Iconic fashion brand Miss Sixty re-establishes its presence in Italy with a new flagship store reflecting its bold spirit and artistic philosophy.
Miss Sixty, the iconic fashion and jeans brand, has officially opened its new flagship store in Milan’s Piazza del Liberty. This marks a significant return for the brand, which has been absent from the Italian market for several years following the closure of its previous stores in the Peninsula in 2019.
Situated in the bustling city center just moments away from the renowned Piazza Duomo, the new store spans a substantial 300 square meters across two levels. The design of the store was executed by the Milan-based design studio NM3 in collaboration with architect Silvia Guerrini, aiming to reflect Miss Sixty’s bold and youthful spirit.
The interior design melds a variety of materials, evoking a nostalgic yet contemporary feel. On the ground floor, shoppers will find a palette of neutral tones featuring travertine marble and leather furnishings, complemented by reflective metal columns and amber glass partitions. The lower level presents a striking contrast with yellow resin flooring—the brand’s signature color—paired with stainless steel displays and modular lighting, creating a dynamic environment to showcase the collections.
A highlight of the new flagship is the installation “Sexy Robot Floating, 2022,” a work by esteemed Japanese artist Hajime Sorayama. This piece embodies a futuristic character associated with pop culture and technology, resonating with Miss Sixty’s artistic philosophy.
The establishment of this flagship store aligns with the brand’s strategy to enhance its presence outside of China, where it has had a foothold through Trendy International Group since 2012. This multinational holding company manages a portfolio of six brands and boasts a retail presence of more than 1,000 stores globally.
In conjunction with the store opening, Miss Sixty has launched its spring/summer 2025 campaign featuring supermodel Bella Hadid, photographed in a Los Angeles grocery store by Carlijn Jacobs. This campaign evokes the retro aesthetic of the 1970s, paying homage to the original inspirations of Miss Sixty, co-founded by the late creative visionary Vichy Hassan in 1991. Under Hassan’s leadership, Miss Sixty revolutionized women’s denim and young fashion, capturing the attention of fashion icons including Christina Aguilera, Angelina Jolie, Victoria Beckham, and Beyoncé throughout the 1990s and early 2000s.
The campaign reflects the brand’s ongoing legacy of combining nostalgic themes with modern design philosophies, emphasizing its commitment to empowering women through fashion. Additionally, Miss Sixty is engaging with emerging design talents, such as Mowalola, through a collaborative program aimed at fostering artistic expression among young creatives, led by the agency System Preferences. This initiative is part of an effort to maintain the brand’s relevance among younger consumers while honoring its historical roots.
Source: Noah Wire Services
