The (...) Parlor is a new showroom concept in which fashion coexists harmoniously with art, music, architecture, and design, created to become a point of reference in Milan for a cosmopolitan clientele. The project was born from the minds of Federico Munari and Simone Bebi, who boast over twenty years of experience in luxury realities. Federico has worked in the fashion sector as a commercial and sales director, with an excellent knowledge of international markets and diverse distribution channels. Simone has been sales director and sales consultant for some of the most established and well-known international fashion brands, building a network of international commercial relationships with direct contacts with the most important key accounts.

The (...) Parlor Showroom, based via Pietro Colletta 69 built according to the principles of recycling and upcycling, in which a parterre of research brands, representative of an innovative and sustainable universe, find their home.


Inside The (...) Parlor Showroom in Milan

Modem interviewed Federico and Simone on the occasion of Milan Fashion Week.

The Parlor is an ambitious project that has been inaugurated a few months ago. How did this commercial initiative come about?
It arises from the daily comparison between our "backgrounds," one more linked to research and multi-brand showrooms, the other made up of experiences in large luxury brands. Hence, the desire to create an anthology of the good that lies in both worlds.

How did the concept of The Parlor develop?
The Parlor was born from the perception that fashion is undergoing a major generational change and that many stylistic features, including behavioural ones, are quickly becoming outdated and "uncool." Our container wants to embrace our values; among the first is "kindness" and attention to the world around us.

How is the offer presented to customers, and what is your partner selection strategy?
We draw our proposition to arouse sincere interest: we start from the container, where all the pieces of furniture are vintage and change every season, to get to the content (the brands we offer) that we want to be innovative, qualitative, compact and with a sincere and coherent plan of "storytelling" of their aesthetics and their values.

How important are Made in Italy and Milan in your business strategy, both of which represent a strong point of the fashion system today?
We'd love for Milan to be the cosmopolitan and unifying place where a thousand cultures and styles meet at the end of a long journey. Our brands come from many places, from Scandinavia to Peru, America to Africa. We love Made In Italy and believe in its value, but we have no frontier in supporting what is beautiful and well made, wherever it comes from.

Photo Cover: Federico Munari and Simone Bebi, founders of The (...) Parlor Showroom