Milan and fashion, an unbreakable bond

Milan is one of the world’s fashion and design capitals and hosts two important events annually: Milan Fashion Week and Milan Design Week. Candiani has been producing in Robecchetto con Induno, not far from Milan, since 1938, and we have hence been continuously inspired to define the style of our products by the Lombard city.

How Milan became the world’s fashion capital during the years of the economic boom

Milan became the world’s fashion capital during the economic boom thanks to two factors: the rise of ready-to-wear and the publishing industry.

The leading Italian publishers had indeed headquartered in the Lombard city while fashion was evolving into a cultural sector. Milan was the only city with the tools to properly promote this transition. Several fashion magazines were launched, and Milanovendemoda, the precursor to the more recent Milan Fashion Week, was established.

During the ‘70s, clothing started to symbolize a specific social grouping, political affiliation, or protest. In 1978, Giorgio Armani, born and raised in Piacenza but Milanese by adoption, created the dress worn by Diane Keaton at the Academy Awards and, two years later, dressed Richard Gere in the famous movie “American Gigolo,” making Italian style known and appreciated internationally.

In this creative and revolutionary atmosphere, Milan became the symbol of a successful and fun lifestyle, represented adequately by the fashion industry. Other renowned designers, such as Valentino, Gianni Versace, and Gianfranco Ferré, enhanced the world’s recognition of the Lombard city, a trend that continued into the ‘90s as well, thanks to the emergence of new brands, such as Prada.

Milan is still one of the world’s fashion capitals, but since the 2000s it has shared its leadership with Paris, London, and New York, where other fashion weeks take place twice a year.

Moreover, Milan is a symbol of innovation and experimentation in the fashion and design industries and has traditionally been open to new talent and change. The most prestigious Italian schools specializing in these areas are headquartered in Milan, as is the National Chamber of Italian Fashion, which promotes the sector nationwide.

Some jeans history: how denim conquered high fashion

The ‘70s also represented a turning point in the history of jeans. After becoming the garment of the new generations in the previous decade, jeans officially conquered high fashion. Calvin Klein was the first to bring them to the catwalk in 1976. Consumers started focusing on new designers rather than the most traditional denim brands, so Jordache, Marithé + François Girbaud, and other companies took advantage of this trend, introduced designer jeans, highlighted their names on the patch as a distinctive sign, and invested in marketing. Wearing these jeans, considered luxury items, was seen as a status symbol during the ‘80s.

In Italy, the concept of fashion jeans was shaped by the Milanese entrepreneur Elio Fiorucci, who brought to our country the fit that, at the end of the ‘60s, had revolutionized the industry abroad. It was tight on the hips and larger below the knees, and could be not only blue but dyed in any color. His brand was the first to add the newly invented elastane to denim to manufacture very skinny jeans, which became one of the most desired garments worldwide, especially among women. Fiorucci paved the way for other brands and designers, including Armani, to incorporate jeans into their high-fashion collections.

How the influence of Milan has been one of Candiani’s main features

For over 80 years, at Candiani, we have taken full advantage of our proximity to Milan to enhance the style and aesthetics of our products. We have worked with several fashion maisons that made history in the industry in Italy and worldwide, such as Armani, Prada, Etro, Dolce and Gabbana, Trussardi, Loro Piana, Zegna, Valentino, Gucci, and Versace, and many other new brands which recently succeeded, for instance, Off-White™, Heron Preston, and Palm Angels.

We are honored to collaborate with these important companies, which have helped us grow and learn through continuous, constructive dialogue. Our geographic position has enabled us to capitalize on numerous different influences and be at the heart of a dynamic and innovative environment that, no doubt, is one of the reasons behind our fabrics.

Working with the most talented fashion designers indeed means that your stylistic supply must always be one step ahead, and you have to maintain a high level of quality over time. This necessity strengthened our natural inclination toward innovation over the years, making us well-known and appreciated in the denim industry and setting us apart from our main competitors.

Moreover, Candiani was the first company in the sector to replace samples with finished, washed jeans when presenting its collection, as they better convey what our fabrics look like and what our clients need.

When denim and design meet

Since Milan is traditionally open to all forms of art and design, we had the chance to bring our denim into industries beyond jeans and clothing.

Two examples concern our collaborations during the Milan Design Week. In 2019, we covered two iconic armchairs, Armadillo and Fiocco, from the famous interior design brand Busnelli, using fabric created for DONDUP’s D/zero project. In 2022, it was Levi’s® that covered the armchair Connubia with our denim.

The Candiani Denim Store

Finally, Candiani has two stores in Milan, in Piazza Mentana, 3. The area, known as Cinque Vie, is the oldest neighborhood in the city (dating back to the Roman Empire), full of ateliers, art galleries, and antique, craft, design, and clothing shops. In our store, you can also find our Candiani Custom project, the first urban denim micro-factory to make custom jeans.