Rinascente amaMI, a tribute to the city of design

With a limited-edition capsule collection of objects, accessories and clothing, the department store chain celebrates the spirit of “Made in Milano”

amaMI Rinascente X Seletti
amaMI Rinascente X Seletti

There is a very close bond between Rinascente and Milan, the city where the department store chain was born in 1865 (although the name, invented by the writer Gabriele D’Annunzio, dates back to 1917). The store on Piazza Duomo in that city is one of the most popular, welcoming hordes of shoppers. A true manifesto of taste and style “Made in Milano.”

amaMI @ Rinascente during Milano Design Week
amaMI collection: Rinascente X Wood’d

The ties between Rinascente and design also have a long history: the Compasso d’Oro, the most coveted Italian prize for industrial design, began precisely here, in 1954, thanks to an idea of Gio Ponti and Alberto Rosselli. Today the store has a wide range of offerings of home and design products, in both the physical facility and online.

amaMI collection: Rinascente X Kartell
amaMI collection: Rinascente X Milano 1919

In its role as a driver of fashion and design, during design week in April the flagship store Milano Duomo was the setting for the launch of amaMI, a capsule collection dedicated to the city and inspired by its characteristics, its habits and lifestyle.

amaMI collection: Rinascente X MSGM
amaMI collection: Rinascente X Sciuraglam

In an ironic, playful context, thanks to collaboration with outstanding names in design and popular culture (MSGM, Slurp, Tooy, 24Bottles, Moroni Gomma, Wood’d/Weed’d/Rhizome, Blitz, Seletti, Kartell, Sciuraglam, Milano 1919), Rinascente pays homage to Milanese character through amaMI, a collection of fashion, accessories and objects – with a chromatic common denominator, a special shade of pink – exclusively available at the Piazza Duomo store and online. A limited edition that is part of a wider-ranging merchandising project titled “Rina Shop.” In a spirit of innovation and creativity.