Roberto Cavalli and Staff International – the company of Renzo Rosso’s group ‘Only The Brave’ that manages the Just Cavalli license from 2011 – are pleased to announce the opening of the Just Cavalli Flagship Store in Milan, the first store to be characterised by the innovative, contemporary concept behind the relaunching of the brand. The new store has been opened to the public on September 22, 2012 in Corso Matteotti, 18, at the entrance of Via Montenapoleone, the thoroughfare internationally renowned as the home of fashion and style.

The store, which covers a surface of 450 square metres, is spread over two floors and captures the style of the Just Cavalli brand, its capacity to experiment, the continuous research behind the brand and the dedication to a contemporary young generation that loves to explore new worlds.

The boutique will host the women’s and men’s prêt-à-porter collections as well as accessories, earrings, jewels, watches and underwear. The lay-out of the areas was meticulously planned in such a way as to demonstrate the quality of the various categories of merchandise on display, against a backdrop that recalls a metropolitan urban loft.

The main entrance is framed by a concrete doorway while the windows are personalised with metal python print screens. The two floors are connected by a crystal elevator and the original dark stone stairwell in the original historic building that hosts the boutique, which winds up to the first floor decorated with a luminous Just Cavalli python effect.

The women’s accessories are displayed on the groundfloor, as are the menswear, men’s accessories and a wall display entirely devoted to denim. A bridge area exclusively for t-shirts has been created. The first floor will host the womenswear collection, complete with accessories and underwear.

A VIP room dedicated to female clients is complete fitted out in an antique mother of pearl boiserie with the mirrors and carpet made from the iconic materials of the Just Cavalli brand. The flooring is made from a mother of pearl stone, while the walls feature panels in grey, pearlescent and bronze cement.

The clothes are hung from metallic industrial fittings made from an aged steel and metal, and accessories are set against a luminous scenographic display. The pouf and sofas, designed personally by Roberto Cavalli, are made from Just Cavalli fabrics.

Photography by Amy Leigh Cook