Style What are Italy Segreta and Shaft Jeans doing together at Milan Design Week?

What are Italy Segreta and Shaft Jeans doing together at Milan Design Week?

Anna Frattini

Milan Design Week has just begun, and among the myriad of events around the city today – to kick things off – we want to talk about a project that connects the world of denim to Italy Segreta, the digital platform that explores Italian beauty in all its facets. In Corso Magenta, 22, there is the new store of Shaft Jeans – the brand born from the creative force of Monsieur Shafir in his small workshop in Montpellier – and right in this central location, it will be possible to purchase the first print publication of Italy Segreta, the QUOTIDIANNO, along with the merchandise related to this project.

The QUOTIDIANNO goes hand in hand with the design of the store, created collaboratively by founder Letizia Palchetti Tosi along with Fiammetta Conforti from the architect studio Bernardo Tori Associati. The aim is to convey the suggestions of the 1960s and 1970s, telling the story of the brand’s birth period.

Moreover, in the first edition of this magazine, there are photographs taken by names ranging from the greats like Luigi Ghirri, Charles H. Traub, and Giovanni Gastel to emerging talents such as Michele Iacobini and Leandro Colantoni. In short, what Shaft Jeans is offering – amidst the galaxy of events of MDW – is a gem that explores themes close to the editorial team: photography, graphic design, and denim. An excellent opportunity to get to know Shaft Jeans better, a brand that puts the history and tradition of American denim at the forefront.

Written by Anna Frattini
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