Milan - Slow Shopping Movement

Milan - Slow Shopping Movement

Duomo

Corso Vittorio Emmanuelle II Arcade

Word and photography by Allison O'Donoghue

Milan is renowned for its designer fashion, bags, shoes, food and furniture plus superb retail shopping but it has much more to offer than the latest luxury wares, albeit shopping is the huge drawcard.

Pilgrims make the trip to see Leonardo da Vinci's, The Last Supper, located in the Cenacolo Vinciano Refectory to the left of the gothic church of Chisea di Santa Maria Della Grazie. Since the phenomena of Dan Browns, The Da Vinci Code, visitors beat a path to its doors to see if Mary really is seated next to Jesus, and she is. As a lapsed catholic I must admit I have never noticed this until Dan pointed out the obvious. The painting has seen better days, faded and chipping away, however you can still make out the colours and food on the table as well as Jesus & Mary and apostles. Restoration is an on going slow process to ensure the original work is retained. Unfortunately, you cannot take a photo of this masterpiece, vigilant polizi guard the site with a vengeance. If you don't want your mobile or camera confiscated then do not tempt fate. I suggest you buy a postcard in the gift shop on you way out or at one of the many souvenir shops dotted around the city.

Corso Vittorio Emmanuelle II Arcade

Milan owes much of its artistic heritage to the medieval Visconti and Sforza families whose generations are still the leading aristocrats of Milan, albeit with less power and control. With a residential population of over a million, Milan is one of the largest cities outside of Rome and was once the capitol of the Western side of the Roman Empire, and now it is a hive of cosmopolitan activity.

Corso Vittorio Emmanuelle II 

For centuries the French, Spanish and Austrians once dominated its culture until the Romans kicked them out. Now the Italians run the show and have adopted a slow food and slow shopping movement. Made in Italy means just that, you wont find a hidden Chinese label anywhere. Italians pride themselves on homemade, homespun designs and creative wares regardless of the cost, and it is to our gain. Products are made to perfection, with total care and devotion and not a mass-produced line in sight. If you want a tailor made suit, then it will take time being the operative word.

As I strode through the Corso Vittorio Emmanuelle II arcade where every Italian designer has a shop, my eyes welled up at the price tags. If you want quality then make sure your credit cards are cashed up. For that one off piece infinitely worth splurging, secure in the knowledge that you are unlikely to bump into someone wearing the same outfit.

The Piazza Del Duomo is the geographical and spiritual centre of Milan, home to one of the largest cathedrals in the world, the Duomo. Construction began in 1386 by Gian Galeazzo Visconti, to inspire the Virgin Mary to bless his family for eternity. The work took centuries to complete. Napoleon grew impatient with the slow progress and commanded it be finished which finally happened in 1809. Gaudi once visited Milan and was so inspired he modeled his cathedral in Barcelona, albeit with a Spanish touch, on this magnificent Duomo, and the likeness is remarkable. However, be warned you cannot enter the house of the Lord half dressed regardless of the heat. Strict dress codes dictate the flesh be covered or you will be denied entry.

The Mueso del Duomo displays archives of the construction of this extraordinary building. For the energetic climb the hundreds of steps to the roof, or take the elevator for panoramic views of the city and the Alps.

Like may Italian cities, Milan is a curious cocktail of renaissance architecture with a strong tradition of family business and a unique shopping scene, defining its retail landscape. Not particularly great if you are a chain retailer. Many Italian cities are historically protected so it is not easy to build a huge supermarket or mall complex in the ancient city due to constraints and limitations, therefore developers find innovative ways of incorporating the old while merging with the new to integrate the ancient architecture into the physical landscape of the city. It blends and tend to be less intrusive.

Slow shopping in Milano

People live, work and play in the city centre to savour the pedestrian pace of life, no flight to the suburbs where the malls and supermarkets are located, people want to be in within the city walls for a more convenient traditional experience. With easy agreeable living, shopping is as much a leisurely event as it is purposeful activity. It is a chance to check out what everyone is wearing and to be seen.

Businesses tend to stay in the family for generations and place great value on specialist techniques and craftsmanship over fast and convenient. Craft is important to Italians, incorporating the traditional with innovation while focusing on the high-end premium markets.

La Perla lingerie established in the 1950's by Anna Masotti, a corset maker for the well to do, set up a workshop that slowly grew into a global brand and is still run today by her granddaughter also named Anna Masotti. Specialising in handmade lingerie using traditional techniques that have been handed down by generations of lace and lingerie makers, using the best materials and fabrics available. Every garment is individually handcrafted.

Tram lines

La Perla, like many Italian companies buy into the slow shopping movement concept, a trend that began as a reaction to the throw away society of Western culture, epitomised by fast food, which now includes slow shopping. So when you enter one of these stores expect good slow service, where you are measured and tended to as if you were royalty. Unlike like shopping today, you are lucky if the person behind the counter gives you a second look, let alone serves you. They harrumph if you ask them to get you another size while stripped down in your underwear. Whereas in Italy they take the time to attend to the customer and build relationships through the slow shopping movement and it does not matter if you are a tourist, they cultivate a relationship as you might come back again. Smart!

Italians believe shopping is a personal experience where time is needed to touch the merchandise, try it on and cultivate your own style. This philosophy helps to make Milan a staging ground for luxury and comfort goods around the world.

A cobbler founded Tod's, another leading Italian brand specialising in handmade shoes, established over a 100 years ago and now run by his grandson Diego Della Valle. Using the best leather and materials with cobblers who also have generations of their own families working in the factories. Its like a religion.

Prada has been the epitome of luxury from the start. Mario Prada opened his first store in 1913 in the heart of Milan in the fashionable galleria, initially supplying luxury luggage to the aristocracy, and has changed very little since the company began and is in the same location. Miuccia Prada, his granddaughter took over the company in the 1970's, incorporating fashion into the mix. Her strategy was to follow in her grandfathers footsteps and produce high quality products regardless of current trends and it has worked. Prada is now a worldwide brand name.

The 'Made in Italy' brand through the slow shopping movement is determined to maintain and protect quality over quantity, to manufacture beautiful things, rejecting the Anglo American idea that faster is better. The italian make things to last the test of time.

The power and fascination with Italy is extraordinary art, architecture and design coupled with tradition. Italians actively protect their unique trades and traditions, choice and quality are at stake. Excellence in everything they make and sell is the key to their ongoing global success. They have started their own universal invasion by exporting luxury, homemade products to the world with brand names like Gucci, La Perla and Prada to name a few.

Piazza del Duomo

Italian cities refuse to be scarred by the blandness of modern high street stores that have invaded most Western cities for  years. Just as the slow food movement captured the imagination of a world frustrated with cardboard food, perhaps the slow shopping movement with more independent businesses will find a following in the Western world attached to the fast is better ethos. I for one are impatient with surly shop assistants and homogenised clothing, shoes, bags and food. Go the Italians!!