Amiri is opening the brand's first store in Milan, which is also the first in Europe and designer Mike Amiri expands on the evolution of the brand with WWD.
Located on the corner of Via della Spiga and Via Sant’Andrea, it was designd by the brand’s founder and creative director MikeThe interior design is evocative of classic luxury hotels, or private residences in the Hollywood Hills – also evoking a movie set.
The unit juxtaposes natural textures of wood and travertine and limestone on a checkered quartz floor, reminiscent of 1920’s architecture.Amiri footwear is displayed against pale green-toned onyx walls and shelves, tactile banquette seating in draped velvet in the background. Wallpaper and soft, pre-loved fabrics in muted hues contrast with sleek limestone and travertine shelving. A bespoke beveled glass bar and tapestry artworks woven into wooden boiserie feature on the lower floor. Vintage furniture and art objects – Art Deco lamps, Terrazza sofas, vintage tables – dot the flagship. This is the 30th store for the L.A.-based brand since debuting with its first flagship on Rodeo Drive in 2020. founded by Renzo Rosso, took a minority stake in Amiri, founded by the designer in 2014. The brand has garnered a who’s who of celebrity fans including Justin Bieber, Beyoncé, Taylor Swift, Alicia Keys and Post Malone, to name a few.Here, exclusively with WWD, the designer elaborates on the opening and the future of his brand. WWD: What are your thoughts on Milan? Why did you choose this city to open your first boutique in Europe, and what do you think of this specific location?Milan is a key fashion destination – not just for us, but for the world. Opening this space here, for me, is a clear statement of where Amiri stands in the global luxury landscape. Italy is one of the central hubs of our manufacturing, and Milan is where we established our European office earlier this year, so opening our first European flagship here was in complete alignment. The energy of Milan has always connected with my idea of Amiri – craftsmanship, a tailoring tradition, a sense of dynamic modernity. And this particular position is a prime juncture of two of the most famous streets in Milan – via della Spiga and via Sant’Andrea. It’s an amazing space, that enables us the scope to create a retail environment that really expresses the Amiri universe. It offers visitors a sense of openness, but also discovery.Including this new Milan flagship, our retail network now comprises 31 standalone boutiques globally – and these are for us, a fundamental opportunity for storytelling through an entire immersive environment. A lot of people speak about the “experiential,” and that is important for us – coming from Hollywood, for me there’s a sense of these spaces as almost like set pieces, or stages to help us convey our brand narrative. They are a key context for the clothes, to help bring a visitor into our world. This retail space has a number of distinct identities, for different facets of our product offering but also different expressions of creativity. It’s also a melding of worlds – references to America’s West Coast, our birthplace, our home – and our adopted home here of Milan. So there are nods to the 1920s, a sleek elegance of design, combinations and juxtapositions of different tactile surfaces like limestone, marble, velvet, wood boiseries and custom tapestries, that create panoramas for our clients to explore. In all our retail spaces, we try to have some kind of response to the local community, to create something unique and tailored to that space, that culture. I love that this space feels like it could be either an Italian palazzo, or a private home, or a luxurious hotel in the Hollywood Hills. It’s transporting.For me, it’s less about rapid expansion and more about placing boutiques where the culture feels aligned. I want every opening to be intentional, a space that contributes to the local creative dialogue rather than simply occupying a name on a map. We have been expanding around the world across the past 12 months – and while we have plans to continue expanding next year, for now, our focus is on this milestone of our Milan flagship, and this new footprint in Europe.Our wholesale network comprises approximately 150 luxury accounts, operating across nearly 400 points of sale worldwide. It’s a true reflection of Amiri’s global reach and resonance with cultures and communities.Our bestsellers truly span categories – total looks resonate with our clients, which is something satisfying, that they want to buy into the entirety of our Amiri vision, and feel a true part of our world. Tailoring is also one of our strongest segments, for both men and women, day and evening – our clients respond to the craftsmanship Inherent to that, and it’s become a hallmark of Amiri, and one of our signifiers. Additionally, accessories are experiencing particularly rapid growth, especially footwear and women’s bags, which are a key category for us. Alongside the innovation we showcase in our runway shows, we’re building on enduring signatures, season after season, and our clients are responding.My long-term ambition is to keep building this world around Amiri that feels authentic and creatively exciting, both to myself and my team, and to our community. I want us to push craftsmanship, elevate storytelling, and create spaces and a world that inspires. It’s important for me to continue to evolve and enrich the brand and retain the sense of honesty and integrity to the culture that shaped us. On a personal level, I’m driven by the idea of mentorship: nurturing young talent, supporting creativity, and contributing to the next generation of designers and entrepreneurs. I’m thrilled we have been able to contribute towards that with the Amiri Prize and other mentorship endeavors. The dream is to leave a meaningful imprint, and my ambition isn’t just about business growth: it’s about legacy, about building something that resonates beyond fashion and lasts. Something that reflects the values and creativity that have defined my journey.Nike's Classic Air Force 1 Is Coming Out in Bright New Patent Leather Colors. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the GoogleWWD and Women's Wear Daily are part of Penske Media Corporation. © 2025 Fairchild Publishing, LLC. All Rights Reserved.
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Africa's first G20 summit opens with an ambitious agenda and a U.S. boycottThe Associated Press
Read more »
Western wear chain Boot Barn opens 9th N.J. store with plans for 3 more locationsBoot Barn opened its newest location Wednesday at The Court at Deptford Shopping Plaza on Almonesson Road in Deptford.
Read more »
Trump’s ‘America First’ collides with Macron’s ‘Europe First’ in face-off over Western dominanceFox News Channel offers its audiences in-depth news reporting, along with opinion and analysis encompassing the principles of free people, free markets and diversity of thought, as an alternative to the left-of-center offerings of the news marketplace.
Read more »
Ocean State Job Lot opens 11th N.J. store at former Big Lots with fanfare, giveawaysThe 34,120-square-foot store at 4215 Black Horse Pike in the Hamilton Commons shopping center opened in space that previously housed a Big Lots.
Read more »
Huskies Go Out In Style at Rose Bowl, Win In RoutThree first-half UCLA fumbles get the blowout started in the first half.
Read more »
‘Wicked: For Good’ more popular than the first, opens with $226 million global debutThe films based on 'Wicked,' the Broadway smash prequel to 'The Wizard of Oz' have done boffo box office numbers, with 'Wicked for Good' doing better than its 2024 predecessor.
Read more »