Consider this your path to the best souvenirs.
As several of Italy’s most iconic fashion houses are headquartered in Milan, you might feel pressure to “look the part” when you’re in town. But if you were to take one piece of advice from a decade-long Milan resident, let it be this: don’t be intimidated by the local fashion. The real secret to Milanese style is its Italian tailoring—a basic T-shirt with a flattering cut can be remarkably more elegant than an ill-fitting formal blouse.
The streets of Milan do indeed live up to their reputation as an open-air runway, which often prompts visitors to engage in some retail therapy when they’re in town. In boutiques, an unofficial code of retail conduct is practiced—consider a shop as akin to someone’s home. The staff will greet you with a warm buongiorno (make sure you say it back) and stay close as you browse—they’ll ask questions and guide you. There’s one of each item on the racks, but the staff will retrieve whatever you want to try on from the back and place it in the fitting room for you. If you’re seeking, say, a long dress and don’t see one, just ask—there’s always more than meets the eye on standby. Another thing to keep in mind: Even if you don’t wind up in the fitting room, do take care to say thank you and goodbye (grazie and arrivederci) when you leave.
Whether you’re in the market for big brands or indie garb, these stores in Milan will satisfy your sartorial whims.
Prada, Armani, Versace, Hermes, Cartier, Dior, Fendi, Versace, Gucci, YSL—you can find all of the brand names in Milan. The Galleria Vittorio Emanuele II has a selection of designer shops, but the bulk are in and around the nearby Quadrilatero della Moda, or “Fashion Rectangle.” A general note: The more posh the brand, the more likely it is that the shop door will be locked. The staff will buzz you in, but know they’re generally not keen on non-shoppers who treat their space like a tourist attraction. Here, some of my favorite spots—both new and vintage—to shop big-name Italian brands across Milan.
Tip: Whether you’re window-shopping or on an all-out spree, never let your guard down–expert pick-pockets prowl the Quadrilatero della Moda, and they’ll be long gone before you realize what happened.
Prada: The first-ever Prada store is a pilgrimage site for many. The space occupied by Fratelli Prada Valeggerie, which opened in the Galleria in 1913, has since been incorporated into the current womenswear store (its original exterior signage marks the spot). Galleria Vittoria Emanuele II
10 Corso Como: An innovative fusion of fashion, art, and design has prevailed at this concept store for over three decades. International high-fashion brands stand alongside attire from the shop’s own label. A bookshop, free art gallery, café, and three-room boutique hotel are also onsite. Garibaldi
La DoubleJ: Alongside La DoubleJ’s colorful prints, you’ll find old-school Italian travel books, vintage apparel, and Ladurée macarons packaged in La DoubleJ containers. The cherry on top: The always-friendly staff won’t mind you dropping in for a glimpse of the interior as the maximalist design is a work of art in and of itself. Quadrilatero della Moda
Rinascente: This department store carries dozens of iconic brands and then some under one roof. Clothes are arranged by label, so if you’re on the hunt for, say, evening wear, you won’t find a designated floor like you would in the U.S. Piazza del Duomo
Cavalli e Nastri: If you prefer lived-in designer apparel, this shop specializes in brand-name vintage items spanning decades—some may even date as far back as the late 19th century. Brera
Moscova District Market: Entry to this store, which is one of the best spots for discounted designer duds, is by reservation only. But I promise it’s not as exclusive as it sounds—anyone can book a time slot online. Moscova
Il Salvagente: This designer outlet in east Milan is less overrun with crowds than those in the historic center. The rotating selection of heavily discounted designer goods includes designs from brands like Moschino and Versace. Risorgimento
Indie shops and boutiques are scattered around Milan, with a solid showing in Cinque Vie, Porta Venezia, and the Brera neighborhoods. Some shops carry their own labels, others stock lesser-known niche brands, and some provide both. The personal approach to shopping feels like having a stylist in your employ—the staff will help you find the right look without making you feel like you’re just a transaction.
Imarika: Opened in 1979 by a fashion buyer and her siblings, this womenswear shop is still one of the finest for niche brands. A 2019 revamp brought delicate modernity to the interior while leaving the classic Milanese graniglia floor untouched. Porta Venezia
Wait and See: Lodged in a converted 18th-century convent, this shop couples eclectic indie brands with a feels-like-home ambiance. The staff may even offer you an espresso while you look around. Cinque Vie
Via Tivoli: This boutique’s informal womenswear label is suited to business casual or a low-key night out. More classic than trendy, there’s plenty to mix and match here. Garibaldi-Brera / Risorgimento / Corsa Magenta
For souvenirs to bring home
Typical mementos like T-shirts, keychains, and magnets cram the shelves at kiosks and bric-a-brac shops around town but consider expanding your definition of souvenir. In addition to its Fashion Week city status, Milan is a global design mecca, an artisan hub, and home to two world-famous soccer teams. Plus, Milanese pastry chefs have recently started advocating for panettone tutto l’anno (panettone year-round) because they believe the city’s signature dolce—which makes a wonderful souvenir—shouldn’t be limited to the winter holiday season.
Bitossi Home: Add some Milanese flair to your dinner table with a “Ciao Milano” plate from the storied ceramic company. Cinque Vie
Ditta Raimondi di Pettinaroli: There’s something reassuring about a stationary store that opened in 1776 holding its own in the digital era. Locals come here for business cards and wedding invitations, but travelers can pick up a notebook or print as a keepsake. Porta Venezia/Palestro
Giolina e Angelo: Italians are notoriously superstitious, so don’t miss out on picking up one of the most prominent good luck charms: the evil eye. This artisan jeweler crafts malocchio bracelets, rings, and necklaces, among other dainty trinkets. Brera
Peck: This 150-year-old gourmet temple attracts food pilgrims from near and far. Panettone is on the shelves year-round, and there’s usually one sliced up for customers to taste. Historic Center
Football Team: A commemorative football jersey is a must for sports diehards. No matter your team—A.C. Milan, Inter Milan, or Azzurri—this shop has everything. Piazza del Duomo
Inside Isola, Milan’s most walkable shopping neighborhood
Once upon a time, the Isola quarter in north Milan felt detached from the city center. Today, it’s as integrated as ever, with its late-19th-century architecture resting in the shadows of glossy skyscrapers—just look at the greenery-draped Bosco Verticale (Vertical Forest) for evidence. But the the former working-class district hasn’t lost all of its old-school charm; be sure to check out Isola’s splendid vintage shops include Le Vintage, which sells clothing and accessories from the 1940s onwards, and Ambroeus, where you’ll find everything from MaxMara coats to vintage Levi’s. Or, duck into Monica Castiglioni for edgy sculptural jewelry that ups the X factor of any look. And for a temporary reprieve, grab a gelato at Artico (the salted pistachio is delightful) and head to BAM park for a time-out. In the evening, book a natural wine aperitivo at Cru or dinner at Ratanà for excellent contemporary Milanese fare.
