Minimalista - The New Chapter

Finding Home

For the first time, Chapters finds home in its own city: Milan. The city where the project was born, and the place that has silently shaped its aesthetic since the very beginning. Minimalista is an ode to Milan and to the Milanese: to the rhythm of a city always in motion, to the people who inhabit it between work meetings and tram rides, between light and concrete.

Here, minimalism is not an aesthetic choice - it’s a way of living. It’s the quiet balance between too much and not enough, between ambition and pause.

Between Concrete and Light

From the raw geometry of Torre Velasca to the soft reflection of tram lines at dusk, Milan lives in contrasts. Brutalism and grace coexist in the same frame; function and poetry share the same street. The city’s architecture teaches restraint - the kind that doesn’t simplify, but distills. It’s this dialogue between concrete and light, between structure and rhythm, that inspired the Chapter. Each selection, from tailoring to outerwear, carries something of Milan’s geometry: structured lines, functional layering, a palette that speaks the language of asphalt, fog, and stone. The result is a wardrobe made for motion - built to adapt, to reflect the life of a woman who inhabits the city as her own stage.

Minimalista is not a style - it’s a way of seeing. It’s about proportion, awareness, and the clarity that comes with intention. Every piece in this Chapter is built with that mindset: layers that move, fabrics that hold their space, tones that never compete. The collections speak to an in-between season, where transitions aren’t just a passage, but a mood.

Shot in Milan

The campaign was captured right here, in Milan - across its streets and inside an apartment that feels both full and empty, quiet and alive. A space that mirrors the essence of Minimalista: a life made of a lot and of very little at once. We wanted to portray the city not as a backdrop, but as a protagonist - imperfect, textured, real. The cracks in the walls, the sound of trams, the muted light of a late afternoon - all become part of the narrative.

Every frame reflects the intimacy of Milanese life: interiors filled with design and stillness, exteriors animated by pace and precision. It’s an honest portrait of a city that never performs, it just is. And like Milan, the campaign speaks softly but with intention - revealing how subtraction, in the right hands, can feel like abundance.

A Creative Collective

The creative team behind the campaign was chosen to reflect what “being Milanese” really means - a mix of individuality, discipline, and understated boldness. The models are not models, but real women who represent different sides of the city: its strength, its restraint, its contradictions. The stylist - a defining voice of Milan’s new creative wave - brought a sharp sense of proportion and texture. The photographer captured everything on film, preserving the honesty and imperfection that analog allows. And the video, shot both on VHS and digital, recalls that raw, emotional realism that once defined the city’s golden fashion years. It’s a tribute to a Milan that was, and to the one that continues to evolve - with strong shoulders, clean cuts, and a quiet sense of purpose.

Better, Not More

Minimalista is not about less. It’s about clarity - about editing rather than erasing, refining rather than reducing. In a world defined by speed and excess, the act of choosing carefully becomes a statement in itself. The pieces curated for this Chapter embody that discipline: garments that last beyond the season, shapes that speak quietly but stay with you.

Minimalism, in its truest form, isn’t about deprivation, it’s about precision. Knowing when to stop, when enough is enough. The power of what’s left unsaid.

Minimalista celebrates a Milanese kind of luxury: intelligent, composed, built to endure.

The new Chapter unfolds as a portrait of Milan today - ambitious, composed, complex. A city, and a woman, that never stops creating, even when she stands still.