L’Autre Chose to Open New Milan Store in September

L’Autre Chose will open a new banner in Milan on Sept. 1 on Via Croce Rossa opposite the Emporio Armani megastore and hotel, a few steps away from luxury street Via Montenapoleone and the storied Grand Hotel et de Milan. The collections are available in a temporary store in Via Gesù. “The position of the store is a direct expression of the new positioning of the brand, which has seen a radical change and redesign of the whole company during the last nine months,” said chief executive officer Alice Carli, pointing to the brand’s increasingly international consumer. The official opening of the three-story, 864-square-foot boutique, which will introduce a new blueprint, will be marked by an event during Milan Fashion Week.By Luisa Zargani on July 3, 2019