An artisanal love story

Living in Rome surrounded by families of tailors, Julia was raised on handcrafted clothing. Romans never buy anything in a shop, never wear a pair of jeans. It’s because in the south, when they were a kid, their mothers were actually making their clothing. Italians grew up with this passion for all things made by hand.

Julia fell in love with the idea of creating a Morone MIlano project that merged the customwear style of life with pret-a-porter. Her inspiration was Italy, and more specifically, the beautiful nature and traditions of Rome, Florence and Milan, where Julia lived for 15 years.

When you put together the Roman Heritage with Milanese Style it’s like, you know, a bomb.

Idea sprung one hot summer evening in Brera, when Julia began toying with the idea of bringing Milanese hand-tailored coats to women in Switzerland using the Italian techniques, traditions and fabrics. In 2022, Morone Milano launched with women’s wear.

“Buy less and buy better, but most of all, wear more.”

Artisanal cultural heritage

Heritage plays a big role in all things Italian, and Julia placed emphasis on it by designing purposeful heritage clothing – pieces to be worn and cared for, and eventually passed down. Imagine an incredible wool overcoat or a hand-stitched chemise that lasts generations. By adhering to the traditional Italian sartorial philosophy of making in the very best way with best practices (i.e. fair trade) and by using the very best products, Morone Milano’s ethos of sustainability is a natural fit. Julia selects and uses only top quality and exclusive fabrics that are sourced almost entirely in Italy (80% from Italy while 20% of the wools are from Australia). Silk is from Como Lake, wool and cashmere are from Biella Piemonte, premium cotton is from Como Lake. . “I wanted to do something that is not available to find easily anymore and at a price that it’s worth.”

Handmade craft take precedence for Morone Milano, in a world where fast fashion dominates. Production of every shirt, trousers, blazers and coats is entirely done by hand and handcrafted with some machine work. And every piece is made in Italy by Julia’s team of 7 artisans, while Julia is the driving force behind the design. Though she relies on tradition, it’s the choice of fabrics and how the pieces are put together that keep Morone MIlano contemporary. Take one look at the collections and you’ll see that it’s purposeful fashion that works for both weekdays and weekends.

"It’s my way of mixing things together that I think makes Morone Milano a little different from all the other tailoring brands. It’s fun, fresh and practical."

"Fabrics speak for themselves, and our Italian Morone Milano tailors speak to your soul. Step into a world of Elegance"