CUTTING THE RIBBON: Street-style photography fixture and vintage fashion enthusiast Alessandro Squarzi has found a new home for his Fortela brand in Milan.
The label just opened the doors of a new retail space in the city’s bustling Porta Venezia district, showcasing its women’s and men’s collections under the same roof, in a former tapestry workshop tracing back to the early 20th century.
Fortela’s new store in Milan.
Courtesy of Fortela
The 3,230-square-foot location, which replaces the two separate stores on nearby Via Melzo street, was revamped keeping some of the features of the original building, such as part of the remaining frescoes on the walls, and blending them with fishbone flooring in black wengé wood, vintage furniture and elements in marble and brown brass.
Curated by Squarzi’s business partner and Fortela’s creative director for womenswear Alessia Giacobino, the interior concept is enriched by velvet sofas, oriental rugs and knick-knacks scattered across the store, all hailing from the duo’s trips around the world and reflecting the brand’s globetrotting spirit and mix-and-match ethos.
Inside Fortela’s new store in Milan.
Courtesy of Fortela
Squarzi — who through the years has collaborated with the likes of Dondup and Fay — launched Fortela in 2015 as the convergence of his passions. Filtered through his personal sense of style, Fortela mixes Italian sartorial tradition with Squarzi’s penchant for all things vintage and influences from different cultures, ranging from Western nods and utilitarian pieces to the Japanese denim tradition.
Inside Fortela’s new store in Milan.
Courtesy of Fortela
In 2020, Giacobino joined the venture, adding a female counterpart to the Fortela world, in an evolutionary move that was seen as only natural considering the men’s line was already resonating with women consumers. Ever since, Giacobino — who’s also art director of the Garatti brand of jewelry — has worked on translating Fortela’s attitude via boho-chic dresses and safari jackets in addition to denim and military-inspired items.
Inside Fortela’s new store in Milan.
Courtesy of Fortela
In addition to displaying its fashion collections, the duo intended the new store to a meeting destination for their consumers. Hence the addition of a bar and seating areas where visitors can chat and relax around a fireplace.
The space adds to Fortela à la Mer, the brand’s outpost in the Tuscan resort destination Forte dei Marmi, as well as a network of international wholesalers that includes Bergdorf Goodman, Isetan, VMC and Net-a-porter, to name a few.
The bar at Fortela’s new store in Milan.
Courtesy of Fortela
The brand’s collections are also available via its own e-commerce, including special pieces developed in collaboration with the likes of Manteco and Rocky Mountain for ready-to-wear items, Jacques Marie Mage for eyewear and Alden and Sebago for footwear, among others.