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Thursday, March 23, 2023

The Attico Debuts Capsule Collection with Milan Café Sant Abroeus – WWD

MILAN — The Attico’s Gilda Ambrosio and Giorgia Tordini may have become modern social media style stars, but if asked who their own fashion icons are, the answer may surprise some people.

The elegant Milanese Ladies Who Lunch, known locally as “sciure” and often seen strolling the city in their impeccably tailored coats and shiny patent leather totes, have always charmed the duo.

Designers regularly attend famous local cafes, including Sant Ambroeus, to recognize them and draw inspiration from their style, often reinterpreted for The Attico party attire and ’80s-inspired attire.

Paying homage to those women, the brand is partnering with Sant Ambroeus, the famous café located on Via Matteotti, on the edge of the Golden Triangle luxury shopping district, for a capsule merchandising collection. The cafe recently underwent a total renovation and is set to reopen to the public on November 14.

“One of our favorite places in New York is Sant Ambroeus. When we heard about the reopening in Milan, it was natural for us to celebrate this moment with them, uniting our world and theirs, in synergy”, said Ambrosio.

“We chose to communicate this project with the concept of the Milanese ‘sciura’. If you go to a café like Sant Ambroeus, you’re sure to come across some ‘sciure’ chatting informally, having tea, impeccably groomed and impeccably dressed”, offers Tordini.

The capsule consists of a t-shirt, sweatshirt and a coffee to go mug, all decked out in ivory white and emblazoned with The Attico and Sant Ambroeus logos. A baseball cap is available in black and brown iterations.

The range goes on sale Thursday on the brand’s e-commerce site, retailing between €50 for the to-go mug and €240 for the crew neck sweatshirt.

Items from The Attico Sant Abroeus capsule collection.

Courtesy of The Penthouse

A Piaggio Ape car has been previewing the collaboration at full speed through the streets of Milan for the past week, ahead of a dinner on Thursday night.

The collection is accompanied by a dedicated advertising campaign in which the Milanese ladies who inspire the designers are seen strolling through the city or sitting in Sant Ambroeus dressed in The Attico apparel mingling with items from the capsule collection.

Although the brand has forged ties with retailers in the past for pods, this marks the first full co-branded line for The Attico.

The brand, which in 2018 received an investment from Remo Ruffini, who took a 49 percent stake in the company through a vehicle called Archive Srl, controlled by Ruffini Partecipazioni Holding Srl, has seen a retail and category boost of late.

The advertising campaign for the capsule collection The Attico Sant Amrboeus.

The advertising campaign for The Attico Sant Amrboeus capsule collection starring the local ladies of Milan.

Courtesy of The Penthouse

The designers traveled to New York to open their first temporary pop-up store in the city, located on SoHo’s Wooster Street, in September following similar activations at key retailers around the world. In 2021, the brand presented its first collection of bags in October expanding its range of accessories, approached the world of streetwear with the “Life at Large” collection, launched beachwear and presented the “Superattico” capsule of 14 nightwear during Milan Fashion Week.

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