Via Montenapoleone is the iconic and distinctive Milanese Prêt-a-porter Street,an emblematic symbol of Milan famous worldwide,500,0 metres or something more in the heart of the Capital of Lombardy just 10 minutes walking from the imposing and stylish Galleria Vittorio Emanuele and the majestic Gothic Cathedral the "Duomo" icons of the city.
From there in a pleasant walk along Corso Vittorio Emanuele that famous and elegant pedestrian promenade,packed by shops,elegant boutiques,cafes,cinemas with the time to have a coffee and to take a look around admiring elegant buildings and palaces flanking that busy avenue and in a while you will be in the busy square Piazza San Babila.Immediately turning on the left crossing a captivating portico you will be in front of that majestic queen of the international Prêt-à-porter : Via Montenapoleone.
That famed street is a superb landmark of the city for all what it represents,unique in its kind and which reached its popularity all around the globe to be the most complete Fashion street in which all the most prestigious Designers have established their strongholds consisting in chic boutiques and distinctive ateliers.
That famed street is a superb landmark of the city for all what it represents,unique in its kind and which reached its popularity all around the globe to be the most complete Fashion street in which all the most prestigious Designers have established their strongholds consisting in chic boutiques and distinctive ateliers.
Via Montenapoleone is open to the traffic and it has a sidewalk on each side along its entire length. Considered the top,the most luxurious,complete,important,largest shopping centre regarding Haute Couture in the world.
"Via Montenapo" as the Milanese calls that prestigious street in a and familiar way is probably what the best exists to go and see,to check and buy or simply to take a look about in the most trendy fashion planet and offering daily the all the new trends and latest articles because that street offers all that and more.
Developed in an important and historic area,core and point of gravity of all the most important figures linked to the most celebrated International high fashion,along that artery are represented all the most famed
characters with their showrooms,from Versace to Valentino,Louis Vuitton,Dior,Gucci,Cartier,Armani and an endless list of many others who found there their natural habitat.
"Via Montenapo" as the Milanese calls that prestigious street in a and familiar way is probably what the best exists to go and see,to check and buy or simply to take a look about in the most trendy fashion planet and offering daily the all the new trends and latest articles because that street offers all that and more.
Developed in an important and historic area,core and point of gravity of all the most important figures linked to the most celebrated International high fashion,along that artery are represented all the most famed
characters with their showrooms,from Versace to Valentino,Louis Vuitton,Dior,Gucci,Cartier,Armani and an endless list of many others who found there their natural habitat.
That iconic fashionable hallway takes its name from the financial institution arose in the Napoleonic period which managed the public debt the Monte di Pietá the pawnshop once located at the civic number 12 of the current street that no longer exist.
It was during the time of the Cisalpine Republic under French rule from 1805 to 1814 that the famous Institution changed its name in honour of Napoleon Bonaparte and since then with the fusion of those two denominations the street still retains its name in memory of the pawnshop (Monte) and of the French Leader Napoleone (Napoleon).
It was during the time of the Cisalpine Republic under French rule from 1805 to 1814 that the famous Institution changed its name in honour of Napoleon Bonaparte and since then with the fusion of those two denominations the street still retains its name in memory of the pawnshop (Monte) and of the French Leader Napoleone (Napoleon).
Located inside the historic Milan centre circumscribed by the ancient walled perimeter of the ancient Roman city of Milan at the time called Mediolanum,those former bastions were built under Emperor Augustus rule in a quadrangular shape oriented from north-east to south-west.
To give you an idea,that perimeter was delimited by the current Piazza Missori an important square,the historic gates of Porta Romana,Porta Ticinese,Porta Vercellina,including the street Via San Giovanni sul Muro until Via Broletto a street located very close to the Cathedral.
That iconic area also included the famous pedestrian street Via Dante and also touching Via Cusani in the current district of Brera and Foro Bonaparte that long avenue running close to the iconic Sforza Castle and leading to the old Stadium "Arena.
To give you an idea,that perimeter was delimited by the current Piazza Missori an important square,the historic gates of Porta Romana,Porta Ticinese,Porta Vercellina,including the street Via San Giovanni sul Muro until Via Broletto a street located very close to the Cathedral.
That iconic area also included the famous pedestrian street Via Dante and also touching Via Cusani in the current district of Brera and Foro Bonaparte that long avenue running close to the iconic Sforza Castle and leading to the old Stadium "Arena.
The Emperor Maximianus expanded the walls with two new gates until the boulevard Corso Venezia and the famed street Via Manzoni including all Corso Vittorio Emanuele and Via Montenapoleone.
All that to confirm that such street was also part of the social and politic life of the ancient Mediolanum,part of the core of one of thee most important centres of the lands of the Imperial Rome.
All that to confirm that such street was also part of the social and politic life of the ancient Mediolanum,part of the core of one of thee most important centres of the lands of the Imperial Rome.
Historically that distinctive street was also the scene with the nearest square Piazza San Babila of the famous event Cinque Giornate di Milano the Five Days of Milan uprising of the patriots against the Austrian troops when Milan was under rule of the Austrian-Hungarian Empire integrated in the Hapsburg Reign of Lombardy and Veneto in the 19th century.
In addition as detail to increase to its historic prestige,in that street lived prominent figures of the Italian literature such as Carlo Porta and Tommaso Grossi and in addition the famous composer Giuseppe Verdi who composed during his stay in Milan living there one of his masterpieces,the famous Nabucco.
In addition as detail to increase to its historic prestige,in that street lived prominent figures of the Italian literature such as Carlo Porta and Tommaso Grossi and in addition the famous composer Giuseppe Verdi who composed during his stay in Milan living there one of his masterpieces,the famous Nabucco.
The name of the street is famous all around the globe to be one of the most fashion living windows and in the 90s in occasion of the World Cup of Football celebrated in Italy with some matches played in Milan,some Tour Operators from Japan with the organisation of their outgoing operations for Italy World Cup 1990 took the opportunity to organise some city breaks or prolongation stays with a sort of city-break Milan World Cup,fashion & Via Montenapoleone and city tours entirely dedicated to shopping along that famous street and in the Fashion Quadrilatero.
Today Via Montenapoleone continues to be a highlight for the numerous tourists coming from that Oriental country but it is also pretty loved by Americans and British visitors and also chose as new destination of a determinate kind of tourism (Shopping & Leisure) by a niche corresponding to a Russian Elite Tourism.
Jet Setters and famed stars such as George Clooney,Naomi Campbell,Scarlett Johnson and many others selected that street as their favourite destination for shopping and to find the best in terms of trendy Prêt-à-porter.
Jet Setters and famed stars such as George Clooney,Naomi Campbell,Scarlett Johnson and many others selected that street as their favourite destination for shopping and to find the best in terms of trendy Prêt-à-porter.
Via Montenapoleone is just like visiting a museum,except that instead of paintings a visitor has to admire the windows of the most prominent Fashion Designers with all their trendy and proposals.Years ago a French journalist specialised about fashion,design and Prêt-à-porters said."Milan has a street that other cities have not and that probably will never have.That mentioned street was Via Montenapoleone.
That exclusive site is a pride of the city of Milan,of Italy and also of the World because when a painter paints a masterpiece,a singer performs a beautiful song or a poet writes something sublime,those works are all to share and the same that artery.The creation of talented people able to developed a fashion street considered an empire in its kind preserving the image of the location in the historic centre of the old city of Milan and offering all that to the world is undoubtedly a common patrimony.Along that sumptuous site there is the largest concentration of stylish boutiques of the most famous Italian and foreign Designers but you can also find among the best jewellers and fine antiques and much more.
In the distinctive Via Montenapoleone there are also iconic prestigious pioneers as Mario Buccellati located in a famous shop at the civic number,23,since 1919 awarded as one of the most prestigious jewelry of the World.The classic and outstanding essence to create jewels with taste,style and class is in that shop.
Another one is Coltelleria Lorenzi the Lorenzi Cutlery shop since 1929 located at the civic number 9 one of the best places in the world in its kind and also a must for collectors and lovers of that kind of articles.
At the beginning of the 2000s Milan wanted to relaunch a new innovative and trendy image of the city and started a campaign of media,promotion,marketing and publicity about why the fashion made in Italy and Milan are so important,captivating and successful and why that metropolis can be an eternal destination which can offer all what is visible and more.
A sort of Milanese network cooperation born to highlight something of very important and which included the Milan Tourism Board,the Municipality of Milan,the Italy Fashion System and Assomoda with the collaboration in the project also of Media and Radio Portal.
They started a studied and meticulous operation a step by step with spots,highlighting the historic peaks of the Italian fashion in the world with epicentre Via Montenapoleone and the recall of the first landings of foreign Designers opening their Ateliers on that artery and in the iconic Milanese Quadrilatero.
All that Entities started a campaign of information characterised by a chronological narration of the historic steps of Via Montenapoleone with obviously its new innovative proposals,a deep information and the operations were concentrated in a full detailed marketing promotion,a relaunch of the prestige of the "Quadrilatero" since its origin.
That campaign of revival with all its highlights and an extensive narration of the escalation of the success during its history of Prêt-à-porter as economic engine of Milan was very interesting. That message was also concentrated in special topics linking the past which had created all that,and thanks that "past" creating history,prestige and traditions and the present could not be successful without that.
There were messages as the new trendy choices are daughters of something born long time ago,that site will be eternal for what was developed in origin,the air which capture and breathe the new is that which was created by the experiences and myths of the previous and so on.All that was an input and motivation to continue towards new goals for the new generation taking as example all what was previously made.
A sort of Milanese network cooperation born to highlight something of very important and which included the Milan Tourism Board,the Municipality of Milan,the Italy Fashion System and Assomoda with the collaboration in the project also of Media and Radio Portal.
They started a studied and meticulous operation a step by step with spots,highlighting the historic peaks of the Italian fashion in the world with epicentre Via Montenapoleone and the recall of the first landings of foreign Designers opening their Ateliers on that artery and in the iconic Milanese Quadrilatero.
All that Entities started a campaign of information characterised by a chronological narration of the historic steps of Via Montenapoleone with obviously its new innovative proposals,a deep information and the operations were concentrated in a full detailed marketing promotion,a relaunch of the prestige of the "Quadrilatero" since its origin.
That campaign of revival with all its highlights and an extensive narration of the escalation of the success during its history of Prêt-à-porter as economic engine of Milan was very interesting. That message was also concentrated in special topics linking the past which had created all that,and thanks that "past" creating history,prestige and traditions and the present could not be successful without that.
There were messages as the new trendy choices are daughters of something born long time ago,that site will be eternal for what was developed in origin,the air which capture and breathe the new is that which was created by the experiences and myths of the previous and so on.All that was an input and motivation to continue towards new goals for the new generation taking as example all what was previously made.
The name of that fashion icon is often associated to the high Milanese class and a famous movie directed by the filmaker Carlo Vanzina with the title Via Monte Napoleone narrates a story linked to the glamour,love stories, fashion,money,beauty,eroticism and affairs in that world of Yuppies describing in details the Milan in the 80s.
The main protagonists were Models,Top Managers,Businessmen, but also aristocracy and high noble class, rampant socialists and corrupt politicians.The movie was set in the famous street of Milan,dwells on specimens of various human,counting the lives of the life of models in a city as Milan,easygoing playboys,rich bourgeois pretty bored,photographers looking the most sensational scoops and people tormented by doubts and uncertainties.
The main protagonists were Models,Top Managers,Businessmen, but also aristocracy and high noble class, rampant socialists and corrupt politicians.The movie was set in the famous street of Milan,dwells on specimens of various human,counting the lives of the life of models in a city as Milan,easygoing playboys,rich bourgeois pretty bored,photographers looking the most sensational scoops and people tormented by doubts and uncertainties.
Starring were famous actors and actresses such as Carol Alt and Rene Simonsen who represented the beautiful feminine figures living in the city linked to the Fashion and Prêr-à porter World the actor Luca Barbareschi a film critic,Valentina Cortese a mother of the Milanese High Society with a fabulous house on Lake Como,Fabrizio Bentivoglio and Paolo Rossi two other characters among others.
The famous Dutch singer and musician Peter Van Wood sang Via Montenapoleone,the melody you can listen at the beginning of such movie transmitting the introduction and naturally the image of that street as protagonist.
A walk in Via Montenapoleone in the case you are planning a trip to Milan is also a way to combine tourism leisure and shopping and in the Capital of Lombardy and a a great chance to discover the real face and image of the Milan capital of fashion and design in a historic environment.(If you are interested I wrote a post listing 15 areas for shopping in that metropolis).
At Christmas Via Montenapoleone wears its gala dress,filled by shining lights in every corner,red carpets on both sides,Christmas trees at the door of the shops,stylish decorations filling the most strategic points and obviously extremely busy day and evening.
That street is considered by all the fashion fans and lovers a sort of myth or legend.For many it is a a full immersion not only of shops and elegant boutiques but also to study those scenic windows looking for ideas and inspirations,someone else prefers a walk at night without many people and including for others it became a meeting point next to a concrete boutique.
For other people is also a sort of inspiration looking around at the beginning of that artery with an eye towards the name of the street at the corner on a wall in that point in which starts that charming fashion promenade and simply breathing the air which surrounds that place and taking in some cases a series of pictures.
You can easily reach Via Montenapoleone if you are in Milan by tube M1 Line,the Red line with stop at San Babila Station and once there in just one minute you can enter in that fashionable hallway.
All there is special,a very unique place linked to old traditions which continues in the present and maybe you will understand immediately in a while why that street is so special and why it conquered Fashion Designers who decided to establish their headquarters there but also why so many ordinary people continues to frequent it.
All what there is around that iconic and distinctive Milanese Prêt-à-porter street for many is unique in its kind and a walk there will show you something very special of that Italian city.
At Christmas Via Montenapoleone wears its gala dress,filled by shining lights in every corner,red carpets on both sides,Christmas trees at the door of the shops,stylish decorations filling the most strategic points and obviously extremely busy day and evening.
That street is considered by all the fashion fans and lovers a sort of myth or legend.For many it is a a full immersion not only of shops and elegant boutiques but also to study those scenic windows looking for ideas and inspirations,someone else prefers a walk at night without many people and including for others it became a meeting point next to a concrete boutique.
For other people is also a sort of inspiration looking around at the beginning of that artery with an eye towards the name of the street at the corner on a wall in that point in which starts that charming fashion promenade and simply breathing the air which surrounds that place and taking in some cases a series of pictures.
You can easily reach Via Montenapoleone if you are in Milan by tube M1 Line,the Red line with stop at San Babila Station and once there in just one minute you can enter in that fashionable hallway.
All there is special,a very unique place linked to old traditions which continues in the present and maybe you will understand immediately in a while why that street is so special and why it conquered Fashion Designers who decided to establish their headquarters there but also why so many ordinary people continues to frequent it.
All what there is around that iconic and distinctive Milanese Prêt-à-porter street for many is unique in its kind and a walk there will show you something very special of that Italian city.
Francesco Mari
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