as well as refined knitwear, define a total look so versatile it follows women through their everyday lives, from office hours to downtime, with effortless elegance. Italian heritage remains the beating heart of the collections, blended in innovative materials that combine comfort, performance and style. At the same time, brand awareness remains central to the research process on aesthetics and functionality. Beyond its tailoring dimension, the label conveys an inclusive and responsible philosophy: discreet yet tangible social initiatives reflect a commit-

ment to the community which is complementary to its focus on detail and garment quality. The recent international expansion and rebranding have further strengthened the brand’s memorability, aligning it even closer with its contemporary identity, while preserving its ability to valorize every woman who chooses to wear it. “An element that truly reflects the spirit of the brand is that we are the first to wear the collections ourselves: we live in them daily, test and interpret them depending on our own personalities,” says Luciana Provezza, brand manager. A statement that highlights how the core of Skills Milano lies in the cohesion of a team united by shared values, vision and a passion for authentic, purposeful fashion.

Skills Milano was founded on the shared vision of Luciana Provezza, brand manager, and Gea Fanelli,

designer. In a market that often separates management and creativity, is it strategic to maintain a direct dialogue between these two worlds?

At Skills Milano, style and management have always been deeply intertwined. Gea and I approach every project with the same aesthetic and identity-driven vision. Maintaining this dialogue is essential, because it stems from a shared sensitivity towards how women live and interpret clothing. Our goal is to understand their needs and translate them into garments that make them feel comfortable, valued and confident. When a woman recognizes herself in what she wears, that confidence becomes part of how she engages with the world.

After the rebranding from Skills & Genes to Skills Milano, how has the brand identity evolved and what are your priorities today?

We chose to rebrand because we wanted the identity to be more recognizable, immediate and aligned with the brand’s evolution. The new name and logo mark a natural step towards a clearer and more contemporary positioning. Our priorities, however, are unchanged: to preserve the style and quality that have always defined us, while strengthening our brand’s memorability and recognition in the market.

The merger between Golden Season and Goodfellas created new opportunities. What has changed in terms of brand management and distribution?

The merger has reinforced the strength and credibility of the group, which is now recognized as a structured, competent, and reliable company with four distinct brands operating in Italy and internationally. For Skills Milano, this means benefiting from a broader structure and cross-fun-

ctional expertise, while maintaining a strong and defined identity. We still aim to grow progressively, especially abroad, while creating a network of partners and associates who share our vision.

Currently, which are your most relevant markets and what is their impact on the revenue? Did you plan any new openings or international collaborations?

Today, the Italian market accounts for around 70% of our revenue and remains our primary reference. In the coming years, we aim to strengthen our presence across Europe, consolidating established markets such as France and Spain while exploring new international development opportunities.

The made in Italy-production remains central. How can it coexist with overseas production and the search for innovative materials?

Approximately 90% of our collections are produced in Italy. Even when we work with foreign manufacturers, we uphold extremely rigorous quality standards: material selection and quality control remain in-house, under the supervision of the creative direction. This approach guarantees consistency, traceability and continuity in product quality.

The quality of yarns is one of your distinguishing features. Is there something new you are pursuing among wool, cashmere and technical materials?

Textile research is a constant in our work and represents one of its pillars. We prefer selected natural fibers for their durability, comfort and aesthetic appeal, and integrate them with innovative materials that enhance performance and functionality without compromising the elegance of the garment.

How has the brand’s style evolved in recent years, and how much do designers drive silhouettes, details and collection structure?

Evolutions in style naturally follow the shifts in the fashion language, while maintaining the elements that define the brand’s core identity. Blazers and trousers remain iconic pieces, valued for their fit and comfort — qualities that allow them to transcend seasonal trends and retain their relevance over time. Our designers play a central role in defining silhouettes, construction and details, ensuring a constant balance between innovation and awareness.

The spring-summer 26/27 collection presents a versatile, modern feminine total look. What are the key pieces and what message do you want to convey?

The new collection focuses on blazers, trousers and coats, as well as on knitwear crafted from fine yarns that completes the total look with elegance and quality. It’s the story of a wardrobe suiting women through their everyday routines: versatile garments that transition naturally from professional settings to leisure time through subtle styling changes. A contemporary, feminine aesthetic that blends refinement with practicality.

The brand is also committed to social initiatives. How significant is this dimension within your corporate philosophy?

Social commitment is an integral part of our company philosophy. Management has always supported solidarity projects, often discreetly and away from the spotlight. We believe in tangible, responsible engagement and remain open to collaborations with organizations that share values of integrity, ethics and community awareness.

Looking ahead to the next three to five years, what is your vision for the brand and what developments are you expecting?

In the coming years, we aim to strengthen our interna tional expansion and keep growing while safeguarding the brand’s distinctive values: high quality and reco gnizable style. We want Skills Milano to be chosen by women looking for garments that can valorize them while following their routines. Our goal is to consolida te our position as a contemporary women’s rea dy-to-wear brand, expressing an authentic and personal femininity.

Is there an anecdote or a moment that best defines the spirit of the brand and your journey?

There have been many meaningful mo ments, as Skills Milano was born from a cohesive team united by shared values and vision. One detail that perfectly reflects the brand’s spirit is that we are the first to wear the col lections ourselves: we experien ce them daily, test and interpret them depending on our own personalities. This direct con nection embodies the brand’s versatility, its ability to adapt to different ages and sensibilities, and ultimately the identity built over time.

TRUE LUXURY

It doesn’t shout or demand attention. Quiet and often hidden, today “luxury” goes beyond clichés, speaking a subtler language where craftsmanship and dedication take center stage

by Sara Fumagallo

MICHEL PIZA

Paola Michel Pizá’s Mexican roots, founder and designer of her eponymous brand, bring vibrant energy and an authentic voice. Michel Piza, launched in 2024, emerged from a close observation of contemporary women. Each piece is designed to follow the wearer through the shifting rhythm of daily life, blending aesthetics with function a balance not easily achieved. How does she manage it? As a former professional dancer, she approaches design with discipline, integrity, and entrepreneurial spirit, using the language of movement, precision, and emotion. Each model is crafted in Italy by expert artisans, combining clean architectural lines with soft, sensual materials that move with the body. The current collection, “Avvolta,” embodies these principles: a mood exploring softness, comfort, and natural movement through enveloping shapes hence the name and welcoming materials that feel like a second skin. It is an intimate project of measured, conscious luxury, for women seeking elegance and, above all, freedom.

michelpiza.com Instagram. @michelpiza_

MTLSTUDIO

MTLstudio presents everyday life in its Autumn-Winter 2026 collection, aptly named. The line honors Matteo Lamandini’s childhood memories, founder and creative director, rooted in Emilia-Romagna with subtle Felliniesque references. What emerges from this line? Through contrasts, it reinterprets the men’s work wardrobe in soft tones: grey and pastel blue with brown and navy, plus the signature pink. Tailored wools meet casual pieces, tie-dye in varied shades, faded denim, sheer fabrics, and layering. The highlight? Oversized outerwear inspired by grandfather’s wardrobe, offered in several variations. For the first time, exclusive pieces for women join the genderless collection. “Scenes of Everyday Life” conveys a strong social message, celebrating inclusivity and everyday simplicity.

mtlstudio.it Instagram. @mtlstudio_official

HERITAGE MEETS CITY

From technical and artisanal roots to the city, hiking boots confirm their role as protagonists of contemporary fashion, capable of uniting history, performance, and everyday style

by Valeria Oneto and Cristiano Zanni

Between technical heritage, gorpcore aesthetics, and new consumption patterns, hiking boots, also known as hiking footwear, are experiencing a phase of cultural and commercial redefinition. The global hiking footwear segment is projected to reach around $24 billion by 2025, with forecasts rising to over $50 billion by 2035, driven by outdoor tourism, active lifestyles, and demand for durable products. At the same time, trekking boots today represent one of the most solid categories within outdoor footwear, with hundreds of millions of pairs sold annually and growing demand for comfort, waterproofing, and lightness (expert market research). In this scenario, the market is polarizing: on one

1 Your brand originates from technical and artisanal roots, between work, mountains, and performance. In an increasingly fashion-forward and urban context, what have you chosen not to change in the construction of hiking boots, and how much do territory, manufacturing, and heritage still influence them?

2 In recent years, hiking boots have shifted from a technical tool to a cultural object. Do you believe this change comes from fashion or from a real need among people for more

ALESSANDRO ALLEGRINI co-founder Box Agency, master agent Italy DANNER

1 Since its founding in Wisconsin in 1932 by Charles Danner, the brand has maintained a strong connection to its territory. After moving to Portland in 1936, the company developed work boots deeply tied to the Pacific Northwest. This relationship between quality, heritage, product, and territory is still evident in boots handcrafted in Portland.

2

Interest in the outdoors stems from a real lifestyle change. Consumers seek authentic, durable, and comfortable products. Fashion accelerated this process, especially during the Covid period, reinforcing the link with outdoor activities and

side, major global players push for innovation and volume; on the other, heritage and manufacturing brands strengthen the cultural and identity value of the product. Trade fairs, from Pitti Uomo, confirm a growing presence of hiking boots in a lifestyle key, signaling an increasingly close dialogue between outdoor and contemporary fashion, especially in mature markets such as Italy and creative hubs like Milan. The following interviews narrate this transition through the direct voices of the players: spanning craftsmanship, technical innovation, evolving customers, and future scenarios of a category that today oscillates between cultural niche and new classic of the contemporary wardrobe.

functional and durable products? Do you still design them starting from outdoor performance, or has design now begun with everyday use in mind?

3 In a global market dominated by large outdoor groups, how economically sustainable is it to maintain artisanal or semi-artisanal production? And have you seen real growth in demand, or mainly an increase in perceived value in recent years?

4

Who is the hiking boot customer today: an outdoor consumer, a fashion-conscious client, or a new hybrid

wellness. Danner always starts from absolute quality, sourcing the best materials and ensuring maximum comfort, both for technical and lifestyle boots.

3

Danner has never compromised on artisanal production. In Italy, a significant portion of revenue comes from Made in USA boots, positioned in the mid-tohigh range. Today, even end customers recognize and appreciate the quality value regardless of price.

4

The customer is increasingly hybrid. The brand’s strength lies in its complete range: from Made in USA boots for fashion to lifestyle shoes and hiking products. This allows it to meet diverse needs in a constantly evolving market.

5 Sustainability and material selection will become ever more central. Quality, durability, and comfort will remain the main drivers in product development.

figure? And how is this audience changing geographically?

5 Which innovations are truly changing the way hiking boots are designed today? Sustainable materials, new construction techniques, greater attention to urban comfort, or a mix of all these elements? What will guide the product’s future?

6

In ten years, will hiking boots remain a niche product with high cultural value, or will they become a stable pillar of contemporary footwear, as sneakers did in the 2000s?

6

The hiking boot will become increasingly integrated into contemporary footwear. It will not replicate the sneaker phenomenon in terms of volume, but the hiking world can secure a stable and relevant place in the global market.

ALBERTO DEON brand manager

1

2

The hiking boot no longer exists as an absolute symbol of mountain footwear. Mountaineering is moving toward hybrid forms, and the boot echoes its technical past. Fashion today exploits its nostalgic imagery. Demon works on deconstructing the traditional concept, as seen in the HONO project.

3

Consumers are redefining priorities. The boot often becomes more a nostalgic statement than functional. Technical mountaineering remains a niche for experts, while trail running grows and spreads even in urban contexts.

6 The term “hiking boot” is already partially outdated. The product will become a nostalgic object with strong narrative value. Structural limits related to comfort and insulation prevent it from replacing the sneaker.

The construction aspect has remained central. The project originates from a reinterpretation of the traditional Montebelluna hiking boot. The iconic Poyana model represents a formal re-reading of the historic boot, retaining technical elements such as Vibram soles, micro midsoles, crampon-compatible heel, hand-applied double-lasting vamp, clean upper, and hooks, reorchestrated in a contemporary key.

4

The audience mainly consists of outdoor consumers and fashion clients, often with varying levels of awareness.

5

New construction techniques are redefining the traditional boot. In the future, it will be harder to distinguish clear categories: features such as lightness, insulation, and modularity will be transversal, generating products with a more fluid aesthetic.

DEMON GAETANO BAIOCCO country manager DIEMME

1

Diemme boots are built today exactly as 40 years ago, following the same artisanal tradition born in Asolo, Veneto. The only difference is the use of higher-quality materials and updated colors, which allowed the brand to enter fashion stores successfully. Territory, manufacturing, and heritage continue to deeply influence every design choice, preserving the technical identity of the product while making it suitable for contemporary urban lifestyle. The brand has been a trendsetter: many luxury brands have reinterpreted the model, but the company maintains its historical and artisanal vision.

2

Diemme sees the transformation of the hiking boot into a cultural object as stemming both from daily use and product history. The original construction, designed for performance

and durability, remains the foundation: modern design and placement in fashion stores have amplified product perception, yet attention to functionality and quality remains central. Material and sole evolution makes the product more technical and refined without altering the original structure.

3

Artisanal production is sustainable and a brand strength. Diemme boots have a suggested price around €500. The brand has experienced real and exponential demand growth in recent years, not just an increase in perceived value. Currently, there are about 40 selected quality stores in Italy, reflecting the brand strategy, with no immediate expansion plans.

4

The Diemme boot customer is transversal: including both outdoor enthusiasts and fashion consumers, up to professionals seeking an elegant yet technical product. Geographically, the audience is concentrated mainly in Northern Italy, where the boot was first adopted, but is also consolidating in Central and Southern regions, with selected stores in Rome, Milan, Palermo, Salerno, and Pesaro.

5

Innovations mainly concern materials, now more technical and refined, but traditional construction remains unchanged. The brand works on a mix of sustainability, performance, and urban comfort, aiming to make the boot versatile: suitable for men and women, wearable in the city, at the office, and beyond extreme conditions. The idea is for it to become a key wardrobe item, always ready to wear.

6

Looking ahead, the hope is that the boot maintains relevance and continues to grow as a lifestyle and fashion product. Artisanal construction, heritage, and versatility make it an item destined to last, with a significant role in the contemporary wardrobe.

3

1

The technical and artisanal heart of the product remains unchanged. Boots continue to be made with Ideal construction, which joins upper and sole to ensure solidity, durability, and resoling capability. Materials are selected for longevity. The connection to Salento is central: craftsmanship skills have been passed down for over a century, and heritage guides design choices. Even when aesthetics engage with urban style, the structure stays true to technical function.

2

Change originates more from real need than fashion. Consumers seek authentic and durable products. Fashion has amplified the phenomenon, but the base remains functional and cultural. The project still starts from performance comfort and durability upon which design is built. The boot thus becomes versatile and customizable, including via a configurator with over 2,000 combinations.

Artisanal production is a challenge but also a strength. Value lies in quality, uniqueness, and product longevity. In recent years, real demand growth has occurred, alongside increased perceived value. Consumers recognize the value of true Made in Italy and traditional techniques. Every boot is customizable, strengthening the client bond, even internationally.

4 Today’s customer is a hybrid and transversal figure: not only outdoor, but attentive to materials, processes, and cultural value. Customization reinforces engagement. Geographically, demand is growing in Japan, the United States, and Northern Europe, in addition to the European market.

1 Paraboot is a brand deeply rooted near Grenoble, with a long production tradition and extensive use of artisanal techniques such as Goodyear and Norwegian construction. Manufacturing, including soles, is entirely local and closely tied to the company’s heritage, dating back to 1908.

2 The hiking boot, including models like Avoriaz, Clusaz, Yosemite, and Montana, has always been a historic product for the company. The same models were already present in the 1950s under the Galibier brand. Today, consumers favor increasingly

5

Innovation mainly concerns sustainability and process optimization: reducing waste, conscious resource use, and research into high-performance materials and construction without losing artisanal quality. Innovation must always dialogue with tradition.

6

Hiking boots will become a stable pillar of contemporary footwear. They will not replace sneakers but will represent a solid and mature alternative, thanks to their transversal and hybrid nature.

casual clothing, appreciating the heritage, comfort, and aesthetics of Paraboot boots, which have remained consistent over time.

3

In the past ten years, the brand has grown steadily. Paraboot is not perceived as a purely outdoor brand but as a historic workwear and lifestyle label. Despite artisanal production complexities, the company has become a reference in the lifestyle and fashion segment.

4

The hiking boot customer today is global and transversal. The product is less tied to technical outdoor use and more oriented toward a fashion-in-

spired audience, balancing sportiness and comfort.

5

Hiking boots integrate numerous technical innovations, especially in the outdoor segment related to mountains and adventure. New construction techniques are adopted while maintaining great attention to urban comfort. The product’s future remains strongly tied to brand image and positioning.

6

Market evolution, as already seen with sneakers and denim, shows that comfort will remain central to consumer choices. For this reason, hiking boots will continue to find their place in the market.

THE NEW GEOGRAPHY OF LUXURY

Under the sign of acquisitions, fashion reshapes its balance between industrial strategy and long-term vision

by Angelo Ruggeri

They don’t make noise like a runway show nor do they land on a cover like an iconic dress, yet corporate operations are what truly reshape the face of fashion. While the public looks at collections, major groups work behind the scenes, moving capital, brands and strategies. The latest acquisitions— either finalized or still hypothetical—reveal a sector in intense motion, called to respond to a market that is more selective, competitive and attentive to industrial solidity.

Prada and Versace: a symbolic deal

Undoubtedly the most significant news is Versace’s entry into the perimeter of the Prada Group. The deal, completed after obtaining all regulatory approvals, is worth nearly €1.3 billion and marks a historic turning point for Italian luxury. Prada has acquired the Medusa maison from Capri Holdings, strengthening its role as an industrial hub and expanding its portfolio with one of the most iconic brands of Made in Italy. An operation that brings together different yet complementary visions, restoring centrality to the Italian fashion system within the international landscape.

Sergio Rossi and the Bonini hypothesis For now, the possible acquisition of Sergio Rossi by Massimo Bonini remains a rumor. The footwear brand, currently controlled by Lanvin Group, could fit into a vertical integration strategy already initiated by Bonini, who in 2023 acquired the majority stake in the Marchebased footwear manufacturer Giorgio Fabiani. In the background are the financial difficulties of Lanvin Group, which recorded a 22% revenue decline in the last semester,

while Sergio Rossi posted a 24.9% drop, stopping at €15.3 million. Figures that make an asset rationalization scenario plausible.

OTB Group and a potential interest in Alexander McQueen

Among the most closely watched rumors is the one involving Renzo Rosso and OTB Group, which is reportedly evaluating the acquisition of Alexander McQueen from Kering. If confirmed, the move would represent a key milestone in the history of the Veneto-based group, strengthening its international profile and its ability to manage brands with strong creative value. Regardless of the solidity of the negotiations, the signal is clear: OTB continues to view growth as a strategic lever.

Damiani and Baume & Mercier: watchmaking at the forefront

In the hard luxury segment, the Damiani Group takes a significant step with the acquisition of Baume & Mercier from Richemont, with closing expected in summer 2026. The operation expands the Piedmont-based group’s portfolio with a watchmaking brand boasting over 200 years of history. The goal is to strengthen its visibility and distribution, also through new mono-brand boutiques, while Richemont will continue to provide operational support during the transition phase. Overall, these operations outline a luxury industry increasingly oriented toward structure, industrial vision and the long term. A quiet transformation—yet one destined to profoundly shape the future of fashion and luxury.

MILAN FASHION

Three Milanese boutiques and an e-commerce platform blending tradition with international research. Chicchi Ginepri offers an exclusive selection of designers for clients attentive to quality

by Sara Fumagallo

Since 1968, Chicchi Ginepri has been a landmark for research-driven fashion in Milan. Born from the passion of a very young Chicchi and her mother, the project evolved over time thanks also to the collaboration of her sons, Augusto and Enrico, while preserving its identity: a rigorous and international selection of garments capable of combining quality, originality and product culture. Today, the company is present at three Milan addresses: the historic space in Viale Murillo, the boutique in Piazza De Agostini and the store at Via Manin 13, opened in 2000 and over the years transformed into a stage for meetings and events dedicated to Italian and international designers. Alongside its physical dimension, the brand has in recent years strengthened its digital presence with an e-commerce platform conceived as a natural extension of the boutique—a virtual space supported by personalized consultations, where the shopping experience retains the same care and attention reserved for in-store clients. We discussed this evolution with Lodovica Davoli, founder and owner.

What is the story of Chicchi Ginepri?

A love for fashion understood as a continuous search for new inspirations and a particular sensitivity to taste, colors and materials gave life, in 1968, to Chicchi Ginepri, now present in Milan with three stores. From day one, the goal has always been to offer a carefully curated selection of garments created by designers from around the world, capable of meeting the needs of a clientele consistently attentive to quality, novelty and originality. The unmistakable

Chicchi Ginepri style can be found today in the historic Viale Murillo store, in the Piazza De Agostini boutique and, since 2000, in the Via Manin 13 space, which also hosts evocative presentation events for Italian and international fashion creators and designers. The most recent development has been the opening to the online world through our e-commerce website.

How do you maintain a balance between tradition, quality and continuous research?

By constantly scouting new designers and collections worldwide. The uniqueness of our suppliers and the absolute excellence of their proposals are key. Special garments produced in limited quantities make every purchase exclusive.

How would you describe today’s ideal Chicchi Ginepri client, and what are their main needs?

Lovers of good taste and of fashion and design culture. Curious individuals eager to learn about both the history of the brands and the aesthetic and production characteristics that distinguish the collections we present each season.

OVERVIEW

Boutique name: Chicchi Ginepri

Owner/Founder: Lodovica Davoli

Store address: Via Daniele Manin 13, 20121 Milan (MI)

Surface area: 150 sqm

Website: chicchiginepri.it

Best-selling brands: A.B, Antipast, Barbara Tani, Casey Casey, Christian Peau, Fissore, Frida Zazou, Gilda Midani, Hannoh, Jamin Puech, Labo.art, Massimo Alba, Mother, Risa Nakamura, Rose e Lini, Suzusan

BORN INTO LUXURY, ARCHITECTS OF THE FUTURE

The heirs of great luxury dynasties: legacy, ambition and the new frontiers of family capitale

by Angelo Ruggeri

The Arnault Family

In the world of global luxury, carrying a celebrated surname is no automatic advantage: it is permanent exposure. Growing up under the spotlight of immense fortunes means standing on generations of brands, markets and social capital, but also confronting the expectation of reinventing that heritage for one’s own time.Today, the so-called “heirs” are no longer passive successors, but managers, investors and narrators of the future. And they often build trajectories of their own, never entirely overlapping with the shadow of their fathers.

The Children of Bernard Arnault: An Alchemy of Power and Discipline

Bernard Arnault has for decades been the undisputed king of global luxury. As Chairman and ceo of LVMH, he has built an empire encompassing Louis Vuitton, Dior, Givenchy, Fendi, Tiffany & Co., Moët & Chandon and dozens of other iconic brands. Yet the true legacy he is shaping is that of the next generation: his five children, all positioned in strategic roles within the group and ready to rethink the family inheritance through their unique expertise. Delphine Arnault, the eldest, is the most emblematic figure. After years of operational experience within Louis Vuitton and Dior, she is now Chairperson and ceo of Christian Dior Couture, the second most important brand in the group after Vuitton. Delphine is also a member of LVMH’s executive committee and board of directors, and her career is a perfect example of how strategic vision can be combined with sensitivity to product creativity within a global empire. Her brother Antoine Arnault is the group’s official voice to the world. As Image and Environment Director for LVMH, he leads the holding company that controls the majority of the family capital and has chaired historic brands such as Berluti and

Loro Piana. His is a bridging figure between heritage and modernity, capable of blending the elegance of the past with today’s ethical and environmental imperatives. Alexandre Arnault embodies the youngest, most tech-oriented spirit. After persuading his father to acquire the German luggage brand Rimowa, whose transformation under his leadership is now regarded as a case study in innovation, he went on to hold key roles at Tiffany & Co. and was appointed Deputy ceo of the Wines & Spirits division at Moët Hennessy, one of LVMH’s most profitable branches. Frédéric Arnault’s ascent is equally significant: with academic degrees in technical disciplines and a strong passion for innovation, he led the watch division for years, spearheaded global projects such as TAG Heuer’s Formula 1 sponsorship, and was recently appointed ceo of Loro Piana, consolidating his position within the fashion and leather goods division, the group’s most lucrative segment. Finally, there is Jean Arnault, the youngest, who currently serves as Watch director of Louis Vuitton. Though not yet a board member like his older siblings, Jean represents a new generation of managers trained not only in corporate dynamics but also in the technologies and performance metrics that define contemporary luxury.

Leonardo Maria Del Vecchio:

The Fourth Son Reinventing a Legacy

Leonardo Maria Del Vecchio’s story is a compelling example of how a formidable inheritance can become a springboard for new forms of economic and cultural power. He grew up immersed in the universe of industrial luxury: after earning a degree in Business Administration and Management from Bocconi University in Milan, he traveled between the United States and the United Kingdom to deepen his understanding of international business practices before returning to the family sphere. Following his father’s passing, he inherited, alongside his siblings, a significant stake in the family holding company Delfin, which controls EssilorLuxottica and

major shares in financial institutions such as Generali and Mediobanca. Yet Leonardo Maria’s defining trait lies not only in his glittering patrimony, but in his ability to build an autonomous entrepreneurial identity.

LMDV Capital: From Family Office to Protagonist of New Markets

In 2022 he founded LMDV Capital, his multidimensional family office based in Milan. It is not merely an investment vehicle, but a laboratory of visions where hospitality, food & beverage, real estate, technology and media intersect. Within LMDV Capital’s portfolio we find restaurants in the heart of Milan and expansion projects in gourmet tourism; investments in tech startups and social platforms; healthcare initiatives focused on concierge care and artificial intelligence; acquisitions and relaunches of historic Italian brands such as Acqua e Terme di Fiuggi; and stakes in film production companies such as Leone Film Group. These moves outline the profile of a sophisticated entrepreneur, capable of translating family capital into a diversified ecosystem of assets aligned with global trends in experiential luxury and made in Italy. His personal wealth is estimated in the billions of dollars, reflecting both inheritance and the dynamic value of his investments.

Beyond the Product: The Power of Narrative Today, luxury is no longer (only) about product, it is storytelling, content, experience. And here a new dimension enters Leonardo Maria’s strategy: publishing. After acquiring a minority stake in Il Giornale, LMDV Capital submitted a binding offer for a majority stake in EN, Editoriale Nazionale, which controls newspapers such as Il Giorno, La Nazione and Il Resto del Carlino. With this move, the heir’s profile expands, from asset manager to influencer of the cultural agenda and public opinion, with a sharp focus on promoting the values of Italian entrepreneurship.

A TRIBUTE TO FREEDOM

ASH accelerates the pace and redefines the concept of contemporary footwear with a nomadic, deeply current vision for the new season

The summer collection by ASH is a manifesto of movement and individuality, where fashion and function intertwine in a fluid, instinctive narrative. At its center is a “wild dreamer” woman, guided by an unrestrained exploratory spirit and a fearless attitude that flows naturally across sneakers, sandals and flats. #ModernNomad and #ASHunpolished are not just hashtags, but true keys to reading the collection. The woman who wears it moves between city, travel and nature with a style that knows no boundaries, blending sophistication and artisanal soul. Each model is a chapter of a personal journey, a fragment of freedom shaped through premium materials, precise craftsmanship and silhouettes designed to adapt to fast rhythms and ever-changing scenarios. The color palette is rooted in earth tones: balanced, material, never loud. Moka Mou envelops with its quiet elegance, Fir Green evokes the depth of forests, while Vapour, mineral and stone-washed, bridges nature and technology. Prints, embroidery and fringes amplify the nomadic language, giving life to versatile footwear ready to move effortlessly between urban settings and open landscapes. The sneaker trend finds a new interpretation in ASH. Here, the lightness of sportswear meets refined femininity, creating a product that is more mature, aware and unmistakably cool.

The campaign, shot among dazzling white salt mountains and the primordial landscapes of Portugal, is a visual ode to freedom. The #WILDDREAMERS traverse terrains sculpted by minerals and raw earth, from sunrise to sunset. Relaxed denim, fluid silhouettes and footwear at the forefront convey an authentic, luminous aesthetic, deeply connected to nature. The main line raises the bar on craftsmanship with Enji, playing with perforations and sculpted volumes; Maya, which reinterprets the ballet flat with a contemporary twist; Bali and Bibi, focused on effortless elegance and precisely calibrated metallic details. Further, Genius, Mystic and Monoi push design forward with prominent soles, soft suede and scenographic fringes, while Brigitte closes with a refined, easy-going everyday option. The sports line, by contrast, is more dynamic, embodying the active spirit of the Modern Nomad. Drake, Miura and Magda experiment with cut-outs, mixed materials and velcro, redefining the concept of functional sneakers. Texas and Twister merge comfort and style, while Kore concludes with a youthful, energetic silhouette with a retro vibe.

DENIM AS A UNIVERSAL LANGUAGE

The Eva Herzigova x Roy Roger’s capsule is a silent manifesto. A project that reaffirms the value of essentiality, quality and coherence, addressing a conscious and professional audience, as attentive to substance as it is to form

In the landscape of contemporary fashion, dominated by overproduction, there are projects that deliberately choose restraint. The Eva Herzigova x Roy Roger’s capsule moves precisely in this direction, an encounter between personal vision, denim culture and visual memory, orchestrated through the timeless lens of Bruce Weber. The starting point is a real wardrobe, that of Eva Herzigova. Worn-in jeans, masculine-cut shirts and T-shirts: garments that speak of identity. Eva, a cross-generational icon of international fashion, chooses to begin with her daily essentials to build a capsule that reflects an idea of style that is authentic, measured and deeply personal. The result is a vision of femininity that is sober and self-aware, constructed through balanced proportions and the quality of materials, far removed from any artifice.

From Wardrobe to Collection Roy Roger’s embraces this vision, grafting it onto its own DNA. A pioneer of Italian denim, the brand brings to the project a solid manufacturing know-how rooted in textile research, the study of washes, meticulous attention to fit and a tailoring sensibility that elevates jeans into a structural element of the contemporary wardrobe. Denim, the core of the collection, is treated as a tailoring fabric, almost masculine in its approach, far from conventional interpretations.

An idea that becomes the guiding thread of the entire capsule, extending to the cotton pieces as well, where cuts and construction reveal an almost architectural precision. Poplin, for instance, is cut on the bias, creating a diagonal structure that alters the perception of the garment and reinforces its character. The collection consists of ten iconic pieces, conceived as the foundations of a wardrobe designed to endure. The Eva Pant, with its tailored pleats, echoes the elegance of wool trousers while preserving the material strength of denim. The Garçon Shirt combines lightness and structure, evoking the androgynous aesthetic that has long defined Eva Herzigova’s image. The Military Shirt, offered in denim or gabardine, conveys an archival allure, while the “Blue Jeans Eyes” T-shirt becomes a narrative element, almost symbolic, capable of condensing identity, irony and visual memory.

Bruce Weber’s Black and White

Adding depth to the project is the campaign shot by Bruce Weber, who returns to photograph Eva Herzigova after years apart. His black and white, intense and stripped of artificial construction, delivers images that feel more lived than staged. Captured at Weber’s home in the Hamptons, the photographs evoke a private, suspended atmosphere in which Eva moves with complete freedom, becoming an integral part of an intimate narrative. Natural light, soft shadows and the absence of visual superstructures transform the campaign into a visual journal, capable of transcending time and settling into the collective imagination.

FABRICS IN MOTION

DUNO’s FW 26/27 splits into four souls. Between evolved design, innovative materials and functionality, the collection comes alive in a constant urban rhythm, where women lead with style and boldness

DUNO unveils the FW 26/27 collection “Four souls in motion”: four lines redefining the contemporary outerwear piece, blending evolved design, innovative materials and functionality. Timeless refreshes the brand’s iconic styles, mixing technical wools and modern fabrics with refined details, in shades ranging from blue to mud to cream. Contemporary reshapes volumes: for women, soft and oversized fits become true “clouds”, expressed in bold stripes or pure wool gauze with mohair effect. For men, TRIXION and waxed cotton ensure comfort and style, with all-season techno-modular outerwear. Attic delivers urban elegance through updated classic silhouettes and noble yarns such as wool, cashmere and silk, alongside double fabrics. Finally, Code explores new codes: microfiber, treated cloth and unusual details reinterpret tradition, while black and dark grey define him and brandy brown defines her.

Wrapped in the rhythm of motion

It is within the women’s line that DUNO reveals all its creative boldness. Soft and oversized volumes wrap the figure, technical and precious materials such as wool, long-pile mohair-effect and gauze combine with refined details, creating unique and high-performance pieces. Contemporary’s “clouds” alternate with striking patterns, while Code introduces the Ladder Like bomber: lightweight and technical, with visible zips and satin ribbon enhancing fluidity and character, or the oversized parka in dense and compact microfiber fabric, reshaping soft lines into an urban piece with a rich and unusual look, featuring 3M THINSULATE padding for elevated thermal performance. FW 26/27 tells the story of a cosmopolitan and dynamic woman who does not give up functionality and elegance. DUNO outerwear becomes a companion for every moment of the day, balancing attitude, sophistication and lightness, expressing a contemporary style in constant evolution.

MATERIAL, TIME AND DESIGN

Arovescio strengthens a vision in which aesthetics, technique and thought advance together. A work that unites research and craftsmanship, artisanal gesture and industrial control, and finds its home in the FW 26/27 collection

’s work, there exists a subtle threshold where design moves beyond the dimension of mere sign and takes on the dimension of structure. It is a quiet, measured transformation that does not seek to be noticed, and the fall-winter 2026 women’s collection emerges precisely from this principle. It is an exercise in balance between what is visible and what holds the garment together, between skin and architecture, between gesture and function. For FW26, the brand opts for a stripped-back, almost surgical approach, in which every superfluous element is eliminated to make room for precision. Knitwear, Arovescio’s foundational language, is reimagined as a constructive system: calibrated volumes, active surfaces, elastic structures that interact naturally with the body. The knit does not impose a form, but accompanies it, following movement and creating a seamless continuity between garment and wearer.

All made in Italy

This formal research is rooted in entirely made in Italy manufacturing, understood as a design practice rather than a simple indication of origin. The supply chain is short, controlled, built on specialized expertise and a production tempo that allows attention to detail. Yarns are selected for their natural and performance qualities, then worked to create lively, tactile surfaces capable of responding to environment and use. Within this rigorous framework, a strongly identifying gesture is introduced: the use of an airbrush on the finished garment. Far from any decorative or serial logic, this painterly intervention becomes an integral part of the process. Every step is measured, every nuance emerges from controlled layering. Color does not overlay form but arises from the surface, leaving traces of time, craftsmanship and the hand. The color palette reflects this idea of depth and durability. Earth tones nude, cocoa, cinnamon, deep browns create a warm, material base, punctuated by mature reds and wine accents. Deep blues, shadowy greens and sophisticated neutrals expand the chromatic narrative without ever breaking its coherence. These colors are designed to interact with material and light, rather than respond to immediate seasonality.

FW 26/27

100 POINTS OF VIEW

Now in its fifth edition, HUB Style presents a market survey aimed at analyzing sales performance in 2025 and forecasts for 2026. The floor goes to the retailers

by the editorial team

Always attentive and responsive to the needs of shopkeepers, this year HUB Style once again sought to explore retailers’ perspectives on the year just ended. They are, after all, the fundamental link in the distribution chain, and with the “100 Points of View” survey we aim to give them a voice and capture a snapshot of the 2025 fashion market. Now in its fifth edition, this market survey featuring 100 retail businesses examines the results of the past 365 days and outlines prospects for 2026, highlighting new developments and trends, as well as challenges and opportunities. Although cautiously, a gradual return to brick-and-mortar stores is emerging, supported by a strategic connection with e-commerce, which not all boutiques have yet implemented. By contrast, social networks

THE QUESTIONS PART ONE

24 14 12 SENTIMENT:

1. YEAR-END REVIEW AND FORECASTS

a) How did in-store sales perform in 2025?

b) What were the main factors that influenced performance?

c) What percentage (%) of your total revenue came from online sales?

d) In terms of sales, what are your forecasts for 2026?

2. CONSUMER

a) 2025 was the year of thoughtful purchasing. Were customers more selective or more impulsive?

b) Have you noticed any new purchasing behavior trends over the past 12 months?

c) Who is your typical customer?

d) How is your customer base changing?

3. SHOPPING EXPERIENCE AND PURCHASING TRENDS

a) Increasingly, customers are asking for a personalized shopping experience. How are you responding to this demand?

b) Do customers tend to research online before coming into the store, or is the in-boutique shopping experience still predominant?

c) Did you take part in official promotions during Black Friday and the sales period, or did you choose not to participate? Why?

d) Do you believe Black Friday is compatible with the image of a premiumluxury multibrand store?

4. SOCIAL MEDIA

a) Which social media platforms do you use the most?

b) Do you use them for direct sales, promotions, or to build your community?

5. TRENDS

a) What were the main fashion trends of 2025 that generated the most interest and impacted product sales?

b) What will the key trends be for 2026?

6. BEST-SELLING BRANDS OF 2025

a) In order, what are your top 3 women’s apparel brands?

b) In order, what are your top 3 men’s apparel brands?

c) In order, what are your top 3 men’s and women’s accessories brands?

d) In order, what are your top 3 men’s and women’s footwear brands?

7. 2025 BEST-SELLING BRAND

8. ADDITIONAL COMMENTS

are now widely used as both a showcase and a storytelling tool for presenting their retail spaces. The geopolitical context remains complex and far from favorable, yet many brands have demonstrated resilience, managing to preserve their credibility and maintain an active network of boutiques across Italy. It is precisely on the issue of credibility that a shared reflection arises when discussing Black Friday: without exception, retailers see it as an event that generates more harm than benefits. It no longer lasts just one day but stretches over weeks, triggering a “price war” that penalizes retail. Professionalism and expertise remain the key words on which the sector continues to build its future, even though a change of direction now seems inevitable to ensure the survival of the system. Here are the first 50 analyses.

LATTUADA BOUTIQUE - SAN VITTORE OLONA (MI) ALESSANDRO LATTUADA, OWNER

YEAR-END REVIEW AND FORECASTS

1a) 10% increase.

1b) Customers are gladly returning to boutiques. Online sales remain important and essential, but we are noticing a positive trend in physical stores.

1c) Between 30% and 50%.

1d) We hope 2025 sales will be confirmed in 2026. The global situation is unsettled, and this affects consumer behavior, with end customers showing limited interest in the apparel sector.

CONSUMER

2a) Customers are increasingly selective; when they buy, it is out of necessity.

2b) Consumers are more careful and less willing to spend on items that no longer seem logically priced.

2c) Unfortunately, we are experiencing a generational shift. Younger generations have not been educated in the type of product we carry.

2d) Average age: 60. Although our target is quite broad, our clientele mainly consists of professional women with an affluent lifestyle. The daughters and granddaughters of our clients are also beginning to approach our boutique.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Whenever possible, we organize sales through appointments and tailored experiences.

3b) Customers who enter the store still want to hear the story behind a product.

3c) We have never taken advantage of Black Friday to offer unnecessary promotions. On the contrary, for several years

now we have prepared our Christmas displays in advance to steer attention away from this month because it is no longer just a day or a week of aggressive promotions.

3d) Black Friday should no longer exist for businesses like ours. We must all work to shift consumers’ attention away from this time of year. For our activities, it generates nothing profitable; rather, it trains customers to purchase only discounted merchandise.

SOCIAL MEDIA

4a) Instagram.

4b) Very little. We should use it better, but the time required to promote ourselves is always limited.

TRENDS

5a) A very difficult question—over the past few seasons, everything has become a trend, making it hard to identify the main ones for 2025.

5b) During this current buying phase, still focused on pre-collections, the “borrowing from the men’s wardrobe” trend is clear. Colors, fabrics, and patterns are moving in that direction. We will need to see the main collection week to identify anything truly new.

BEST-SELLING BRANDS OF 2025

6a) SACAI, DRIES VAN NOTEN, MAX MARA

6b) We do not carry menswear.

6c) LEMAIRE, ETRO, PIERRE LOUIS MASCIA

6d) MOON BOOT, UGG, AUTRY

2025 BEST-SELLING BRAND

7) MOON BOOT

YEAR-END REVIEW AND FORECASTS

1a) 10% increase.

1b) We grew thanks to the right selection, research, quality, and expertise.

1c) Less than 10%.

1d) We expect further growth.

CONSUMER

2a) Customers are more selective.

2b) There is greater focus on product quality rather than brand/ logo.

2c) Our customers follow our choices and trust the store. We have noticed an increase in the average receipt value, even with fewer store visits.

2d) Average age: 40. A professional man and woman who enjoy dressing well for work and social life.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Through our expertise.

3b) Boutique shopping is still predominant: our customers trust the store.

3c) We participated, but with small discount percentages. We believe heavy discounting is counterproductive and attracts

“toxic” customers who come in for the price but are not loyal.

3d) It is compatible if the discount does not exceed 20% and is limited strictly to that day.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) We use them to promote our boutique and give visibility to our products, but not for direct sales.

TRENDS

5a) The classic, clean style remains strong for both men and women. Volumes have expanded, and English style is the most popular.

5b) The 2025 trend will continue into 2026.

BEST-SELLING BRANDS OF 2025

6a) BARBOUR, MAX MARA, MC2 SAINT BARTH

6b) C.P. COMPANY, DONDUP, BARBOUR 6c) AVENUE 67, MC2 SAINT BARTH, BARBOUR 6d) UGG PURAAI SEBAGO

2025 BEST-SELLING BRAND

7) MAX MARA

PETER CI COMO – COMO (CO) MARCO

CASSINA, OWNER & BUYER

YEAR-END REVIEW AND FORECASTS

1a) 3% increase.

1b) We benefited from increased tourist flows, retail spaces inside five-star hotels, and the return of loyal customers. The number of clients remains stable, while the average receipt has grown. Customers are no longer willing to pay just for a brand name. Maximum attention is given to in-store hospitality.

1c) Between 10% and 30%.

1d) We expect a more moderate start to the year, followed by improvement during the tourist season from May to October.

CONSUMER

2a) Increasingly selective.

2b) A progressive separation between “online” and “physical” customers, with a trend toward returning to stores.

2c) We have chosen to maintain a mid-to-high positioning. Customers recognize this and choose us also for the welcoming experience and to feel valued and acknowledged.

2d) Average age: 50. A contemporary classic man interested in travel, fashion, and lifestyle, with a healthy and active way of living.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) For over 25 years, we have organized Trunk Shows in various international capitals, aimed at end custo-

mers and bespoke garments. This formula fosters loyalty and allows us to become a unique wardrobe reference point.

3b) Most of our clients are not inclined to spend time online searching for clothing.

3c) Black Friday does not represent us and conflicts with our loyalty policies. A product cannot be discounted for a week and then suddenly return to full price. We are considering giving up seasonal sales altogether.

3d) Absolutely not.

SOCIAL MEDIA

4a) Instagram and LinkedIn.

4b) Mainly as a showcase.

TRENDS

5a) In sportswear particularly trousers there has been a progressive shift toward wider volumes.

5b) Increasing focus on product quality and on brands with more limited distribution.

BEST-SELLING BRANDS OF 2025

6a) We do not carry womenswear.

6b) MANDELLI, PESCAROLO, MANIFATTURE CECCARELLI

6c) TUMI

6d) HENDERSON, ASTORFLEX

2025 BEST-SELLING BRAND

7) MANDELLI

INCONTRI BOUTIQUE - MILANO (MI) FEDERICO GARDINI, BUSINESS DEVELOPMENT MANAGER & BOARD MEMBER

YEAR-END REVIEW AND FORECASTS

1a) Slight decrease of 5%.

1b) Supplier markdowns, global crisis, and socio-political instability.

1c) Between 10% and 30%.

1d) Stable compared to 2025.

CONSUMER

2a) Selective.

2b) Focus on quality/price ratio.

2c) Increasingly aware.

2d) Average age: 55. A female entrepreneur and professional with a mid-to-high lifestyle, interested in current affairs and travel.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Personalized decluttering and bespoke products.

3b) One does not exclude the other.

3c) We did not participate in Black Friday promotions,

YEAR-END REVIEW AND FORECASTS

1a) 2% increase.

1b) Weather conditions were more season-appropriate than last year. Negative factors included poorly timed sales and competition from a major department store group in Turin.

1c) Less than 10%.

1d) The goal is to maintain stable revenues while working on margins where possible.

CONSUMER

2a) Very selective.

2b) More “I’ll think about it” responses and customers trying on shoes without purchasing, assuming they can find them online at better prices.

2c) More eco-conscious, price-sensitive yet unwilling to compromise on quality.

2d) Average age: 40. A man and woman interested in fashion, with a sober yet activity-rich lifestyle typical of Turin.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Assisted selling by owners and experienced staff.

YEAR-END REVIEW AND FORECASTS

1a) 5% decrease.

considering them inappropriate at a key moment in the season. It is essential to respect margins and not confuse customers about the real value of our products.

3d) Absolutely not.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) To build our community.

TRENDS

5a) Jackets and eco-furs.

5b) Products with a strong quality/price ratio.

BEST-SELLING BRANDS OF 2025

6a) MAX MARA, TAGLIATORE, MOTHER DENIM

6b) We do not carry menswear.

6c) MAX MARA, ZANELLATO, BRUNELLO CUCINELLI

6d) COPENHAGEN STUDIOS, BRUNELLO CUCINELLI

2025 BEST-SELLING BRAND

7) MAX MARA

3b) Preliminary online research has become frequent.

3c) Yes to Black Friday and sales, but with common sense no unrealistic discounts without margins.

3d) Under certain conditions, yes.

SOCIAL MEDIA

4a) Instagram and Facebook. 4b) For community building.

TRENDS

5a) Formalwear that is understated yet distinctive. 5b) Quality with mindful spending.

BEST-SELLING BRANDS OF 2025

6a) BARBOUR, WOOLRICH, MARELLA

6b) CAMPLIN GRAN SASSO CANALI

6c) BARBOUR

6d) SAXONE OF SCOTLAND, BLUNDSTONE, FLOWER MOUNTAIN

2025 BEST-SELLING BRAND

7) BARBOUR

1b) Negative factors: online shopping competition, global instability, and outlets.

1c) Between 10% and 30%.

1d) We foresee stability.

CONSUMER

2a) Selective.

2b) Search for greater originality with the right quality/price ratio.

2c) 90% local clientele.

2d) Average age: 50. A woman with a mid-to-high lifestyle.

YEAR-END REVIEW AND FORECASTS

1a) Slight decrease of 5%.

1b) Negative impact from sales timing, climate change, reduced spending capacity, and an evolving purchasing culture increasingly oriented toward many low-cost items.

1c) We do not have e-commerce. 1d) I hope for stability.

CONSUMER

2a) Selective.

2b) No significant changes.

2c) Increasingly distracted by monobrand stores and fast-fashion chains.

2d) Average age: 40. An entrepreneurial man with good purchasing power, who invests not only in work but also in quality holidays and dining. Interests include sports, politics, and cars.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Entirely offline, through genuine personal contact.

3b) They may seek inspiration online but come to us to finalize the purchase.

3c) No Black Friday. For winter sales, we internally postponed promotions by a month; waiting for official retail association timing would mean losing opportunities.

YEAR-END REVIEW AND FORECASTS

1a) Stable, with a slight decrease of 10%.

1b) Key issues: late deliveries, online competition, adverse weather, and growing disaffection toward fashion.

1c) We do not have e-commerce.

1d) We foresee stability.

CONSUMER

2a) Always selective.

2b) Strong attention to price.

2c) Return to in-store shopping with appreciation for professionalism and expertise.

2d) Average age: 35. A working woman interested in culture, with a hectic lifestyle but time for travel, wellness, and social life.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) By accommodating requests in every possible way: alterations, different colors, additional services.

3b) They follow our social channels but ultimately come in-store for advice.

3c) We discounted two brands by 20%, but generally do not join such promotions.

3d) Absolutely not.

YEAR-END REVIEW AND FORECASTS

1a) 8% increase.

1b) Positive factors: brand mix, services, and relationship building.

1c) Less than 10%.

1d) We forecast a 5% decrease.

CONSUMER

2a) Selective.

2b) Careful attention to price relative to product value.

2c) Fewer customers, but with higher spending power and increasingly sophisticated service demands.

2d) Average age: 50. A man and woman with a high-end lifestyle and interests in travel, restaurants, cars, and theater.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) By personalizing the experience according to their needs.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Sales advice and carefully selected brands.

3b) Return to boutique experience.

3c) No to Black Friday; yes to seasonal sales, though dates are too early.

3d) No.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Currently for advertising only.

TRENDS

5a) Oversized fashion and seasonal colors.

3d) Absolutely not.

SOCIAL MEDIA

4a) Instagram.

4b) Information purposes only.

TRENDS

5a) Knitwear remains a protagonist, both in basic and more eye-catching versions such as MC2 Saint Barth. The heritage segment performed strongly. Growing attention to “no brand” products under our own label, leveraging the trust built over 52 years. Polo Ralph Lauren is also performing well, with a younger customer base (from 45 years old previously to 25 today).

5b) Heritage, no brand, and wider volumes.

BEST-SELLING BRANDS OF 2025

6a) We do not carry womenswear.

6b) MC2 SAINT BARTH POLO RALPH LAUREN

BRIGLIA 1949

6c) We do not carry the category.

6d) FLOWER MOUNTAIN, DOUCAL’S, 4B12

2025 BEST-SELLING BRAND

7) MC2 SAINT BARTH

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Not very active, but we update weekly stories highlighting windows and new arrivals.

TRENDS

5a) Strong sales in knitwear, coats, and eco-furs.

5b) More substantial fabrics, demand for novelty in outerwear, colors, and niche brands.

BEST-SELLING BRANDS OF 2025

6a) MAX MARA, HERNO, AVANT TOI 6b) HERNO, K-WAY, FILIPPO DE LAURENTIIS

6c) FALIERO SARTI, GALLO, MC2 SAINT BARTH 6d) PREMIATA, SEBAGO, POMME D’OR

2025 BEST-SELLING BRAND

7) ORCIANI

ADDITIONAL COMMENTS

8) We are experiencing a deep social crisis, and luxury fashion is not immune to hesitation. Fortunately, our brands operate outside the logic of super-profits and maintain credibility.

3b) Quite frequently.

3c) Yes to seasonal sales; absolutely no to Black Friday.

3d) Not at all.

SOCIAL MEDIA

4a) Instagram, Facebook, TikTok, LinkedIn.

4b) Only to build community and socialize.

TRENDS

5a) None in particular.

5b) The market will decide; we are ready to respond with flexibility and dynamism.

BEST-SELLING BRANDS OF 2025

6a) MAX MARA, HERNO, PESERICO

6b) TAGLIATORE HERNO STONE ISLAND

6c) ORCIANI, ZANELLATO

6d) AUTRY, DOUCAL’S, HENDERSON

2025 BEST-SELLING BRAND

7) AUTRY

5b) Colors and new brands in-store to offer alternatives to loyal customers.

BEST-SELLING BRANDS OF 2025

6a) WEEKEND MAX MARA, D’EXTERIOR, LIVIANA CONTI

6b) We do not carry menswear.

6c) ORCIANI, ZANELLATO, PINKO

6d) PREMIATA, UNISA, ROBERTO FESTA

2025 BEST-SELLING BRAND

7) MAX MARA

SABI ABBIGLIAMENTO - SAN DONATO MILANESE (MI)

ROSANNA SASSONI, HEAD

OF BUYING

YEAR-END REVIEW AND FORECASTS

1a) -10%.

1b) Margins.

1c) We do not have e-commerce.

1d) We expect to close in positive territory.

CONSUMER

2a) Impulsive.

2b) Green products.

2c) Average age: 40. A man and woman with a mid-tohigh lifestyle and interests in travel, food, beauty, and sports.

2d) No significant changes.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Personalized selling has always been our hallmark.

3b) Some do research, but our customers rely on us.

3c) Unfortunately, we participate in seasonal sales, which should be postponed by at least a month in both winter and summer.

3d) No.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) No. TRENDS

5a) Menswear: technical trousers, knitwear, and casual jackets. Womenswear: eco-furs and knitwear.

5b) Menswear: coats and overshirts. Womenswear: loden coats and tailored suits.

BEST-SELLING BRANDS OF 2025

6a) VIA MASINI 80 D-EXTERIOR PUROTATTO

6b) RRD, KANGRA, FAY 6c) ROSI COLLECTION, AVENUE 67 6d) We do not carry the category.

2025 BEST-SELLING BRAND

7) RRD

ADDITIONAL COMMENTS

8) 2025 was a difficult year: wars and national and international economic conditions certainly did not help. Black Friday and current sales timing cause significant damage.

BOTËGHES LAGAZOI - SAN CASSIANO (BZ) DOMENIK CANINS, OWNER

YEAR-END REVIEW AND FORECASTS

1a) 10% increase.

1b) Positive impact from international tourism.

1c) Less than 10%.

1d) Very positive outlook.

CONSUMER

2a) Impulsive.

2b) No major changes.

2c) International clientele.

2d) Average age: 35, with growing younger clientele. More men, but also women interested in quiet luxury and a relaxed lifestyle close to nature.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Private shopping and appointments.

3b) Shopping experience is predominant.

3c) We do not participate. 3d) No.

SOCIAL MEDIA

4a) Instagram and Facebook. 4b) Mainly for community building.

TRENDS

5a) Made in Italy. 5b) Very similar to 2025.

BEST-SELLING BRANDS OF 2025

6a) HERNO, MOORER, BARBOUR 6b) FEDELI, BARBOUR, HERNO 6c) ORCIANI, GIANNI CHIARINI, AUTRY 6d) AUTRY, DOUCAL’S, ON 2025 BEST-SELLING BRAND 7) HERNO

FABIO FERRANDO - GENOVA (GE)

FABIO FERRANDO, OWNER

YEAR-END REVIEW AND FORECASTS

1a) +3%.

1b) Availability: the store is always open, including Sundays and many holidays. Offer rationalization: focus on more recognizable brands. Customer loyalty supported by targeted discounts for regular clients (our sales system records customer names).

1c) We do not have e-commerce.

1d) We expect to maintain modest growth.

CONSUMER

2a) Selective.

2b) Interest in green products, but confusion about what truly qualifies as such.

2c) Average age: 45. 65% women, 35% men, with a mid-to-high lifestyle.

2d) Unfortunately, the average age is increasing due to structural demographic issues in our city.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Assisted selling remains sufficient.

3b) Yes; advice from trusted salespeople is once again appreciated, provided a relationship of trust has been built.

3c) We have always participated; promotions are an excellent driver to introduce new products.

3d) Yes, if done with discretion.

SOCIAL MEDIA

4a) Instagram and Facebook. 4b) Only for community building.

TRENDS

5a) Soft, enveloping knitwear and technical fabrics used in formalwear.

5b) Return of slimmer silhouettes.

BEST-SELLING BRANDS OF 2025

6a) MC2 SAINT BARTH, RRD, PLOUMANAC’H

6b) RRD, MC2 SAINT BARTH, TRAMAROSSA 6c) ORCIANI 6d) PREMIATA

2025 BEST-SELLING BRAND

7) MC2 SAINT BARTH

OLIVARI MODA - BAGNOLO MELLA BS FEDERICA OLIVARI, OWNER

YEAR-END REVIEW AND FORECASTS

1a) 15% increase.

1b) Positive performance driven by service quality and careful brand selection.

1c) We do not have e-commerce.

1d) We expect stability.

CONSUMER

2a) Emotional purchases were mostly impulsive, especially at the beginning of the season and in December.

2b) Sustainability is not a primary concern for customers.

2c) A more mature audience with greater purchasing power and knowledge.

2d) Average age: 50. 60% men, 40% women, interested in travel,

ANDREA

YEAR-END REVIEW AND FORECASTS

1a) Stable.

1b) Pricing.

1c) Less than 10%.

1d) We foresee stability.

CONSUMER

2a) Selective.

2b) Attention to quality/price ratio.

2c) More aware.

2d) Average age: 45. A man and woman with a middle-class lifestyle.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Qualified staff.

3b) Yes, they research online.

3c) No Black Friday; yes to sales because we are obliged.

3d) No.

SOCIAL MEDIA

4a) Instagram and Facebook. 4b) Yes.

TRENDS

5a) Sportswear. 5b) Conscious consumption.

BEST-SELLING BRANDS OF 2025

6a) BARBOUR, KUJTEN, PHISIQUE DU ROLE

6b) STONE ISLAND, BARBOUR, RALPH LAUREN

6c) AUTRY, NEW BALANCE, STETSON

6d) AUTRY, NEW BALANCE, FLOWER MOUNTAIN

2025 BEST-SELLING BRAND

7) BARBOUR

BULLI E PUPE 1977 - MALÉ (TN) LUCIANO RIZZI, OWNER

YEAR-END REVIEW AND FORECASTS

1a) 5% increase.

1b) Positive tourist flows. 1c) We do not have e-commerce. 1d) We expect growth.

CONSUMER

2a) Selective.

2b) Attention to Made in Italy.

2c) Average age: 45. 60% women, 40% men, both with good taste and a love for the outdoors.

2d) Quality-focused, interested in heritage brands.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Careful selection of unique pieces during ordering, with very limited repetition of identical models.

3b) The in-store experience clearly prevails.

3c) No; customers perceive Black Friday as an out-of-season sale that penalizes early-season buyers. Sales should take place during the regular season with balanced, never excessive discounts.

3d) Absolutely not.

SOCIAL MEDIA

4a) Instagram and WhatsApp. 4b) Limited use for both.

YEAR-END REVIEW AND FORECASTS

1a) Stable.

1b) Tourist flows are positive, though not highly relevant for our city. Negative impact from poor historic center management, which drives customers toward large-scale retail outside the city.

1c) We do not have e-commerce.

1d) Stability expected in 2026 as well.

CONSUMER

2a) Consistent with previous years; rational purchasing.

2b) No attention to green products; strong focus on promotions and discounts.

2c) Part of the clientele is loyal and quality-focused; the majority behaves in a “hit-and-run” way, driven by trending brands or discounts.

2d) Average age: 45. Men and women with varied interests and a middle-to-upper-middle lifestyle.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Assisted selling is our defining feature.

3b) Increasingly, customers finalize purchases

culinary experiences, cars, watches, perfumes, and a dynamic lifestyle.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Listening to the client and proposing practical solutions suited to their daily life.

3b) Social media influences store visits, but the guided physical experience remains decisive.

3c) Discounting does not fit our philosophy; it diminishes our work, the selected product, and the brand itself.

3d) Absolutely not.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Instagram is a virtual showcase aligned with the store’s image.

TRENDS

5a) Heritage brands performed well.

5b) Heritage will dominate in 2026 as well. BEST-SELLING BRANDS OF 2025

6a) BARBOUR, NINE IN THE MORNING, DONDUP

6b) BARBOUR, C.P. COMPANY, DONDUP

6c) FILSON, GIANNI CHIARINI, MC2 SAINT BARTH

6d) SEBAGO, PHILIPPE MODEL, MON PIZ

2025 BEST-SELLING BRAND

7) BARBOUR

ADDITIONAL COMMENTS

8) I perceive growing interest in physical stores at the expense of e-commerce.

online after visiting the store or seek similar items at lower prices.

3c) We absolutely do not participate in Black Friday, despite lost revenue due to large-scale and online competitors applying heavy discounts.

3d) No, though image now seems less important.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Yes, for both purposes, though limited use.

TRENDS

5a) Womenswear: eco-furs, eco-shearling, leather boots. Menswear: coats and sneakers.

5b) Clean clothing with soft lines and warm colors.

BEST-SELLING BRANDS OF 2025

6a) LIU JO, KAOS, BLAUER

6b) BOB, DISTRETTO12, UNITY

6c) MY BEST BAG LIU JO GALLO

6d) PREMIATA , VIA ROMA 15, SEBAGO

2025 BEST-SELLING BRAND

7) RINO & PELLE

TRENDS

5a) Dressing well without drawing too much attention, with a “Brit timeless” touch. More regular fits, fine yarns, and neutral colors.

5b) Consolidation of recent seasons’ trends.

BEST-SELLING BRANDS OF 2025

6a) WEEKEND BY MAX MARA, MAX MARA, ASPESI

6b) STONE ISLAND, MYTHS, DRUMOHR

6c) ORCIANI, HOGAN

6d) DOUCAL’S, HOGAN

2025 BEST-SELLING BRAND

7) ORCIANI

BORDONI 1926 - MORBEGNO (SO) GIOVANNI BORDONI, OWNER

YEAR-END RESULTS AND FORECASTS

1a) Stable.

1b) Fewer in-store visits and higher average prices.

1c) Less than 10%.

1d) We expect stability.

CONSUMER

2a) Definitely more selective.

2b) Searching for a specific product.

2c) Quality-conscious, with an eye on price.

2d) Average age 40. Men and women interested in travel, dining, and wellness, with a “premium” lifestyle: cosmopolitan entrepreneurs.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Hospitality, guided selling, and in-house tailoring. 3b) For certain product categories and levels, it remains fundamental.

3c) No to Black Friday.

3d) Absolutely not.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Yes, via direct messages.

TRENDS

5a) Heritage and a return to traditional materials.

5b) Less nylon, more wool and natural materials.

Focus on heritage and products that convey emotion.

BEST-SELLING BRANDS IN 2025

6a) BARBOUR, MAX MARA, POLO RALPH LAUREN

6b) BARBOUR, TAGLIATORE, C.P. COMPANY

6c) MC2 SAINT BARTH ORCIANI MY BEST BAG

6d) AUTRY, HOGAN, COPENHAGEN STUDIO

BEST-SELLING BRAND OF 2025

7) BARBOUR

EUROMODA - BRESCIA (BS) ERICA GRANATI, VICE-CEO

YEAR-END RESULTS AND FORECASTS

1a) Slight increase estimated between 1% and 2%.

1b) Performance was influenced by investments made in the store (structure and shopping experience), communication activities, and the continuous research and introduction of brands and products.

1c) We do not have e-commerce.

1d) Forecasts for 2026 are aimed at maintaining current sales levels, consolidating results achieved, and continuing investments in assortment and communication initiatives.

CONSUMER

2a) 2025 confirmed a stronger tendency toward considered purchases. Male customers were more selective, while female customers showed greater openness to emotional purchases.

2b) Growing attention toward novelty, research, and product innovation.

2c) Our audience is increasingly aware, informed, and demanding: more focus on quality, selection, and level of service.

2d) Average age 45. Men and women attentive to personal image. Their interest focuses on garments expressing quality, recognizability, and value. They have a middle-to-high lifestyle with good spending capacity and dynamic habits.

SHOPPING EXPERIENCE

AND PURCHASING TRENDS

3a) We respond to personalization demands by placing customer experience at the center of our activity, with constant attention to consultancy and in-store events.

LOFT SHOP - MILANO (MI) ALESSANDRO TRAMARIN, OWNER

YEAR-END RESULTS AND FORECASTS

1a) Slight 15% increase.

1b) Wide product offering.

1c) No e-commerce.

1d) Hopefully in line with 2025. CONSUMER

2a) Selective.

2b) Nothing new.

2c) Increasingly aware.

2d) Average age 40. Affluent male clientele. SHOPPING EXPERIENCE

AND PURCHASING TRENDS

3a) Ad hoc shopping experience for each client.

3b) No.

3c) Black Friday only works in the USA.

3b) Online research is increasingly a preliminary phase, but boutique experience remains predominant.

3c) We participate in seasonal sales but not in Black Friday. 3d) No.

SOCIAL MEDIA

4a) Instagram, Facebook, TikTok. 4b) Mainly as a relationship-building and community tool.

TRENDS

5a) Essential and contemporary style characterized by minimalism, clean lines, and versatile pieces.

5b) New and distinctive garments capable of refreshing the wardrobe and differentiating from what customers already own.

BEST-SELLING BRANDS IN 2025

6a) MAX MARA, IBLUES, D.EXTERIOR

6b) BARBOUR, CIRCOLO 1901, MASON’S 6c) GIANNI CHIARINI, THEMOIRÈ, LAUREN RALPH LAUREN

6d) SERGIO LEVANTESI, DOUCAL’S, PREMIATA

BEST-SELLING BRAND OF 2025

7) MC2 SAINT BARTH

OTHER OBSERVATIONS

8) We look to 2026 with confidence. Our goal is to continue renewing ourselves through constant product research, innovation, and investment in staff training, consolidating our entrepreneurial project with a growth vision focused on quality, service, and anticipating market developments.

3d) No.

SOCIAL MEDIA

4a) Instagram, Facebook, LinkedIn. 4b) Direct sales.

TRENDS

5a) None in particular. 5b) Depends on our customer.

BEST-SELLING BRANDS IN 2025

6a) We do not carry this category.

6b) MANIFATTURA CECCARELLI, SEBAGO, RAKKÌ

6c) FAUSTO COLATO, SEBAGO

6d) SEBAGO

BEST-SELLING BRAND OF 2025

7) MANIFATTURA CECCARELLI

THE STORE - MILAN (MI) VEVA VILLA, CO-OWNER

YEAR-END RESULTS AND FORECASTS

1a) 10% increase, moderate growth.

1b) Positive factors, slight boutique sales increase.

1c) No e-commerce.

1d) Hope for slight further growth.

CONSUMER

2a) Year of considered purchases: more selective and quality-driven.

2b) Greater focus on quality and value over impulse or cheap choices.

2c) Evolution toward exclusivity and distinctive experiences.

2d) Average age 35. Urban, dynamic men and women interested in design, lifestyle, sustainability, travel, and culture, oriented toward quality and exclusivity.

BULLA - PIACENZA (PC) FILIPPO BULLA, OWNER

YEAR-END RESULTS AND FORECASTS

1a) 7% increase.

1b) Fortunately, everything went well due to a series of positive factors like those you mentioned. 1c) Between 10% and 30%.

1d) We are positive and expect growth.

CONSUMER

2a) Customers are more careful with purchases and pricing. They think more before buying.

2b) Sustainability does not seem to be a key topic of interest; there has been significant online growth based on how our company was structured.

2c) Often tired of excessively high prices and happier with mid-range ones: quality prevails.

2d) Average age: 35. With multiple stores, our clientele is highly varied, ranging from young to adult (men and women). There is strong demand for heritage clothing.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We are somewhat unconventional: instead of relying heavily on AI, we use call centers that send images.

JACK & JACK - LIVIGNO (SO) MAURILIO GIACOMELLI, OWNER

YEAR-END RESULTS AND FORECASTS

1a) Stable.

1b) As Livigno is a tourist destination, tourist flows are one of the most important variables. Weather strongly influenced autumn tourist flows. We feel less pressure from online shopping compared to previous years.

1c) We do not have e-commerce.

1d) Decrease in winter months due to the Olympics hosted in Livigno and lower customer flows than in previous years. Increase expected in summer.

CONSUMER

2a) More selective, attentive to quality and price ratio.

2b) More in-store purchases; customers prefer personalized shopping experiences. 2c) More demanding and attentive to product quality and novelty.

2d) Average age 35–40. Men and women interested in food, shopping, skiing, biking, and mountain life, especially in the Valtellina area. Sporty and nature lovers.

3b) In 70% of cases, customers research online first.

3c) Yes, we participated for the brands that allowed it.

3d) No, but without common guidelines, in some cases participation becomes necessary.

SOCIAL MEDIA

4a) Instagram, Facebook, and TikTok.

4b) Both (direct sales and promotions).

TRENDS

5a) Heritage, appealing to an adult but not too mature audience able to purchase certain products at specific price points.

5b) Heritage is increasing; informal wear performs better, while formalwear is harder to manage.

The trend is shifting toward casual.

BEST-SELLING BRANDS IN 2025

6a) NEW BALANCE, CANADA GOOSE, ASPESI

6b) NEW BALANCE, C.P. COMPANY, BARBOUR

6c) We do not carry this category.

6d) NEW BALANCE, SEBAGO, PREMIATA

BEST-SELLING BRAND OF 2025

7) C.P. COMPANY

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Always personalized and tailored to each customer.

3b) Both, but in-store remains predominant. 3c) No, as it is low season for us. 3d) No, not in our area.

SOCIAL MEDIA

4a) Instagram, Facebook, TikTok. 4b) No.

TRENDS

5a) Eco-friendly fur. 5b) Eco-friendly fur will remain strong.

BEST-SELLING BRANDS IN 2025

6a) CALVIN KLEIN, TOMMY JEANS, SCAZINSKI 6b) RRD, TOMMY HILFIGER, LOCAL BRAND 6c) TOMMY HILFIGER, OS SUNGLASSES, SECRID 6d) ON (the only footwear brand we carry)

BEST-SELLING BRAND OF 2025 7) RRD

TADDEI & CO. - MILANO (MI) MICHELE TADDEI, OWNER

YEAR-END RESULTS AND FORECASTS

1a) In line with previous year.

1b) Social media brings visibility and sometimes increases purchases.

1c) No e-commerce.

1d) Slightly more positive.

CONSUMER

2a) Both selective and impulsive.

2b) Increasing attention to social media. 2c) High-level clientele expanding. 2d) Average age 45. Working men interested in our product offering.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Personalized advice and guided sales.

3b) Many arrive with clear ideas after seeing products on social media.

3c) No.

SHOPPING EXPERIENCE AND PURCHASE TRENDS

3a) Personalization through empathy and deep knowledge of the client.

3b) Depends on product availability.

3c) No Black Friday participation.

3d) Not compatible with premium-luxury multibrand image.

SOCIAL MEDIA

4a) Instagram.

4b) Niche community building and direct sales.

TRENDS

5a) Quality garments with balanced pricing.

5b) Quality collections, research, innovation, distinctive details.

3d) No.

SOCIAL MEDIA

4a) Instagram.

4b) For community building.

TRENDS

5a) Heritage and 1980s style.

5b) Natural fabrics, no synthetics, wool, and outerwear.

BEST-SELLING BRANDS IN 2025

6a) We do not carry this category.

6b) BARBOUR, TELA GENOVA, GRAN SASSO

6c) FILSON, ALBERTO LUPI, BARBOUR

6d) SEBAGO, PLAKTON

BEST-SELLING BRAND OF 2025

7) BARBOUR

BEST-SELLING BRANDS IN 2025

6a) NINE IN THE MORNING, LANEUS, KUJTEN

6b) MAURO OTTAVIANI, BRIGLIA 1949, MONTECORE

6c) DESTIN, ANT45, LANEUS

6d) MOA CONCEPT, PURRAI, PASSION BLANCHE

BEST-SELLING BRAND OF 2025

7) MONTECORE

OTHER OBSERVATIONS

8) We must innovate, be creative, and focus on quality. “Made in Italy” maintains artisanal excellence and the uniqueness of collections, making it recognizable and appreciated worldwide.

RAMBELLI - MILANO (MI)

LUDOVICO RAMBELLI, CO-OWNER & BUYER

YEAR-END RESULTS AND FORECASTS

1a) We recorded a 5% increase.

1b) Our focus on pricing certainly played a role, aiming to offer premium products at reasonable prices.

1c) Less than 10%.

1d) We hope to replicate the results achieved in 2025. CONSUMER

2a) Very careful with every purchase.

2b) Greater attention to less “standardized” products and Made in Italy.

2c) Less willing to shop online and seeking a more engaging, assisted in-store experience.

2d) Average age: 35. Men and women interested in fashion history, with an active, attentive, and passionate lifestyle.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We have personally followed each client for over 50 years; every person is unique and our proposal must be equally unique.

3b) In-store shopping remains predominant, but much of the audience arrives with an idea inspired by what they have seen on social media.

3c) Ideologically we are distant from Black Friday, but we always offer end-of-season sales on the entire selection available in-store.

3d) Obviously not and even the most attentive consumers now understand that.

SOCIAL MEDIA

4a) Instagram.

4b) They help us engage the community and are also used for direct sales. TRENDS

5a) A return to heritage taste and a sobriety trend that had been missing in recent seasons.

5b) I don’t foresee major changes but expect a comeback of the luxury world.

BEST-SELLING BRANDS IN 2025

6a) BARBOUR, B.F. KNITWEAR X RAMBELLI, VIA MASINI 80

6b) BARBOUR, SANTANIELLO, CHESAPEAKE’S

6c) ALBERTO LUTI, CAMPOMAGGI, BARBOUR

6d) We do not carry this category.

BEST-SELLING BRAND OF 2025

7) BARBOUR

FILIPPO MARCHESANI - CUPELLO (CH)

PIERO MARCHESANI, CEO & OWNER

YEAR-END RESULTS AND FORECASTS

1a) In 2025, in-store sales declined by 30%.

1b) Competition from online shopping, increasingly competitive and capable of attracting customers thanks to convenience, speed, and wide selection.

1c) Between 30% and 50%.

1d) For 2026 we expect to break even, balancing the decline in-store with online growth and confirming the brand’s solidity.

CONSUMER

2a) More selective: purchases have become more conscious, with preference for quality, versatility, and durability.

2b) Online spending has grown significantly in the last 12 months, becoming central in the purchasing process.

2c) Our audience is increasingly informed and demanding, but brand trust remains high thanks to a solid relationship and strong loyalty.

2d) Average age: 35. Men and women interested in sports and wellness, with a relaxed yet active and sophisticated lifestyle, travel, and social life. They seek versatile, quality garments.

SHOPPING EXPERIENCE

AND PURCHASING TRENDS

3a) We offer personalized consultations with impeccable, detail-oriented service to create a unique experience.

3b) Online research is growing significantly, but boutique experience maintains its distinctive value.

3c) We participated with official promotions, using them to strengthen customer contact without compromising brand image.

3d) No, however in the current context it becomes necessary to adapt with calibrated strategies.

SOCIAL MEDIA

4a) Instagram, Facebook, LinkedIn.

4b) Mainly to showcase products and tell the story of quality and style, building and consolidating our community rather than focusing on direct sales.

TRENDS

5a) Sportswear confirmed its success in 2025, with comfort, functionality, and style driving sales.

5b) For 2026 we foresee confirmation of current trends, with sportswear and lifestyle garments continuing to dominate.

BEST-SELLING BRANDS IN 2025

6a) NEW BALANCE, AUTRY, VIVIENNE WESTWOOD

6b) STONE ISLAND, C.P. COMPANY, POLO RALPH LAUREN

6c) POLO RALPH LAUREN, LACOSTE, ETRO

6d) AUTRY, NEW BALANCE, UGG

BEST-SELLING BRAND OF 2025

7) BARBOUR

SPORT LIFE - MODENA (MO) MAURIZIO BARBARI, OWNER

YEAR-END RESULTS AND FORECASTS

1a) 2% decrease.

1b) Lack of innovation and low customer purchasing propensity. We discontinued e-commerce.

1c) No e-commerce.

1d) Same or declining.

CONSUMER

2a) More selective.

2b) Great confusion.

2c) Fewer customers overall.

2d) Age 50. Affluent men and women.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Service culture.

3b) Online research first, then store.

3c) Yes to promotions.

3d) No.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Community.

TRENDS

5a) Highly fragmented. 5b) Highly fragmented.

BEST-SELLING BRANDS IN 2025

6a) BLAUER, BOMBOOGIE, DEHA

6b) BLAUER, LACOSTE 6c) LACOSTE 6d) UYN

BEST-SELLING BRAND OF 2025 7) BLAUER

SIR ANDREW’S - CARPI (MO) MARCO SOLIERI, OWNER

YEAR-END RESULTS AND FORECASTS

1a) +10%.

1b) Negative: low margins and rising costs.

Positive: long-standing credibility.

1c) Between 10% and 30%.

1d) Stability expected.

CONSUMER

2a) Much more selective.

2b) Customers tend to purchase more during sales periods.

2c) Evolving generationally.

2d) Average age 35. Male customer interested in fashion with a casual style.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Personalized shopping experience, in-

FELLONI STUDIO - FERRARA (FE)

GIULIO FELLONI, OWNER

YEAR-END RESULTS AND FORECASTS

1a) Stable.

1b) In December we saw an increase in sales mainly thanks to the large influx of tourists for New Year’s Eve.

1c) We do not have e-commerce.

1d) We expect stability.

CONSUMER

2a) Selective.

2b) Emotion plays a major role and it all depends on us.

2c) More young customers are approaching; they too are beginning to seek the boutique experience.

2d) Average age: 35. Traveling, working men and women with a comfortable lifestyle, attentive to personal well-being.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We offer many in-store experiences: for example, every week we create a dedicated window display in partnership with brands.

3b) They want the shopping experience and trust the salesperson.

3c) Sales yes, Black Friday no: if promotions were

confined to a single day, as the name suggests, they would make sense. But when extended to a weekend, week, or month, they lose meaning and become something more complex.

3d) Absolutely not.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Community engagement and communicating new arrivals.

TRENDS

5a) Quality-price balance and research. Blue and natural tones.

5b) Jackets, trousers, and knitwear. Always quality-price balance and research.

BEST-SELLING BRANDS IN 2025

6a) TAGLIATORE, HERNO, POLO RALPH LAUREN

6b) TAGLIATORE, SEALUP, KANGRA

6c) MC2 SAINT BARTH, ORCIANI, POLO RALPH LAUREN

6d) DOUCAL’S, LEVANTESI, HOGAN

BEST-SELLING BRAND OF 2025

7) TAGLIATORE

GAGLIARDI BOUTIQUE - ASCOLI PICENO (AP)

ROBERTO DI GIROLAMI, PARTNER, BUYER & SALES ASSOCIATE

YEAR-END RESULTS AND FORECASTS

1a) In line with the previous year.

1b) The widespread practice of year-round discounts, especially online, negatively impacted performance.

1c) No e-commerce.

1d) Expected to remain stable as in 2025.

CONSUMER

2a) Selective.

2b) Growing trend: customers try items in-store to find the right size, then purchase online from whoever offers the best discount.

2c) Becoming increasingly digital and social.

2d) Average age 40. Men and women interested in lifestyle, wellness, travel, and fashion.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Traditional store setup with direct relationships and strong after-sales care.

3b) Customers increasingly arrive already informed via social media or online research.

3c) Never participated in Black Friday; only November promotions on past-season items.

3d) Black Friday has ruined the autumn-winter season and is highly damaging for a premium-luxury multibrand image.

SOCIAL MEDIA

4a) Instagram, Facebook, TikTok.

4b) To convey our image and proposals through daily content.

TRENDS

5a) Greater interest in ceremony, event, and party collections; waxed jackets; faux fur; oversized silhouettes.

5b) 2025 trends will consolidate.

BEST-SELLING BRANDS IN 2025

6a) BARBOUR, MEIMEIJ, LIU JO

6b) BARBOUR RRD MANUEL RITZ

6c) ORCIANI, BARBOUR, PINKO

6d) We do not carry this category.

BEST-SELLING BRAND OF 2025

7) BARBOUR

NIA - ROMA (RM) FEDERICO DONIN, GENERAL MANAGER

YEAR-END RESULTS AND FORECASTS

1a) -10%.

1b) Tourist sector sales declined due to lower-quality visitor flows during the Jubilee period, along with contraction in local customer spending.

1c) No e-commerce.

1d) At least +5% expected.

CONSUMER

2a) Selective.

2b) In-store pickup.

2c) Target audience remains predominantly high-end; previously included a larger mid-range share.

2d) Average age 40. Entrepreneurial or high-society women interested in fashion, travel, and wellness.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We personally follow the client through all purchase phases.

3b) Sometimes yes.

cluding private photos and videos.

3b) Customers often arrive having already seen everything online.

3c) Participated with 20% discount.

3d) Unfortunately not compatible, but now inevitable.

SOCIAL MEDIA

4a) Instagram, Facebook, TikTok, X,

WhatsApp.

4b) Absolutely yes. TRENDS

5a) Casual fashion.

5b) Return to the British world. BEST-SELLING BRANDS IN 2025

6a) We do not carry this category.

3c) Yes, though with reservations, as it suits large chains more.

3d) No.

SOCIAL MEDIA

4a) Instagram.

4b) Yes.

TRENDS

5a) Leather and fur garments, oversized trousers and outerwear; denim slightly declining.

5b) Warm colors, continued presence of fur (real and faux), wider fits but also return to slimmer, shorter jackets.

BEST-SELLING BRANDS IN 2025

6a) BLAZÉ MILANO, MARA BINI, ULLA JOHNSON

6b) We do not carry this category.

6c) No specific brand.

6d) MARA BINI, ALLAGIULIA

BEST-SELLING BRAND OF 2025

7) BLAZÉ MILANO

6b) C.P. COMPANY, AFTER LABEL, ROY ROGER’S

GERARD LOFT - FIRENZE (FI) TOMMASO PECCHIOLI, OWNER

YEAR-END RESULTS AND FORECASTS

1a) Stable.

1b) Competition is being felt, especially online due to early sales.

1c) We do not have e-commerce.

1d) Stable.

CONSUMER

2a) Selective.

2b) No.

2c) Unfortunately, the audience is getting older.

2d) Average age: 30. Professional women with a mid-to-high lifestyle.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Our staff takes good care of customers.

3b) Online research is mainly done to check prices. 3c) No.

MINCIARELLI - TODI (PG) FEDERICO MINCIARELLI, OWNER

YEAR-END RESULTS AND FORECASTS

1a) +12%.

1b) Umbria is experiencing a very prosperous period: many Italians and foreigners are looking to buy or renovate properties. Many weddings are celebrated and there is strong tourism.

1c) Less than 10%.

1d) We hope to maintain 2025 results.

CONSUMER

2a) Highly selective, careful not to overdo it.

2b) Less impulse shopping; attention to new trends and new proposals that have refreshed classic clothing.

2c) We are seeing new customers from neighboring areas. People are willing to travel, thanks to online campaigns and my continuous presence on social media.

2d) Average age 50. The store is predominantly male (95%), but since Winter 2025 we introduced womenswear. Affluent lifestyle.

SHOPPING EXPERIENCE

AND PURCHASING TRENDS

3a) One-to-one service whenever possible. It is essential not to let customers wander aimlessly in the store.

3b) For trending brands, customers arrive with clear ideas. Most, however, rely on our expertise

PARRONCHI - GROSSETO (GR) ALESSANDRO PARRONCHI, OWNER

YEAR-END RESULTS AND FORECASTS

1a) Stable.

1b) Service, courtesy, and human resources.

1c) No e-commerce.

1d) Stable.

CONSUMER

2a) Selective.

2b) Brands with strong heritage appeal are most appreciated.

2c) Greater attention to craftsmanship, quality, and product origin.

2d) Average age 50. Predominantly male clientele, few women; entrepreneurs and professionals with various interests and an affluent lifestyle.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We provide our professionalism for every request.

3b) Our best clients have neither time nor desire to search online, though others may do so.

3d) No.

SOCIAL MEDIA 4a) Instagram. 4b) Community building.

TRENDS

5a) Increasing demand for quality. 5b) Focus will be on women, with a more emotional sales approach.

BEST-SELLING BRANDS IN 2025

6a) CO.GO, ERIKA CAVALLINI, DUNO 6b) BRIGLIA 1949, CIRCOLO 1901, MAURO GRIFONI

6c) CAMPOMAGGI, AUTRY, VALSPORT 6d) AUTRY, VALSPORT

BEST-SELLING BRAND OF 2025 7) DUNO

and seasonal brand selection.

3c) Only during official sales, starting a few days later than the official date.

3d) No.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Yes, for both community and sales. TRENDS

5a) Overshirts, accessories, knitwear. 5b) The same trends.

BEST-SELLING BRANDS IN 2025

6a) BARBOUR

6b) BARBOUR, GRAN SASSO, RRD 6c) BARBOUR, ALTEA 6d) DOUCAL’S, PANTANETTI

BEST-SELLING BRAND OF 2025

7) BARBOUR

OTHER OBSERVATIONS

8) The government should move sales to the end of the season (January 30 and July 30 at minimum). Enough with Black Friday theatrics, although we saw less of it in 2025 than in previous years.

MAGI BOUTIQUE - FALERONE (FM) LEONARDO SANTUCCI, MANAGING

YEAR-END RESULTS AND FORECASTS

1a) -10%.

1b) Sales starting too early; our suppliers are our first competitors; excess supply. 1c) Less than 10%.

1d) We hope to achieve some stability.

CONSUMER

2a) Selective. The market allows customers a wide choice due to product oversupply.

2b) Seeking quality at reasonable prices.

2c) It is not easy to attract younger generations to the store; they are used to different sales channels than boutique shopping.

2d) Average age 40. A man and woman with a mid-to-high lifestyle, interested in business activities and social events such as ceremonies and special occasions.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We have always tried to personalize boutique sales to differentiate ourselves from online retail.

We present our own vision of the fashion world.

3b) We all have to compete with online, although the boutique experience remains more satisfying.

3c) We participated with very limited offers. For us, it is almost impossible to avoid it completely.

3d) Black Friday is not compatible with our calendar. We are the only sector where, at the moment

PARTNER

demand should increase (early winter, early January), prices are reduced.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Many clients follow us; posts often generate store visits and sales.

TRENDS

5a) Search for versatile, high-quality garments with the right quality-price ratio. More comfortable fits without excessive volumes.

5b) More or less the same as 2025.

BEST-SELLING BRANDS IN 2025

6a) BARBOUR, PINKO, DONDUP

6b) BARBOUR, DONDUP, JACOB COHËN

6c) RAINS, MC2 SAINT BARTH

6d) AUTRY, UGG, PURAAI

BEST-SELLING BRAND OF 2025

7) BARBOUR

OTHER OBSERVATIONS

8) Our sector needs change. We cannot keep working with rules (supplier competition, sales dates, online) that were successful 10 years ago but clearly no longer are.

NUGNES - TRANI (BT) GIUSEPPE NUGNES, OWNER

YEAR-END RESULTS AND FORECASTS

1a) Stable.

1b) Positive: tourism. Negative: weather.

1c) Between 30% and 50%.

1d) Forecasting +2% revenue growth. CONSUMER

2a) Selective.

2b) More frequent in-store pickup; purchases remain more physical than digital.

2c) No major changes noticed; certainly more thoughtful.

2d) Average age 35. A woman passionate about fashion and travel.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Private appointments in a VIP room with dedicated staff.

3b) Yes, but boutique experience remains predominant

3c) Sales only.

3d) No.

SOCIAL MEDIA

4a) Instagram and LinkedIn.

4b) To build community. TRENDS

5a) Quiet luxury. 5b) Quiet luxury will dominate in 2026 as well.

BEST-SELLING BRANDS IN 2025

6a) MIU MIU, MONCLER GUCCI

6b) MONCLER, ZEGNA, LORO PIANA

6c) MIU MIU, ALAÏA, LORO PIANA

6d) GOLDEN GOOSE, GUCCI, ALEXANDER MCQUEEN

BEST-SELLING BRAND OF 2025

7) GOLDEN GOOSE

Q STORE - MACERATA (MC) MASSIMO QUATRINI, OWNER

3c) Selling off stock is not a strategy; it is desperation.

3d) These initiatives damage boutique image.

SOCIAL MEDIA

4a) Instagram. 4b) For community building only.

TRENDS

5a) Country chic, English style, new classic. 5b) Same as 2025, perhaps even stronger.

BEST-SELLING BRANDS IN 2025

6a) BARBOUR

6b) BARBOUR, MANIFATTURA CECCARELLI, TAGLIATORE

6c) BARBOUR, RAINS, FREITAG 6d) PREMIATA, ASTORFLEX, DOUCAL’S BEST-SELLING BRAND OF 2025

7) BARBOUR

BANANA MOON - BARI (BA) NINO CAROFIGLIO, CEO

YEAR-END RESULTS AND FORECASTS

1a) Strong increase of +20%.

1b) We activated brand collaborations and created in-store installations.

1c) Between 30% and 50%.

1d) We are performing well and hope to grow even more. Fortunately, Bari as a city has grown significantly.

CONSUMER

2a) Both selective and impulsive, as we have different targets. We work closely with schools and have embraced a more adult audience, raising the average receipt.

2b) Young customers are increasingly attentive: if you have the product, they come, and often trust the store brand. You must know how to tell the story of

YEAR-END RESULTS AND FORECASTS

1a) +10%.

1b) Positive: customers returning to stores.

1c) No e-commerce. 1d) +15%.

CONSUMER

2a) More impulsive.

2b) Attention mainly to fabrics and garment composition.

2c) We have a 60-year history; former young customers are now parents bringing their children to the store.

2d) Average age 40. Men and women interested in fashion and sports.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We have always practiced this type of selling; we even know our clients’ sizes.

3b) Definitely.

what you sell.

2c) We are educating our audience.

2d) Average age 25. A man strongly linked to the streetwear world; his lifestyle reflects this mood. The more adult client leans toward heritage.

SHOPPING EXPERIENCE AND PURCHASE TRENDS

3a) We are fully prepared; customers come for our professionalism.

3b) Online research happens often; with e-commerce we have a global showcase.

3c) We did them, even though we do not agree with them.

3d) No.

SOCIAL MEDIA

4a) Instagram and TikTok.

3c) We participated. It is sad to hear those who don’t do Black Friday criticize those who do.

3d) Absolutely yes, if done intelligently.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Yes, for both purposes.

TRENDS

5a) Soft fits.

5b) Return of wool fabrics.

BEST-SELLING BRANDS IN 2025

6a) WOOLRICH, BARBOUR, VICOLO

6b) WOOLRICH BARBOUR ROY ROGER’S

6c) POLO RALPH LAUREN

6d) MIZUNO

BEST-SELLING BRAND OF 2025

7) WOOLRICH

4b) Mainly for community; everything is highly targeted. TRENDS

5a) Oversized and baggy trousers, growth in workwear and sneakers.

5b) Knitwear and baggy styles.

BEST-SELLING BRANDS IN 2025

6a) CARHARTT, ADIDAS ORIGINALS, DICKIES

6b) CARHARTT, NEW BALANCE, ASICS

6c) GRAMICCI

6d) NEW BALANCE, ON, ASICS

BEST-SELLING BRAND OF 2025

7) CARHARTT

BOUTIQUE FALPALÀ - CORIGLIANO SCALO (CS)

ANTONIO TREBISONDA, OWNER

YEAR-END RESULTS AND FORECASTS

1a) +10%.

1b) Product availability and margins.

1c) We do not have e-commerce.

1d) We expect stability.

CONSUMER

2a) Exactly there is greater and justified reflection and selection for every single purchase.

2b) Customers come into the store with clear ideas about what they want to buy, certainly helped by the enormous amount of media information available.

2d) Increased product knowledge has become fundamental in purchase decisions, sometimes even more detailed than what a retailer can provide, as we are often tied to specific brands and do not have the same informational freedom as the end customer.

2c) Average age: 35. Men and women attentive to quality of life, with diverse interests entrepreneurs, professionals, and also students.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We are happy to meet every small need and request and to suggest the innovations presented each season.

3b) It’s a mix of both: customers enter informed but still appreciate additional product information.

3c) Black Friday helped promote our business to non-regular clients, giving them a promotional opportunity that could lead to loyalty.

3d) We believe any incentive is positive for those who choose us, especially in such a vast and competitive market.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) Both for direct sales/promotions and to build our community.

TRENDS

5a) Natural and comfortable fabrics.

5b) We believe demand will increasingly favor garments made from natural fibers over synthetic ones.

BEST-SELLING BRANDS IN 2025

6a) BARBOUR, RRD, K-WAY

6b) BARBOUR, RRD, K-WAY

6c) BARBOUR, K-WAY, ALTEA

6d) BLUNDSTONE, FLOWER MOUNTAIN, PANCHIC

BEST-SELLING BRAND OF 2025

7) BARBOUR

ELENA PRIORE - MODUGNO (BA) ELENA PRIORE,

OWNER

YEAR-END RESULTS AND FORECASTS

1a) Same as last year, with a slight decrease.

1b) Exclusively negative factors: online shopping competition, economic crisis reducing purchasing power, overly early sales, and climate crisis.

1c) No e-commerce.

1d) I hope for improvement compared to recent years; currently impossible to predict.

CONSUMER

2a) Very selective.

2b) Price-sensitive.

2c) Has changed significantly: mainly an adult clientele focused on quality, while younger generations have been lost to foreign low-price online platforms.

2d) Average age 50. Woman, professional or retired, with a middle lifestyle.

SHOPPING EXPERIENCE

AND PURCHASING TRENDS

3a) We are very available to our customers.

3b) 50% online research and 50% in-store.

3c) We did not officially join, though we are often indirectly forced to apply discounts.

3d) No.

NOHA - BRINDISI (BR) NATALE DE STRADIS, OWNER

YEAR-END RESULTS AND FORECASTS

1a) -5% to -10%.

1b) Fewer people entering stores, higher prices, and unfair competition from brands.

1c) No e-commerce.

1d) We hope results won’t be worse. CONSUMER

2a) Selective.

2b) Customers favored established brands that offer security and good quality-price ratio.

2c) Customers are increasingly attentive; unfortunately, the entire “middle” segment has disappeared.

2d) Average age 45. Fashion enthusiasts, dynamic, traveling, attending events.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We are always available, even opening outside normal hours and working by appointment.

3b) In-store proposal and consultancy remain predominant.

3c) No Black Friday (considered commercial suicide), but we adhered to early sales with 20–30% discounts.

3d) Absolutely not.

SOCIAL MEDIA

4a) Instagram and Facebook.

SOCIAL MEDIA

4a) Instagram and Facebook. 4b) Yes.

TRENDS

5a) Practical, comfortable, easy-to-wear garments. 5b) Same trend expected; I just hope for increased sales.

BEST-SELLING BRANDS IN 2025

6a) PAROSH, JIJIL

6b) We do not carry this category. 6c) We do not carry this category. 6d) We do not carry this category.

BEST-SELLING BRAND OF 2025

7) PAROSH

OTHER OBSERVATIONS

8) I hope for change and renewed attention to textiles we are slipping further down, even in luxury. Postpone sales and introduce tax deductions for clothing purchases.

EDWARD UOMO TRANI - TRANI (BT) EDOARDO VACCANI, LEGAL REPRESENTATIVE

YEAR-END RESULTS AND FORECASTS

1a) -5%.

1b) Negatively affected by non-selective product distribution and extremely high product availability.

1c) Between 10% and 30%.

1d) Unpredictable.

CONSUMER

2a) Extremely selective.

2b) Increase in in-store pickups of online orders.

2c) Customers are spreading their purchases more widely, resulting in a growing number of new clients who, however, buy fewer pieces per capita.

2d) Average age: 45. An affluent man interested in business, travel, food, fragrances, and sports.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) This demand is met with adequate space, numerous and well-trained staff able to establish confidential and long-lasting relationships.

3b) The experience almost always begins online

through the store’s catalog and materializes in the physical store.

3c) We decided to intercept major promotional events by offering moderate but well-publicized discounts.

3d) Yes.

SOCIAL MEDIA

4a) Instagram and Facebook.

4b) To build the community.

TRENDS

5a) Heritage, retro sport, country, British style.

5b) Heritage, British, workwear, retro sport.

BEST-SELLING BRANDS IN 2025

6a) We do not carry this category.

6b) AFTER LABEL, FAY, MONTECORE

6c) EMPORIO ARMANI, K-WAY

6d) PREMIATA, FLOWER MOUNTAIN, D.A.T.E.

BEST-SELLING BRAND OF 2025

7) AFTER LABEL

FABIAN - CAMPOBASSO (CB) GIOVANNI SIANO, MANAGING PARTNERE

YEAR-END RESULTS AND FORECASTS

1a) +5%.

1b) Professionalism and service. 1c) Between 10% and 30%. 1d) +5%.

CONSUMER

2a) Selective.

2b) Increased online spending.

2c) Always attentive to quality-price ratio.

2d) Average age 35–40. Professional men and women attentive to physical well-being.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) By offering over 40 years of experience and service.

3b) Customers often research online first, but human contact and advice still make the difference.

3c) We participated with non-damaging discounts.

3d) It doesn’t strengthen image, but sometimes it’s necessary.

SOCIAL MEDIA

4a) Instagram. 4b) Community.

TRENDS

5a) Return to clean, essential lines. 5b) Continued focus on essential lines.

BEST-SELLING BRANDS IN 2025

6a) LIVIANA CONTI, EMPORIO ARMANI, ALESSIA SANTI

6b) FAY, TAGLIATORE

6c) EMPORIO ARMANI, HOGAN, GIANNI CHIARINI

6d) HOGAN, DOUCAL’S, GHŌUD

BEST-SELLING BRAND OF 2025

7) FAY

JOBAT - CASTELLAMMARE DI STABIA (NA) VALENTINA DE MEO, CO-OWNER

YEAR-END RESULTS AND FORECASTS

1a) Slight decrease of -5%.

1b) Negative factors: early sales start, reduced interest in luxury, loss of trust.

1c) No e-commerce.

1d) I want to stay optimistic and hope it doesn’t worsen.

CONSUMER

2a) Selective.

2b) No.

2c) No major changes.

2d) Average age 45. Affluent professional women with varied interests.

3c) No; discounts are a problem.

3d) No.

SOCIAL MEDIA

4a) Instagram. 4b) Community. TRENDS

5a) Jackets, oversized blazers. 5b) People may grow tired of oversized; slimmer jackets and trousers will return.

BEST-SELLING BRANDS IN 2025

4b) For community. TRENDS

5a) Preppy, outdoor. 5b) Preppy and outdoor will continue; colored down jackets may return.

BEST-SELLING BRANDS IN 2025

6a) RALPH LAUREN, TAGLIATORE, ASPESI

6b) TAGLIATORE, STONE ISLAND, RALPH LAUREN

6c) ORCIANI, ZANELLATO

6d) AUTRY, HOGAN, PREMIATA

BEST-SELLING BRAND OF 2025

7) STONE ISLAND

OTHER OBSERVATIONS

8) Commercial and geopolitical uncertainty destabilizes us and prevents serene planning.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Only personalized, dedicated sales. 3b) They research online beforehand.

6a) ETRO, BRUNELLO CUCINELLI, MISSONI 6b) We do not carry this category. 6c) We do not carry this category. 6d) SERGIO ROSSI

BEST-SELLING BRAND OF 2025

7) BRUNELLO CUCINELLI

STEFANO BOUTIQUE - CERIGNOLA (FG) MICHELE PETRAROLO, ADMINISTRATOR

YEAR-END RESULTS AND FORECASTS

1a) Stable.

1b) Margins.

1c) No e-commerce.

1d) Hoping to match 2025 results.

CONSUMER

2a) More selective.

2b) No.

2c) We notice increased social media views.

2d) Average age 40. Professional/entrepreneurial man focused on quality and high lifestyle.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Available for boutique appointments.

3b) Clients are loyal.

3c) No; we do not support Black Friday policy.

3d) No.

SOCIAL MEDIA

4a) Instagram, Facebook, TikTok.

4b) Yes.

TRENDS

5a) Comfortable, practical garments.

5b) Same as last year.

BEST-SELLING BRANDS IN 2025

6a) We do not carry this category.

6b) RRD, ROY ROGER’S, GRAN SASSO 6c) We do not carry this category.

6d) PANCHIC, ALEXANDER SMITH, ROSSI BEST-SELLING BRAND OF 2025

7) RRD

GIAMAR PARABITA - PARABITA (LE)

BIAGIO GIANNELLI, OWNER

YEAR-END BALANCE AND FORECASTS

1a) Stable.

1b) Many hours of work, commitment, availability, and research are required to achieve the same results as in previous years, in an increasingly challenging market.

1c) We do not have an e-commerce.

1d) Forecasts for the coming years are not particularly favorable in our sector, but our goal is to maintain the same sales levels. We will not lack commitment and enthusiasm.

CONSUMER

2a) Having operated for 32 years, clients choose us because they trust our expertise and advice. Therefore, I would say they are rather selective. 2b) Always attentive to quality and Made in Italy. 2d) Among our clients, we have retained those who love to dress well with quality products, especially those who prefer alternative looks and outfits recommended by us.

2c) Average age: 35 years. Men and women who love culture and travel, in addition to fashion.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We make ourselves available even outside regular working hours.

3b) In-store shopping experience.

3c) Participated for only two days with selected items.

3d) Absolutely not.

SOCIAL MEDIA

4a) Instagram, Facebook, TikTok. 4b) Used both to showcase the most interesting looks and to attract new clients.

TRENDS

5a) Relaxed fashion.

5b) Relaxed lines, fluid suits, quality fabrics without different logos. Comfort becomes aesthetic.

BEST-SELLING BRANDS IN 2025

6a) MEME ROAD, KONTATTO, IBLUES 6b) OFFICINA36, LACOSTE, SEINSE

6c) DIKIES, CULT, TRUSSARDI 6d) DIKIES, CULT

TOP BRAND OF 2025 7) IBLUES

GRUTTADAURIA MICHELE CALTANISSETTA (CL) MICHELE GRUTTADAURIA, BUYER

YEAR-END BALANCE AND FORECASTS

1a) 10% decrease.

1b) Decline in store traffic, online and outlet competition.

1c) Less than 10%.

1d) Stable.

CONSUMER

2a) Selective.

2b) Reduction in overall purchasing budget.

2d) We are losing the so-called middle segment, which is shifting more toward the lower segment.

2c) Average age: 55 years. A businessman dedicated to work and family.

SHOPPING EXPERIENCE

AND PURCHASING TRENDS

3a) Customized service, tailoring repairs, and home delivery.

3b) Predominantly online research.

3c) We participated, but results were worse than previous seasons.

3d) In theory no, but the problem lies with our suppliers, who apply these policies on their websites and platforms, and we have to comply.

SOCIAL MEDIA

4a) Instagram, Facebook, TikTok. 4b) We use them for promotions.

TRENDS

5a) Quality and return to classics. 5b) Same trends as last year will continue.

BEST-SELLING BRANDS IN 2025

6a) We do not carry this category.

6b) GRAN SASSO, SAVE THE DUCK, PT TORINO

6c) CRAVATTE MARZULLO, PAOLO DA PONTE, PORTALURI

6d) VALSPORT

TOP BRAND OF 2025

7) GRAN SASSO

LEONE STORE PALERMO - PALERMO (PA)

MAURO LEONE, ADMINISTRATOR AND BUYER

YEAR-END BALANCE AND FORECASTS

1a) Slight increase of about 10%.

1b) We have further improved quality, purchased fewer mid-range products, and strengthened customer loyalty.

1c) We do not have an e-commerce.

1d) We would like to grow by 10%.

CONSUMER

2a) More selective.

2b) Focus on quality.

2d) We are moving toward higher-spending and more demanding clientele.

2c) Average age: 40 years. A professional man with a medium-high lifestyle.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Yes, we confirm.

3b) In our case, clients prefer the boutique shopping experience.

3c) We have not participated in any off-season sales initiatives in the last five years because we believe it is counterproductive for the store’s image and for the staff working there.

3d) Absolutely not.

SOCIAL MEDIA

4a) Instagram.

4b) As a showcase, mainly for communication.

GIANNINI - VIBO VALENTIA (VV)

MARIO GIANNINI, DIRETTORE

YEAR-END BALANCE AND FORECASTS

1a) 5% increase.

1b) Positive: marketing.

1c) Between 10% and 30%.

1d) Stable.

CONSUMER

2a) Selective.

2b) Attention to quality-price ratio.

2d) More focus on the product, less on the brand.

2c) Average age: 40 years. A professional man with a medium-high lifestyle and interests in travel, both business and leisure.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) Personal shopper service by appointment.

3b) Decreasing trend.

3c) Yes, on selected items.

3d) Only on selected items.

SOCIAL MEDIA

4a) Instagram, Facebook, TikTok.

4b) Mainly for brand identity.

KIWI - LENTINI (SR)

UCCIO VINCIGUERRA, OWNER

YEAR-END BALANCE AND FORECASTS

1a) 10% increase.

1b) Services and increasing professionalism. 1c) We do not have an e-commerce. 1d) Stable.

CONSUMER

2a) Customers now buy for emotion rather than necessity.

2b) Return of clients who prefer in-store shopping.

2d) Increasingly demanding.

2c) Average age: 45 years. A professional man interested in travel and with an increasingly elevated lifestyle: following high-level fashion now comes at a significant cost.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We also offer a personalized shopping experience.

3b) The boutique is becoming predominant again. 3c) We did not participate because we believe such promotions are harming the sector.

3d) No, not at all.

SOCIAL MEDIA

4a) Instagram and Facebook. 4b) To build the community.

TRENDS

5a) Men’s coats.

5b) For us, as a men’s boutique, the classic is returning with a modern twist: jackets, Prince of Wales suits, slightly oversized coats, and classic shirts in denim. Knitwear is also performing very well, especially pure merino wool Milano stitch jackets.

BEST-SELLING BRANDS IN 2025

6a) We do not carry this category.

6b) SARTORIA LATORRE, MICHAEL COAL, BRIGLIA 1949

6c) HERSCHELL SUPPLY, STETSON, SECRID

6d) MARECHIARO, BARRACUDA, SATORISAN

TOP BRAND OF 2025

7) SARTORIA LATORRE

TRENDS

5a) Versatile garments suitable for climate change.

5b) Versatile garments suitable for different times of the day.

BEST-SELLING BRANDS IN 2025

6a) RALPH LAUREN, BARBOUR, SEVENTY

6b) BARBOUR, MOORER, KIRED

6c) RALPH LAUREN, HOGAN, DOUCAL’S 6d) AUTRY, HOGAN, DOUCAL’S

TOP BRAND OF 2025

7) AUTRY

TRENDS

5a) Return to wool and dressing well.

5b) Even more return of coats.

BEST-SELLING BRANDS IN 2025

6a) We do not carry this category.

6b) MONTECORE, TAGLIATORE, C.P. COMPANY

6c) RAINS

6d) AUTRY, SANTONI, HOGAN

TOP BRAND OF 2025

7) FAY

OTHER OBSERVATIONS

8) As a sector specialist, I hope that historic city-center boutiques return to being the reference points for shopping, as they were many years ago.

MICHELE INZERILLO - PALERMO (PA)

MARCO INZERILLO, OWNER

YEAR-END BALANCE AND FORECASTS

1a) Stable, with a 5% increase.

1b) Careful analysis of product quality; commercial events like Black Friday are considered unpleasant.

1c) Between 30% and 50%.

1d) I am optimistic; offering the right quality-price ratio can lead to improvement. Online clients focus on price, while in-store clients experience different service, relax, and can be convinced. Customer service is important.

CONSUMER

2a) It depends; cannot generalize: women are more impulsive, men have a more reasoned purchase approach.

2b) Outdoor clothing.

2c) Women were introduced four years ago, so we see their increasing participation, but there are also young men who want slightly more tailored styles. Men follow a relaxed, outdoor trend. Events help greatly, as they allow us to engage, provide emotion, and give clients a reason to visit.

2d) Average age: 35 years. Contemporary men and women with interests in accessories and bags.

SHOPPING EXPERIENCE AND PURCHASING TRENDS

3a) We have always focused on the customer,

offering a tailored customer experience.

3b) Physical stores are fundamental because they guarantee a 360-degree shopping experience. Online works mainly for offers and sales; it does not convey the same experience.

3c) Officially, we have done it only online with targeted promotions.

3d) No.

SOCIAL MEDIA

4a) Instagram, Facebook, and TikTok. 4b) For the community.

TRENDS

5a) Workwear, heritage, outdoor-running translated into fashion, and urban styles linked to the community.

5b) Moving toward preppy.

BEST-SELLING BRANDS IN 2025

6a) NUDE, BARBOUR, FLOWER

6b) BARBOUR, AUTRY, HERNO

6c) MARREA, ORCIANI, FLOWER MOUNTAIN

6d) SALOMON, AUTRY, FLOWER MOUNTAIN

TOP BRAND OF 2025

7) BARBOUR

FLUID ELEGANCE

The new FW 26/27 interprets Jeanne Baret’s pioneering spirit in a versatile, contemporary collection where evolved comfort, textile research, and natural inspiration shape a dynamic aesthetic

The Jeanne Baret FW 26/27 collection occupies a precise territory, where functionality and aesthetic sensitivity interact fluidly, creating a wardrobe designed to accompany the contemporary woman across her varied life scenarios. The project reflects the brand’s deep identity, long inspired by the pioneering spirit of the French explorer and botanist Jeanne Baret, a historical figure whose observation of the world and transformative ability define her signature. The brand offers no static fashion, but an open system, built to move seamlessly between city and nature, urban routine and travel. The new winter collection reinforces this vision: aimed at an active, curious, and independent woman who demands versatile, high-performance yet refined pieces. The season’s imagery arises from a direct dialogue with material and landscape. Raw surfaces, forested environments, mineral structures, and organic hues guide the design without ever slipping into literal storytelling. The collection balances two souls: one performance-driven, built on technical materials and functional solutions, the other metropolitan, essential, and tailored, designed to integrate effortlessly into urban life. The result is a flexible, modular wardrobe, capable of adapting to the day’s moments and the demands of a constantly moving lifestyle.

The Collection Outerwear remains the FW 26/27 centerpiece, with new 3L materials combining woollike touch, technical membranes, and soft surfaces to deliver a sophisticated aesthetic without compromising performance. Velvet micropile with membrane meets the needs of contemporary winter, perfect even for leisure contexts such as urban après-ski. Fabrics with a cotton-like appearance maintain a natural feel while hiding highly technical construction,

while softshell is reinterpreted through modern volumes and feminine lines that reinforce its urban character. The emergency warm jackets, lightweight and compressible, become ideal travel allies and the basis for layered looks, combining practicality with style. The total look develops through intermediate pieces designed for daily comfort: technical flannel merges traditional aesthetics with easy-care functionality, while mid layers introduce enveloping textures like soft knitted highloft fleece. Knitwear is enriched with technical nylon inserts, creating a dialogue between warmth and performance, and premium bouclé wool or double Milano sweatshirts elevate casual into a more refined, urban dimension. Finally, the Peak Explorer ski capsule extends the brand’s exploratory attitude to the mountain environment, with technical pieces that, thanks to removable elements, transform easily into metropolitan outerwear.

Three Color Themes

Three color themes define the collection’s visual identity, conceived as emotional and material landscapes. Soft Naturals conveys essential elegance through sand, ivory, and ebony, evoking intimacy, harmony, and velvety surfaces. This palette suits a discreet femininity, privileging soft volumes and everyday refinement. Mineral Shades explores nature’s strength with mineral greys, deep black, and accents of lavender and violet, playing on matte and glossy contrasts while highlighting technical fabrics with a strong character. Green & Rust Harmony introduces a warmer, enveloping dimension: moss green and rust interact, evoking autumnal landscapes and a deep connection to natural elements,

BUSINESS INSIGHT

How is the geography of multibrand retail changing in Italy?

The women’s retail market in Italy continues to show structural resilience, while operating in an increasingly selective competitive environment. The latest Business Insights from Fashion Bank captures the state of play, analyzing the women’s wholesale multimarket segment clothing, accessories, and footwear across a sample of around 22,000 active points of sale in 2025. This analysis goes beyond traditional statistical rankings, providing a realistic reading of the market thanks to the integration of economic, qualitative, and commercial data collected directly in the field.

The North leads, but the South weighs in Territorial distribution of stores confirms Lombardy’s primacy, concentrating 12.87% of women’s multibrand outlets, followed by Campania (9.14%) and Lazio (8.57%). Emilia-Romagna and Veneto complete the top five, both around 8%. Yet the overall figure tells a more complex story: the South and the Islands maintain significant weight, with Apulia (7.68%) and Sicily (6.91%) remaining key markets, demonstrating demand is still alive and widespread across the peninsula. At the provincial level, Rome and Naples lead the ranking, followed by Milan and Turin. This mix reflects not only urban density but also the historical presence of multibrand stores as commercial anchors in city centers.

The store remains “central” and the “Good” segment dominates Almost one store in two (49.13%) is located in central areas, while historic centers account for 18.74%. Shopping malls, often cited as the engine of contemporary distribution, represent only 6.81% of the total. This underscores the multibrand store’s role as a firmly rooted urban actor, capable of engaging a loyal clientele oriented toward a strongly physical shopping experience. In terms of positioning, the market is clear: the “Good” segment dominates with 64.45% of outlets, followed by “Diffusion” (26.04%). “Premium” and “Best” remain minor, while pure luxury represents an almost symbolic niche. The Italian women’s multibrand market therefore confirms itself as one of controlled volumes, where the balance of price, quality, and assortment remains the key to sustainability. The most represented turnover range is €250,000–1 million per year, covering 44.06% of stores. An additional 22.61% exceed €1 million, while operations over €5 million remain a minority. A fragmented, yet resilient structure highlights that the market largely consists of small- and medium-sized operators, able to maintain continuity and territorial presence.

A SINGLE VISION

Between memory and innovation, Colmar looks to the future while staying rooted in its origins. For Fall-Winter 26/27, the brand articulates its story through two distinct yet connected souls, performance and lifestyle, both sharing an Alpine heritage

The Originals Collection and the Ski Line

The Colmar FW 26/27 ski collection arises from a close dialogue with the brand’s historical archive. It is a conscious return to the golden era of ski innovation, when research and experimentation defined the brand’s iconic codes. Archive pieces are reinterpreted through cutting-edge materials, advanced constructions and technical solutions designed to face extreme weather conditions. Performance, protection and freedom of movement are at the core of an offer that combines highly thermal fabrics, waterproof and breathable membranes, ergonomic structures and an aesthetic that is essential yet immediately recognizable. Clean silhouettes, balanced volumes, contrast piping, historic badges and heat-sealed zippers define a refined equilibrium between function and style. The men’s and women’s lines share a coherent vision: dynamism and awareness on one side, a return to Alpine origins and pure performance on the other, with strong attention to versatility and mix-and-match potential. Alongside the technical dimension, Colmar Originals FW 26/27 expresses another facet of the brand’s identity, more lifestyle-oriented yet equally rooted in the mountains. Inspired by the ’70s, ’80s and ’90s, and by the imagery of Alpine magazines of the time, the collection reinterprets heritage in an urban key, with outerwear as the core of the wardrobe. The après-ski mood guides a comfortable, enveloping proposal, designed for the city but ideally projecting toward places of escape and social sharing. The palette draws from Alpine nature, from snow whites to nudes and wood tones, up to more intense shades, while tactile materials such as velvet, flannel, eco-fur and eco-shearling converse with richly textured knitwear. Narrative accents and coordinated accessories complete a coherent, practical and instantly recognizable offer.

DAILY WARDROBE

Scaglione’s winter collection celebrates the excellence of yarns and textile experimentation. It transforms every piece into a story of conscious style, balancing comfort, elegance, and research

Scaglione continues its exploration of materials, selecting exclusive, high-quality yarns, the result of careful study and artisanal sensitivity. Each garment is born from unique blends, developed in-house to ensure comfort, durability, and distinctive personality. Surfaces are enriched with three-dimensional textures and sophisticated treatments that dialogue between tradition and innovation, turning every item into a sensory experience. The season spotlights chunky merino knits, featuring Aran and cable patterns that reinvent structured knitwear with a refined touch. Complemented by flat cashmere rib, compact and dense yet extraordinarily soft. New material innovations, such as Casentino treatment on braids and chromatic felting, add movement and depth. Alpaca techniques introduce generous volu-

mes and super-fluffy textures, creating visually light yet tactilely enveloping knits, redefining winter knitwear in a warm and sophisticated dimension.

Movement in Freedom Scaglione’s FW 26/27 coat line combines high-quality double fabrics with soft, contemporary fits. Clean lines, tailored constructions, and technical details meet to ensure freedom of movement without sacrificing elegance or functional content. Each piece in the collection results from a perfect balance between Italian craftsmanship and constant experimentation: the collection is designed for a woman who recognizes the authentic value of well-made items, transforming material, research, and sensitivity into an experience of everyday elegance.

TRACES OF STYLE

Fall-Winter 26/27 comes to life through garments and accessories that tell stories of style and personality.

From everyday elegance to mountain-inspired references, every detail becomes a gesture, a narrative to wear and experience, where vision and creative freedom converge. The winter season translates into a wardrobe that transcends time, balancing innovation and memory.

by Valeria Oneto and Micaela Panzini

STYLE THAT MAKES AN IMPACT

Elegance is not just appearance, it is attitude. Every detail speaks of choice and character. Wearing Manuel Ritz means carrying confidence, precision, and a style that does not go unnoticed. It is the statement of someone who knows who they are and how they want to be seen: bold, refined, and always in step with excellence.

TACTILE MODERNITY

Marc O’Polo FW 26 weaves soft velvets and structured knits with unexpected layering and new proportions. Taupe, delicate melanges and Black Cherry accents flow between Burnt Coffee and faded greens, creating a vibrant chromatic landscape. High-neck jackets, parkas and coats converse with pleated trousers and relaxed denim, moving with lightness and confidence.

URBAN ELEGANCE

1972 DESA reinvents urban elegance, presenting a bold collection that unites artisanal mastery with contemporary vision. Each piece tells a story of perfect balance between tradition and innovation, where minimalism and character merge in the details.

SCENT OF THE ENGLISH COUNTRYSIDE

Coccinelle presents “The Gardener’s Studio,” the AW 2026 collection celebrating the quiet beauty of winter and inspired by women who have found their atelier in nature: from the poetic harmony of Edith Holden to the visionary gaze of Gertrude Jekyll, and onward to the energy of contemporary garden designers.

RITUALS OF THE EARTH

Avant Toi invites a rediscovery of the conscious act of dressing with “Rooted Ritual Paths,” blending softness, comfort and materials that speak to the skin. Earthy palettes and primordial volumes transform each piece into a sensory experience, a small ritual of care where craftsmanship and the poetry of fiber intertwine.

INTENSE BROWN

Berwich unveils a feminine vision that combines sartorial rigor with contemporary sensitivity. Clean lines, considered volumes and premium fabrics depict a sophisticated, dynamic and self-assured woman. An authentic elegance that

URBAN MATERIAL

Pence1979’s winter collection is an invitation to experience contemporary life with the confidence of a sartorial language. Material, construction and color converge in pieces designed to endure, combining functionality and style with a naturalness that speaks the language of the city.

SLOW RHYTHM

Gran Sasso FW 26/27 emerges from the lake, amid mist and fog, inviting a rediscovery of calm and authenticity. Soft, enveloping knitwear conveys simple gestures and natural femininity. Reed greens and touches of rust create a serene chromatic landscape. Outerwear, fluid dresses and light layering accompany every movement with ease.

SUSPENDED STEP

FRAGMENTS OF TIME

ZONA20 MILANO captures the rhythm of time in the folds of wool and the softness of leather, transforming each piece into a delicate trace on the skin. Volumes and lines flow like suspended thoughts, suggesting silent intensity and discreet presence. A wardrobe that accompanies the wearer, like a memory renewed with every step.

INFINITE GAZE

Peserico places the female body in dialogue with the winter landscape, between silent skies and frozen lands. The pieces wrap

MIEZ transforms Friulian heritage into a daily experience, where centuriesold craftsmanship meets modern gestures. Each piece wraps naturally, conveying warmth and lightness without any need for ostentation. An accessory that speaks of territory and care, ready to become the silent companion of your days.

SHADOWS IN MOTION

Francesco Biasia transforms bags and accessories into traces of daily energy, between sculpted details and calibrated volumes. Each piece engages with the wearer, suggesting character, presence, and movement dynamics. A wardrobe of gestures and materials, ready to follow you day after day.

ISPIRED BY CANADA HERITAGE

The FW 26 Heritage Collection by Kanuk expands ready-to-wear with sweaters, knit sets, velvet outerwear and iconic sherpa pieces. The palette evokes Canadian landscapes: warm earth tones, leafy greens and muted golds. At its heart, Canadian rural life and the brand’s heritage merge in modern, authentic pieces designed for everyday winter comfort.

AMERICAN ROOTS

Woolrich tells winter through stories of forests, mines, and hands that have shaped the outdoors since 1830. The buffalo check and Arctic Parka become symbols of protection and memory, tracing a thread between past and present. A space that envelops, accompanies, and inspires, where each piece carries the long history of an authentic craft

BETWEEN INNOVATION AND CRAFTSMANSHIP

WHYCI Milano presents a proposal designed for a conscious audience, attentive to the true value of the product, respecting quality and sustainability. Raw materials, prints and embroideries, representing the brand’s roots and tradition, are reinterpreted in a contemporary key, in the pursuit of balance between innovation and craftsmanship.

BUILT TO LAST

The Red Wing Men’s 6-Inch Moc in Sandstone Mohave combines over 70 years of heritage with comfort and durability. Crafted in Mohave leather with Goodyear welt construction, it delivers stable traction and all-day resilience. Iconic in design and quality, it remains a timeless classic for work and leisure.

DESIGNED TO BE REMEMBERED

It is not about being noticed, but leaving

TRACES OF JOURNEY

MAINE HORIZONS

Sebago celebrates 80 years of history amid lighthouses, forests, and meadows, where each piece tells of roots and adventure. Lines and details follow the rhythm of daily life. A wardrobe that unites authenticity, experience, and everyday gestures, moving effortlessly between city and New England landscapes.

Campomaggi tells stories of artisan hands and leather that comes to life with every gesture. Each bag becomes a companion for daily paths and distant adventures, marked by time yet never losing character. A universe of authentic details and warm textures, where functionality and beauty converse without compromise.

LUXURY SKIWEAR

In the heart of the most iconic peaks rises Monski, the women’s skiwear brand redefining luxury in the high mountains with a sophisticated aesthetic and a bold spirit. Led by Federica Figini’s creative vision, the label reinterprets the charm of the ’60s and ’70s with clean lines, tailored details, and cutting-edge technology.

WINTER EMBRACE

LaMunt designs winter as a light movement, where warmth intertwines with the softness of fabrics. Fluid lines and thoughtful details transform daily gestures into a story of presence and care. Pieces that accompany, envelop, and surprise, revealing a femininity suspended between comfort and boldness.

WRAPPED IN BORDEAUX

BOMBOOGIE transforms burgundy into emotion: a gesture of style that envelops, surprises, and defines the silhouette. It is a dialogue between softness and structure, between minimalism and character, where the outfit becomes an experience. For those who choose to dress with freedom without sacrificing elegance.

FREEDOM ON THE SLOPES

K-Way brings the mountains to the heart of Milan, turning technical performance into contemporary style. Each piece tells of passion for snow, freedom, and the energy of après-ski. A collection where innovation and authenticity meet, designed to experience the slopes without compromise.

FUTURISTIC FEMININITY

The FW 26/27 colored down jackets by Dsquared2 transform outerwear into statement pieces, with oversized volumes and almost couture constructions. The tones are saturated and glossy, bold sporty colors inspired by the performance and ski world. Models range from mini dress puffers to technical bombers, blending sensuality with protection.

PURE MOMENTUM

Snow becomes both stage and breath for Gucci Altitude, the maison’s first winter collection. Technical silhouettes and precise details move in harmony between sky and mountain. Each piece conveys balance, control, and upward momentum, in a gesture that unites performance and presence.

ECOCHIC WITHOUT COMPROMISE

Light warmth, sustainable style. The FW 26/27 pieces by Save The Duck combine 100% animal-free PLUMTECH with functional, modern design, perfect for facing winter in the city or on the slopes. Classic and vibrant colors alternate with versatile silhouettes, from oversized parkas to cropped down jackets, extending to footwear and accessories for an uncompromising eco-chic look

URBAN APRÈS-SKI

Among the new arrivals for the winter season, Ellesse presents the new Cortina model, with bold shapes and a substantial sole. The design evokes the après-ski world, reinterpreted with an urban, everyday attitude. Available in two versions: nylon, for a metropolitan feel, and suede, with a warm and sophisticated aesthetic.

COLOR IN THE SPOTLIGHT

Essentiel Antwerp ignites the season with a wardrobe unafraid to be noticed, featuring vibrant hues and bold silhouettes. Audacious patterns and unexpected contrasts transform each look into a statement of character. A playful, self-aware aesthetic that celebrates individuality with irony and expressive freedom.

METROPOLITAN CODE

Blauer FW 26 moves through the city like a manifesto in motion, blending urban energy with an outdoor spirit. Bold lines, modular volumes, and functional details create a wardrobe that follows the rhythm of day and night. From uniform-inspired mountain references to city-ready looks, each theme conveys a clear identity: dynamic, self-aware, and ready to shift its scene.

MOUNTAIN MEMORIES

In the heart of Livigno, Jack & Jack bring vintage collections to life, celebrating the charm of the territory and its stories. The first edition, Livigno Amarcord, honors the past with prints evoking postcards, crests, and the dolce vita among the mountains. Each piece carries nostalgia and longing, becoming a small fragment of memory to wear.

VINTAGE VIBES

Puraai explores a new vision of quiet luxury with a cruelty-free collection that blends aesthetics, comfort, and contemporary style. From animalier prints to checkered fabrics and floral motifs, the brand’s dual personality comes alive in enveloping palettes and warm, vintage-inspired materials.

NOMADIC WEAVES

Etro weaves memory and vision into a story of iconic patterns and distant inspirations. Motifs move like maps to explore, between light layering and vibrant accents. A wardrobe scented with travel and culture, where every detail becomes a distinctive signature.

A MODERN WUNDERKAMMER

Gianni Chiarini Firenze unveils the FW 26/27 Marcella Club collection, a captivating journey through art, history, and beauty, inspired by one of Italy’s most emblematic heritage sites: the Tribuna of the Uffizi, the Wunderkammer commissioned by Francesco I de’ Medici in Florence.

ESSENTIAL CONNECTIONS

SATORISAN SS 26 is born from the echo of “furui mono”: objects carrying time, hands, and truth. Their origin is felt in carefully chosen materials, in the hands that shape them, and in the attention behind every gesture. Worn lines and sincere fabrics soften step by step, becoming companions for everyday life.

HANDPRINTS

Scarosso tells the story of what happens when carefully selected materials meet skilled hands, giving shape to footwear designed to accompany everyday life with genuine presence. Every detail speaks of care and craft, turning walking into a felt, recognizable experience.

TRACES AND GESTURES

Every MCM creation is born from the hands that shape it and the material that takes form under their touch. Walking with it means carrying a fragment of life, a gesture that lingers, an energy blended with everyday life. Every fold, every nuance tells of time and attention, turning daily use into an intense, authentic experience.

URBAN COMFORT

SUBTLE AURORA

Santoni’s FW 2026 collection is born from a light that gently caresses the skin and accompanies every gesture. Each creation reveals the time and care of the hands that shaped it, turning every step into a vivid, sensitive experience

PREMIATA ’s Hiking Collection reinterprets outdoor imagery through an urban lens: Vibram soles provide the grip and comfort of hiking, while uppers in premium materials and refined leathers combine functionality with style. A collection designed for everyday wear, it blurs the line between city and nature, placing material research at the heart of the project.

DISTINCT HARMONIES

Church’s FW 2026 collection is born from the meeting of artisanal mastery and a curious spirit. Each model tells of hands, materials, and gesture, transforming everyday life into a wearable experience.

LIVING CRAFTSMANSHIP

Velasca women’s ankle boots merge elegance with an outdoor spirit, recalling traditional mountain footwear. Made in premium leather and fabrics, they feature reinforced metal eyelets, high lacing, and durable rubber soles for stability and comfort. Perfect for those seeking style, practicality, and lasting wear in every occasion.

RUGGED ELEGANCE

Hogan ’s ankle boots reinterpret mountain style with an urban twist. Made in Italy from smooth leather with refined finishes, they feature reinforced metal eyelets, high lacing, and leather-lined interiors. The removable memory foam insole and black lug rubber sole ensure comfort and stability.

UNDER THE DUBAI SKY

Alberta Ferretti opens Dubai Fashion Week with a vision that spans continents and imaginations. Her light silhouettes flow between light and futuristic architecture, weaving Italian savoirfaire with Middle Eastern vibes. A debut that is not just a runway, but a meeting of cultures, where femininity is expressed as a fluid, universal gesture.

REWRITTEN CODE

DANIELE FIESOLI envisions the woman reclaiming the masculine wardrobe and turning it into a personal language. Tailored greys, coffee, and cream set the foundation; dusty lilacs and flashes of fluorescent alpaca punctuate the rhythm. A sober, determined presence that asserts itself without raising its voice.

PURE LINE

Barba Napoli dresses the body like a silent gesture, where every seam becomes a detail to discover. Precious fabrics move naturally, balancing tailoring precision with a perceived lightness. A wardrobe that breathes, telling a story of craftsmanship, transforming the ordinary into an act of conscious refinement.

GEOMETRIES IN MOTION

Ergon interprets the accessory as wearable architecture, with clean lines and carefully calibrated volumes. Each form is designed to follow the body and interact with space, turning everyday gestures into personal expression. A balance of structure and dynamism that defines a style both essential and never silent.

CUT OF LIGHT

Tagliatore hapes the female silhouette like a suspended gesture, where cuts and volumes converse with the surrounding space. Each piece whispers strength and delicacy, turning presence into a silent yet intense narrative. A wardrobe that moves through light and shadow, a mark of personality and poetic tension.

CASHMERE THREAD

Kangra transforms cashmere into movement, where every braid tells of care and patience. The knit wraps around like a natural gesture, suggesting warmth and lightness effortlessly. A piece that becomes part of daily rhythm, a mark of discreet elegance felt more than shown.

WHISPERS OF LUXURY

De Marquet shapes living materials with attentive hands, where colors and textures tell the rhythm of the day. It’s a luxury that doesn’t demand attention: it accompanies daily gestures with discretion, presence, and personality.

INNER ALTITUDES

Annapurna transforms the landscape into sensation, as if the thin mountain air became material to wear. The shapes don’t just envelop: they breathe, move slowly, following the body without restraining it. A silent yet intense aesthetic, where each piece seems to hold the deep rhythm of the mountains.

PRIVATE RHYTHM

SU doesn’t just dress a body, it embodies an attitude that moves through the city like an invisible trace. Shapes stretch, break, and reassemble, creating a subtle tension between instinct and construction. It’s a style that resonates beneath the skin, defined by precise choices and meaningful silences, where every detail seems to tell an untold story.

FOR AN “EASY LIFE”

With EasyFive, lululemon merges the iconic aesthetic of classic five-pocket jeans with the quality and comfort that have always defined the brand. The new five-pocket pants, for both men and women, come in five modern silhouettes and are designed to provide all-day comfort.

NEW STEP

A step that reflects who we are and where we are heading. With New Step, Sealup reinterprets its signature pieces with fresh sensibility: more fluid volumes, carefully selected materials, and details that speak of skilled hands. From iconic coats and lightweight down to the Phoria project in recycled silk, the collection conveys an authentic vision of outerwear, entirely crafted in Italy and designed to move with the changing seasons.

INSPIRATIONAL MUSE

EVOLVED ELEGANCE

FW 26/27 for women by MooRER defines a measured, profoundly contemporary elegance, where exclusive materials and sartorial savoir-faire shape an essential yet assertive wardrobe. Designed for women who prioritize quality and versatility, the collection weaves comfort and refinement into clean silhouettes, meticulous details, and balanced volumes. Two defining threads - Linea Eccellenza and Progetto Long Yarn - are complemented by City Icon and Capsule Ski, special projects that expand the brand’s narrative between technical research and metropolitan spirit

The new Musa sneaker by D.A.T.E. channels the legacy of the iconic Fuga, reimagined with lighter, more dynamic lines designed to navigate between style and functionality. Drawing inspiration from retro running, carefully selected materials and refined finishes enhance comfort, flexibility, and freedom of movement.

BALLERINAS, TRAIL RUNNERS AND COLLECTORS

We are witnessing a return of femininity in the sneaker world, thanks to designers, enthusiasts, and a touch of nostalgia

Afew years ago, some might have frowned, but times are ripe to say it: in a moment when sneaker innovations are scarce, the most interesting ideas come from products aimed at women. For decades, enthusiasts and collectors have tried to make their voices heard, pushing for a more inclusive environment and truly unisex shelves especially for classic models. There’s still much to do, but finally we are seeing the results of their effort. At the same time, the number of designers engaged in major projects has grown, and there is now both the interest and space to discuss femininity in the sector, partly fueled by numerous Y2K-inspired trends, duly updated and modernized. Leading the brands that have best leveraged this renewed interest in Y2K aesthetics is undoubtedly adidas Originals, which has drawn heavily from its vast archive to bring back a long series of forgotten models, unexpectedly becoming protagonists in stylist moodboards and Pinterest boards of fashion enthusiasts. Initially, it was all the “low profile” models, such as the Taekwondo in various lifestyle and fashion versions produced in the early 2000s, also for designers like Yohji Yamamoto and Stella McCartney. Later came all the models directly inspired by pointe shoes and ballet flats, reinterpreted

in multiple colorways and materials. Noteworthy is the remarkable project by Taqwa Bint Ali in early 2025, who drew inspiration from the ballet shoe trend, integrating seemingly distant cultural elements to tell a story of femininity connecting Parisian banlieues, London suburbs, and Tokyo alleyways. A virtually unprecedented but highly successful variation combines tech and outdoor elements. Early examples include Sandy Liang’s collaboration with Salomon: the New York designer immediately incorporated references to Asian pop culture’s influence on early 2000s New York street style, mixing typically feminine colors and decorations. In a subsequent collection, she presented the RX Marie Jeanne a fusion of outdoor sandal and ballet flats with crisscross elastics and tulle ribbons. At the same time, Salomon experimented with other blends between trail shoes and sandals with Margiela MM6’s XT Mary J, even radically modifying the structure of the iconic XT-6 trail runner. Other brands have since followed this path, most recently Roa Hiking, which during the latest Paris Fashion Week presented a women’s footwear collection further exploring the concept, highlighting the fusion of ballerinas, sandals, recovery shoes, and trail shoes, showing there is still ample room for aesthetic exploration in this vein.

MICHAEL DUPOUY UNVEILS ALL GONE 2025

As tradition dictates, Paris Fashion Week served as the backdrop for the launch of the new edition of All Gone, the streetwear annual curated by French tastemaker Michael Dupouy. This year, the book’s two covers were crafted by Futura 2000: the legendary New York graffiti artist also attended the launch, taking part in a discussion alongside Dupouy himself, American designer Salehe Bembury, and Sarah Andelman, founder of Colette, who moderated the event. Both editions of All Gone 2025 are available online, while the classic global book tour with signings is expected to kick off soon, paving the way for the 2026 edition, which will celebrate the project’s twentieth anniversary.

THE DESIGN MUSEUM CELEBRATES NIGO

London’s Design Museum will host a dedicated exhibition on NIGO, a pivotal figure in streetwear history, current creative director of Kenzo, and founder of A Bathing Ape and Human Made. The show will trace the Japanese designer’s journey, from the roots of Harajuku streetwear to his many ventures across music, art, and pop culture.

Titled From Japan with Love, the exhibition opens May 1 and will be on view to the public through October 4.

ADIDAS X FEAR OF GOD COLLABORATION TO END

2026 will mark the end of the partnership between adidas and Jerry Lorenzo’s Fear of God. The American designer confirmed that the collaboration contract with the “three stripes” officially ends in late 2025, with the final releases scheduled for this year. The partnership was first announced in December 2020, catching many by surprise: fresh from the success of his Nike collaborations, Lorenzo joined adidas with high expectations, launching FOG Athletics and, ostensibly, taking the role of creative director of adidas Basketball. Not all expectations were met, with fewer releases than anticipated and some challenges in selling the collections.

ANTA ACQUIRES STAKE IN PUMA

After weeks of speculation, Chinese sportswear giant Anta has announced the purchase of a 29.06% stake in Puma from the Pinault family’s investment firm, Groupe Artemis. The €1.5 billion deal is expected to close by the end of 2026, according to Il Sole 24 Ore. While Anta does not seem intent on acquiring the entire German brand, the stake makes it Puma’s largest shareholder. The announcement boosted Puma’s stock value, though it will take time before any impact on products and collections becomes visible.

SALOMON APPOINTS NEW CREATIVE DIRECTOR

Salomon has named Heikki Salonen as the brand’s new creative director, marking the first time someone has held this position at the French company. Salonen, who will lead the “soft goods” department, is a Finnish designer with three decades of experience, including the last twelve heading MM6’s footwear line at Margiela. He will be joined by Laura Herbst, a renowned studio director who previously collaborated with Salonen at MM6 and Celine. The appointment signals an important strategic move for Salomon, which over the past ten years has focused heavily on lifestyle, carefully balancing it with the technical, performance-driven heritage that has defined the company since its founding in 1947, now tasked with connecting to a new audience without losing its roots.

ASICS AND C.P. COMPANY TEAM UP AGAIN

Two years after their first joint release, ASICS and C.P. Company returned to Paris to unveil the second chapter of their collaboration: three entirely new colorways of the GEL-Quantum 360 1, a running model that made its comeback in 2025, ten years after its original launch. Once again, it is C.P. Company’s Metropolis line the early-2000s collection designed for urban use that defines the collection. For now, details on the release of these new ASICS x C.P. Company sneakers remain scarce, though a global drop is likely scheduled for this spring.

ADIDAS SHOWCASES THE “PIGGY RUNNER”

The Adistar Cushion 3 “Piggy Runner” from Unheardof and adidas Originals was one of 2025’s standout releases, helping introduce the Cincinnati-based store to a European audience. Philip Lipschutz, CEO and founder of Unheardof, attended Paris Fashion Week with adidas and took the opportunity to tease on social media the sequel to last year’s drop: the “Piggy Runner 2.0” uses the Adistar Cushion 5, an archival silhouette adidas is heavily investing in. This time, pink is reserved solely for the three stripes, while the rest of the upper features a distinctive green hue. We’ll have to wait and see if Unheardof can replicate the original “Piggy Runner” success.

MORE AIR MAX 1 FOR PATTA?

It has been five years since “Waves,” Patta and Nike’s collection that marked the Amsterdam store’s long-awaited return to the Air Max 1. Between 2021 and 2022, six different colorways of the first Air Max 1 “Waves” were released, followed last year by three Air Max 90s. Rumors suggest at least two new Air Max 1 versions could appear this year. So far, only photos shared by the Dutch store’s founders have surfaced, enough to stir anticipation among fans and collectors.

KIKO KOSTADINOV MAKES HIS CROCS DEBUT

During his latest Paris runway show, Bulgarian designer Kiko Kostadinov unveiled his first collaboration with Crocs not the typical sandals, but a sculptural sneaker that perfectly complements his new “Systemized Intuition” collection. In recent years, Crocs has expanded into lifestyle, creating a full catalog alongside its classic rubber sandals: first drawing on archival trail-inspired models, then collaborating with designers like Salehe Bembury and Steven Smith. Kostadinov steps into this landscape, proving that Crocs can have a place in high-fashion contexts as well.

CDG AND AIR JORDAN: WHERE SPORT MEETS FASHION

“Leaks”—whether accidental or orchestrated—have become a favored method for brands to tease upcoming releases. Comme des Garçons, for example, has grown accustomed to sharing backstage snapshots from its Paris shows, revealing future collections and collaborations. This year, attention fell on a new Air Jordan model: a luxury reinterpretation of the classic Air Jordan XI in full leather, presented in the traditional monochrome black-and-white palette. Retail pricing remains undisclosed, though it is expected to be steep.

RONNIE FIEG TEASES KITH X SALOMON

Ronnie Fieg remains the “Midas of sneakers,” commanding attention with collaborative releases and global store openings. In late January, the KITH founder used his social channels to hint at his next collaboration with Salomon, revealing two new colorways of a special XT-6 featuring “KITH” branding on the side panels. The photos show two options: all-white and navy blue with black accents. The release is expected in the coming weeks, likely as part of the new “KITH Aspen” snow collection.

PIET PARRA REWORKS

THE

OLD SKOOL FOR VANS

Piet Parra returns to Vans, bringing his signature creativity. About a year after a limited co-branded Half Cab, Parra tackled another classic, the #36 Old Skool. The skate shoe’s lines were redesigned to accommodate the colors and curves of the Dutch artist’s artwork, cleverly hiding the traditional side stripe within new panel stitching. Released in mid-January, the OTW by Vans Old Skool 36 x Piet Parra sold out rapidly, but given past success, more releases are expected.

SECOND PROJECT FOR PUMA AND J.L.A.L

The unique partnership between Puma and British designer Jean-Luc Ambridge Lavelle of J.L-A.L continues. Once again, the Cell Geo 1 was chosen: the first version, shared last summer, included two leather colorways from the J.L-A.L Spring/ Summer 2026 collection, while the second chapter uses hi-tech synthetic uppers with breathable inserts, reversing the aesthetic contrast of the initial release. The drop date for the four Puma x J.L-A.L models is not yet announced, but they are sure to attract attention.

CYBORGS INSPIRE NEW BALANCE AND ACTION BRONSON

The collaboration between New Balance and New York rapper Action Bronson continues with a new collection, including two limited editions of the 1890—a 2000s running model aiming to replicate the success of the 860v2. As usual, Bronson gave his creations unique names: “Cyborg Tears” and “Hornet Tusk,” both selling out within minutes of the early release on Specialized Life, the artist’s online store, and hitting top sneaker stores worldwide in mid-February.

NEW ON FOR POST ARCHIVE FACTION

Last month in Paris, Post Archive Faction presented its Fall/Winter 2026 collection, featuring multiple collaborations and special projects. While news on the previously teased model is still pending, among the footwear seen on the runway was the new On Cloudsoma, a trail-running shoe developed by the Swiss brand for the South Korean label founded in 2018 by Dongjoon Lim and Sookyo Jeong. Once again, monochrome sneakers were used to highlight texture and material contrasts. With last autumn’s releases marking the end of the customized On Cloudmonster 2 series, 2026 will focus on new PAF creations, likely including the Cloudsoma in the fall.

A NEW ROMAN TRADITION

While the retail world debates a crisis, Superstylin’ has turned 20, fueled by clear vision and a deep love for streetwear by Marco

Rizzi

Rome has always been one of the key hubs for Italian Street Culture, thanks to its unique blend of international influences and local realities. Over the past two decades, Superstylin’ has become a reference point for its clientele, and Dario Talacchia, one of the founders, shared with us this special moment and how things have evolved.

Last year Superstylin’ turned 20 how did you celebrate this milestone?

Turning twenty isn’t an everyday event, so no sad little cake with discount candles. We did it properly: an afternoon in-store with a music selection curated by Max Scopetta, a longtime friend and historic DJ of the capital, surrounded by loyal clients and friends. Then in the evening, zero formality: pizza for everyone. After 20 years, you realize that the best celebrations are simple, but with the right people.

Is there a brand that has been with you since the beginning? And any recent discoveries that surprised you?

One name above all: Carhartt WIP. It’s been with us from day one. We lived through the period when nobody wanted it anymore, staying stubbornly committed until its triumphant return with the latest collections, regaining identity and strength. Among recent discoveries, we are paying close attention to Asia, particularly Seoul and the Korean scene. Brands like FrizmWORKS impressed us with their quality, research, and ability to reinterpret workwear in a contemporary key. They don’t shout, but they make their presence felt which is always a good sign.

It finally seems that brands are paying more attention to women’s audiences, creating dedicated products beyond main collections. Which brands are excelling in this area?

For the past couple of years, we’ve expanded our space and introduced a women’s selection but without losing our identity. The approach was clear: no forced chasing of trends. We stay faithful to our taste and the brands we already admire, choosing their women’s collections carefully. One interesting observation is that many brands are moving toward increasingly genderless fits: fewer rigid divisions, more freedom of interpretation. And honestly? About time. Wardrobes should have fewer rules and more personality.

There’s been a lot of talk recently about a “sneaker crisis.” What’s your take? How has customer demand changed in recent years?

More than a sneaker crisis, I’d call it the end of monoculture. People used to look almost exclusively at Nike, adidas, and a bit of New Balance. Today, the market is far more crowded, and customers have become decidedly more selective. Less blind hype, more attention to quality, design, and durability. In short: people buy less “for fashion” and more “by choice.” For those who do things well, it’s good news; for those living only off logos… a bit less so.

After 20 years, we’ve learned something simple: trends fade, tastes evolve, but consistency and curiosity endure. And as long as someone walks into the store wanting to discover something new, we’ll be here probably with good music playing in the background.

21 – 24. 4. 2026

FRANKFURT / MAIN

Idee innovative sui materiali, promosse da innumerevoli incontri. Inoltre, l’eccellenza dell’ingegneria globale, dimostra che anche le idee più anticonvenzionali possono essere prodotte in serie in modo efficiente.

21 – 24. 4. 2026

FRANKFURT / MAIN

visitatori@italy.messefrankfurt.com