Milan according to a successful fashion designer
Gianni Serra has studied Fashion Design in Milan and spent a few years in Rome after graduating, working with photographers and designers for fashion shows and fashion magazines, and designing costumes in collaboration with contemporary artists. He set up shop in Milan in 2009.
Refined materials and exquisite tailoring are Serra’s personal style signifiers, clearly evidenced in his easy-to-wear prêt-a-porter collections.
He's the 2012 winner of the Red Passion Talent Prize.
.:. Is Milan still cool?
It has kept its status as the capital of design and fashion even in these times of recession, but the glory days of the 1980s are long gone. It is trying to reinvent itself, but faces the competition of younger cities such as Berlin and the Northern European capitals.
Rooted in its traditions, Milan is however still buzzing, but never loses its discreet and aristocratic charm.
.:. Where do you go when you want to unwind?
I walk along pathways that I don't normally take. I stop to catch a glimpse of inner courtyards and secret gardens.
I love hanging out at the Planetarium
at the Giardini Pubblici
or at the Parco Sempione
, with friends.
.:. Where do you go when you want to have fun?
I go to That's Bakery
in Via Vigevano for breakfast or brunch with friends, while Bastianello
in Via Borgogna 5 is more relaxing and Milan-style.
My favourite stomping grounds, for a true Milanese aperitivo, are: Straff
in Via San Raffaele, Blanco
in Piazzale Lavater and Mono
in Via Lecco. Glitter
are my choices when I’m in a disco mood.
.:. Where do you go for a nice, quiet meal?
I have a few, reliable addresses: Crispi
in Via Cadore, where I am welcomed by Lara's smile, for comfort and good food and Mandarin 2
, in Via Garofalo, where I let Antonella fuss over me. The Osteria dei sognatori
in Via Morimondo is for laid-back evenings.
Fiori Chiari Plates
in Via Fiori Chiari is one of my favourite hang-outs, Bruno’s good taste and cuisine never let you down.
.:. Do you have any expectations from Milan? Is Milan is part of your future?
I’d love to see it thrive as it did a few years ago. It should interact with the other cities in the world and be part of the global trading system.
Milan has been my past, present and it is going to be my future: this is where I studied and where my collection is growing. My job takes me around the world, but Milan will always have a special place in my heart and in my life.