GUGLIELMO MIANI

Usually for our cover we are always looking for dandy or gentlemen, very different from everything and everyone, often deliberately invisible because perhaps too absorbed in their continued cultural pursuit in the elegant world of the past centuries and from all of its rituals that follow. This time however, no underground research in the most hidden limbs of elegance in Italy or abroad. None of this. To break our search routines, we wanted to put our spotlight on the prestigious Via Montenapoleone, in Milan. Here, every type imaginable can be found. From the one that exalts wealth from every pore of his skin, to those who are banal, lacking in personality, of which luxury does not mean anything, perhaps crossing the street only to reach the same place they go to lunch for decades. Just as you see the curious daily tourist coming from some lost valley of inelegance, attracted by the prestige of Via Montenapoleone. So in all of this unintentional human show of true or false glory that is, the question once came to Montenapoleone's threshold was: with all of these world brands there, there will be a brand-owner character at Monsieur Bespoke's height, able to be appreciated by our readers, as aesthetic and cultural representatives of the famous and beloved Italy?

This time however, no underground research in the most hidden limbs of elegance in Italy or abroad. None of this.

Fortunately, when we saw Guglielmo Miani, the answer was: Yes, thank God, in Montenapoleone, there is still. He has personality, bearing and good innate taste. And, moreover, he enjoys, through his brand Larusmiani, to make everyone enter his head; whether they like it or not. As a result, Larusmiani has the identity of an eclectic Italian in the world. And if you happen to go to Montenapoleone Street, after Gucci and in front of the historic Cova cafe, you can't miss it. You see that Larusmiani is in a league unto it's own, something completely different from all the others. Conceptual, reflective and extremely sought-after, but never trivial and never of mediocre quality. Here, everything is top. These attributes, or rather virtues, can all be found directly in Mr. Miani. Then, however, when you turn the corner, because your eyes have been kidnapped from his showcases in Via Verri, here is the shot of the theatre: you find the historic Lorenzi, always in Montenapoleone. At that point, a couple of questions come to your mind: what does Larusmiani Lorenzi do for us here? Did not he close about three years ago? The reasons don't add up; and you think, are you seeing that Mr. Miani has discovered Lorenzi's warehouse, giving Lorenzi a prestige for centuries? Here too the answer is yes; Mr. Miani himself confirmed our suspicion; in fact, on floor one below of his store we have seen all the glorious tradition, with even the same furniture, of the old Lorenzi.

Fortunately, when we saw Guglielmo Miani, the answer was: Yes, thank God, in Montenapoleone, there is still.

Larusmiani Milan, via Montenapoleone

But who are the customers of Larusmiani and Mr. Miani? "People - he has confided to us - who are never satisfied; always searching and going through the depths of the contents. Our client is not a customer who wants to show off that he knows how to enjoy the personal level of the details and the quality that he finds in us, almost indented completely. " During our talk and shooting, however, we found out that Mr. Miani is also president of Montenapoleone District, along with all other prestigious neighbouring streets. That's why we pushed him to answer this question: Via Montenapoleone, how has it changed over time? "It has evolved with the evolution of the city," said Miani, "and is consecrated as a temple of excellence, and prestige is not only given to brands, but from hotels, restaurants and all those stores with decades old tradition. Montenapoleone is one of the three most important streets in the world. Montenapoleone is a lifestyle in a pure state because it represents the greatest cultural evolution of our country. And Milan is the only city in the world where everything is happening here in the centre. It's not like Paris, for example, located in different areas. "And finally, before saying goodbye to Mr. Miani, we went straight to a concept dear to you: the difference between fashion and style, and even that question was very clear in terms of response, creating real music for our ears, "fashion" Miani said, "is like an eclectic artist who extends his work of art in that exact season. Style is, however, tied to culture, languages, and aesthetics, which does not look for sudden changes over time, but merely modifies a series of tiny details. And my dream is to return elegance to fashion, through the constant pursuit of beauty and excellence."

Montenapoleone is one of the three most important streets in the world. Montenapoleone is a lifestyle in a pure state because it represents the greatest cultural evolution of our country.

Fabrics Larusmiani

Photography

GIOVANNI SANTARELLI

Journalist

GIANNI CERUTTI