Amiri has officially opened its first European store in Milan, marking a significant milestone for the luxury fashion brand. Located at the intersection of Via della Spiga and Via Sant’Andrea, the store embodies the vision of founder and creative director Mike Amiri, who has designed an environment that reflects the brand’s upscale aesthetic.
The flagship store features an interior reminiscent of classic luxury hotels and private residences in Hollywood. Rich textures of wood, travertine, and limestone are juxtaposed against a checkered quartz floor, evoking the elegance of 1920s architecture. Displaying Amiri’s footwear against pale green-toned onyx walls, the store also includes tactile velvet seating and a bespoke beveled glass bar on its lower level. Vintage pieces, such as Art Deco lamps and Terrazza sofas, enhance the artistic atmosphere in the flagship.
This opening brings the total number of Amiri boutiques to 31 globally, following the debut of its first flagship store on Rodeo Drive in 2020. The expansion into Milan aligns with the brand’s commitment to craftsmanship and luxury, as Italy plays a crucial role in its manufacturing processes. Earlier this year, Amiri established its European office in Milan, signifying the city’s importance in the brand’s international strategy.
Statement from Mike Amiri on the Store Opening
In an exclusive interview with Women’s Wear Daily, Mike Amiri shared insights into why Milan was chosen for this flagship. He emphasized that Milan is a pivotal fashion destination, representing a vital part of the global luxury landscape. “Opening this space here is a clear statement of where Amiri stands,” he said, highlighting the city’s dynamic energy that resonates with his vision of the brand.
The Milan store aims to offer visitors a unique experience, blending a sense of openness with opportunities for exploration. “It’s an amazing space that enables us to create a retail environment that expresses the Amiri universe,” Amiri noted. The design elements reflect a blend of influences, merging the aesthetics of America’s West Coast with Italian elegance.
Future Expansion and Brand Vision
With plans for continued global expansion, Amiri is focused on intentional openings that contribute to local creative dialogues. The brand’s wholesale network spans approximately 150 luxury accounts, operating nearly 400 points of sale worldwide. According to Amiri, the flagship store is not merely a retail location; it serves as a storytelling platform that immerses visitors in the Amiri brand narrative.
Amiri’s product offerings are diverse, with a strong emphasis on tailoring for both men and women. The brand’s accessories, particularly footwear and women’s bags, are experiencing rapid growth. “Our clients are responding to the craftsmanship inherent in our designs,” Amiri explained, noting the satisfaction of customers who buy into the complete Amiri vision.
Looking ahead, Amiri is driven by a commitment to mentorship and the nurturing of young talent in the fashion industry. The brand’s initiatives, such as the Amiri Prize, aim to support the next generation of designers and entrepreneurs. “My ambition isn’t just about business growth; it’s about legacy,” he stated.
As Amiri continues to evolve, the brand remains dedicated to authenticity and creativity, ensuring that it resonates within the fashion community and beyond. The Milan flagship marks a pivotal chapter in Amiri’s journey, reflecting values and artistic expressions that have defined the brand since its inception.