Raquel Diniz to Open First Flagship Store in Milan

“People started asking me where I had bought these dresses. I sold one, two, three, then I had to give up the day job and work in my living room,” she remembered.

Made-to-order turned into a ready-to-wear business in 2016. Presented twice a year during Milan Fashion Week, the range soon picked up by the likes of Matchesfashion, Net-a-porter, Harrods, Antonioli and the now-defunct Montaigne Market.Poised for further expansion, Diniz’s foray into America was curtailed when Barney’s folded. And then the pandemic hit, and the demand for the kind of feminine and flirty numbers that is her specialty plummeted.

The opening of this 750-square-foot space feels like a corner has finally been turned, she said. It will carry a high summer collection, featuring her exuberant floral designs and knack for color — including her favorite, the sunny yellow of the ipe amarelo flower native to Brazil. Her pre-fall and fall lines, inspired by the graphic lines and contours of the Oscar Niemeyer-designed Palazzo Mondadori.

A new category for the brand is knitwear, which she feels fit the “woman always on the go — working, traveling, interested in new cultures and new places,” she designs for. There will also be upcycled leather jewelry, created in collaboration with Italian designer Maria Sole Ferragamo. Working on this first flagship also whetted her appetite for interiors. “It’s opening a whole other avenue for me. I’m in love with building things — maybe a homewear line,” she mused. In the meantime, there’s one immediate benefit she is looking forward to. “My living room will be a bit more quiet,” she laughed.

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