In Milan, the new Pop Wear Store Room 19.21

Opened a few weeks ago in Milan, Pop Wear Store Room 19.21 was conceived and directed by Maurizio Modica and Pierfrancesco Gigliotti, two well-known faces on the Italian fashion scene. The shop offers clothing, total looks and accessories (bags, hats, scarves and a selection of bijoux) that take all kinds of cues: eras, styles, and contexts of the most diverse kinds. The collection offered in the shop is by MG4Coulture, the brand created by the designers. The collections come to life from the lively inspiration of the two designers and are produced in Italy in limited editions. "The characteristic of our work today is great speed, our ideas are quickly transformed into the product that arrives immediately in the shop directly from the manufacturers. We have no other steps or filters, so we can think today about the garments that we will propose in a few weeks. With this new method, we have realised that the product, when sold, is loaded with our own enthusiasm and emotionality as never before,' comments Pierfrancesco Gigliotti. Maurizio and Pierfrancesco are at the service of customers in the boutique to offer personal stylist advice. For their boutique, Modica and Gigliotti wanted to create a cosy, homely environment like a home, a sort of large closet. Hence the idea of a room furnished with furniture, carpets and armchairs. "Today we see ourselves as artisans who open their workshop every day, it feels good. We realise that we have taken a somewhat unconventional path, in an era in which e-commerce is increasingly developing, especially in fashion. We have always sought a relationship with our customers, and today we understand that many women like to come to the boutique, try on clothes and listen to our advice to choose an outfit for every day or for certain occasions," adds Maurizio Modica. Room 19.21 is located at 8 Via Piacenza, Milan, and is open Tuesday to Saturday from 10.30 am to 7.30 pm.