september2014
26
nher office inMilan, CarlaSozzani iswincing inpain,
frantically fanningher ear.Our interviewhasbeen
delayed for 30minutes, but anynotionsof prima
donna-nessswiftlydissolvewhenshe turns
toshakemyhand, her left earlobeseeminglyheld
togetherbya tangleofwhitestitchesanddriedblood.
“I did it yesterday,with thebackof anearring.
Argh!” shesays, laughingsheepishly. Glancingat
thephotographer hoveringby thedoor, shegingerly
peelsherblondehairoverher left shoulder, covering
thestitchedear. “So, remember: photos like this
–”she flipsherhair to the right “–not like this.”
Waiflikeandcladentirely inblackapart from
asilver necklace, Sozzani looks likeoneof the
chiclydressedmannequinsyoumight findon the fashion floor of 10Corso
Como, rather than the67-year-olddirector of this immenselypopularMilan
store. I cansee thedescriptionnow: ‘Impish-lookingMilanesedoll with
on-trendwhitestitchingonear not dress.’ I get the feelingshe’d last less than
10minutesbeforebeingcartedoff byoneof themassesof richRussian
touristswhovisit thestoredaily.
It’sawonder theycan find it. From thestreet 10CorsoComo is invisible,
apart fromasimplebannerwith thestore’s trademarkspiral logo. Visitors
slip intoaquiet courtyardwheresparrowsdart over balconiesandwallsseem
made from jasmineand lavender. A fewstepsaway, the fashionstore feels
moremuseum thanboutique: visitorsare toldnot to touch thedisplaysand
everyprice tag I turnover has four digits. But then, this isastorewithCarven,
Givenchy, YSL,MaisonMartinMargielaandGarethPughamong the rails.
Theprice tag isnot just a reflectionof thequality, but theuniquenessof
Sozzani’svision. In the24yearssincesheopened 10CorsoComoasasmall
photographygallery inagarageonwhatwas then the industrial outskirtsof
Milan, Sozzani hashelpedshift thecity’scultural focus fromstuffyand
traditional tochallenginganddaring.
FLYTO
milanlinate
and
milanmalpensa
threetimesdaily.
brusselsairlines.com
“I thinkMilano
neededsomething
different and Ibelieved
very, verystrongly in it”
MILANOSTYLE
A formergarage inMilan, 10CorsoComo isacombinationof artgallery, fashionstore,
bookshop,homewares, restaurantandboutiquehotel
