History and interesting facts about La Rinascente: everything you need to know

160 years old and still going strong, this is the age of La Rinascente in Milan, Italy’s oldest department store. Over the course of nearly two centuries, it has shaped the landscape of retail, setting trends in what, in the late 19th century, seemed an unimaginable future.

From the Bocconi brothers to Gabriele d’Annunzio, from Dudovich to Pierre Cardin, fashion, art, literature, and architecture have intertwined within its walls, helping to establish it as one of the beating hearts of Italy’s fashion and design capital.

But when was La Rinascente founded? How many transformations did it undergo before reaching its current form? Here’s a look at some fascinating facts and historical milestones behind the first home of Italian fashion.

What is La Rinascente like today?

La Rinascente in Milan did not originally have the name we know today.

Founded in 1865 by fabric masters Luigi and Ferdinando Bocconi as a ready-to-wear clothing store, it was not until 1887 that the business moved to the historic building next to the Galleria Vittorio Emanuele. Initially named Aux Villes d’Italie, it was later rebranded as Alle Città d’Italia.

The first rebirth of La Rinascente

The name La Rinascente was coined by poet and writer Gabriele D’Annunzio, whose creative flair captured the essence of the store’s rebirth. The new name marked a fresh beginning for the business after its acquisition by Senator Borletti in 1917.

The relationship between La Rinascente and fashion: the innovations introduced

It was Borletti himself who, in 1921, introduced the first innovations to the store following a fire that had struck the building on Christmas Eve three years earlier. Beyond offering clothing, fabrics, and accessories, the senator also commissioned the construction of a café, a post office, and a hair salon.

The power of shop windows

Under the same ownership, the store continued to embrace change, not only by reimagining its use of space but also by recognising the importance of visual merchandising. Each shop window was fitted with a lighting system designed to enhance the display of the products, making them more appealing to passers-by.

La Rinascente: the first advertising posters

One of the key figures supporting the store’s vision was artist Marcello Dudovich, who, from the 1920s onwards, dedicated himself to creating its advertising posters in the distinctive Art Deco style of the time.

Advertising and marketing

La Rinascente was not only a pioneer of artistic advertising but also among the first to introduce the concept of a sales catalogue. Under the name Album Novità (Novelty Album), the store combined several key marketing strategies, offering a new way to advertise products while also making them easily purchasable through a selection system.

What did La Rinascente’s second rebirth entail?

World War II dealt a heavy blow to the store, which underwent its second (and final) architectural rebirth in December 1950.

The arrival of Pierre Cardin

In 1963, La Rinascente signed a contract with fashion designer Pierre Cardin, making high fashion more accessible to a wider audience.

From assistant window dresser to world-renowned designer

During the same period, the store welcomed a young sales assistant and window display apprentice, now one of the most celebrated designers in the world: Giorgio Armani.

A symbol of Italian design excellence

Beyond its striking architecture, diverse product range, and historical significance, La Rinascente is also renowned for the prestigious Compasso d’Oro award, which has recognised the finest Italian designers every year since 1954.

Article translated by Agnese Giardini

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