You only had to look at the women on the streets of Milan to understand that Frankie would eventually find its way here. There’s something mysteriously alluring about how they carry themselves; a sophistication worn with such confidence it somehow feels effortless.

On September 24th, The Frankie Shop opens its first Italian flagship in the heart of the Quadrilatero, accompanied by a limited-edition capsule celebrating quintessential Milanese elegance.

In the collection, fluid tailoring gives way to a glossy, sculptural puffer and oversized jackets that cocoon around the body, with a handful of slinky pieces in between; shearling and faux leather bring texture to slouchy pants, crisp shirting and lightweight knits.

It all comes in a molto Milano palette of muted, foggy tones, with unexpected flashes of eclectic blue. The result is a wardrobe with range, made to be layered, mixed and rearranged.

Shot in Milan by Joaquin Laguingue, the campaign finds the city in fragments: of marble, of stone, of rich interiors, of chic streets. A fitting setting for clothes very much grounded in real life.

Photographer: Joaquin Laguingue
Set design: Vanessa Giudici
Campaign Production: Fasten Seat Belt