Milan served more than espresso this week. It poured out visuals so rich you could almost smell the pantone from the little cafe down the street. The one that does the croissants just right.
While the front rows were chasing trends, we were watching typography in full flow, set graphics that flirted with colour mixes, and social content that looked more like works of art than assets.
Milan really showed up and gave us one of the flavours of the season. We’ll take one to go.
The invites didn’t just signal an event. They became mementos. The kind you tuck into a notebook, not for keepsake’s sake, but because they felt like part of the story. And that was the running theme here, everything was built with intention. Guests weren’t just attending, they were part of the concept.
At Open All Hours, we talk about brands that make you feel and the brands in Milan, from household names to the young risers, were full of feeling. It wasn’t loud, most of the time, but it was clear. Confidence in clarity and tone. Like any great design work, the best moments showed up, unbothered and held their own in a mass of ego and theatre.
And maybe that’s the point. The best style, like the best coffee, doesn’t need explaining. It’s all in the aftertaste.
This week reminded us why we love this intersection between design, branding, fashion, and that little hit of something unspoken.
Milan brewed it just right.
Shot of the good stuff
