Herno is blowing out its 70 candles with great style. After the spectacular Library installation at Pitti Immagine, it's time for the long-awaited inauguration of the new boutique in Via Monte Napoleone, in the heart of Milan's Fashion Quadrilateral.

  • Massimo De Angelis

The elegant space occupies over 250 square metres on two levels, in which all the brand’s lines of clothing for men, women and children are displayed. Shoppers entering the new store will immediately feel at home, thanks to the inviting décor and the relaxing atmosphere that prevails. Inside, the scene is dominated by a bookcase, the symbolic custodian of the firm’s history; there’s a living area with plenty of comfortable armchairs and, providing a touch of green, a fountain and vertical plant-covered walls. Every garment is displayed in perfect order and exceptional style, hanging from steel beams by means of the label’s emblematic metal hooks with leather straps. What's more, to celebrate this major anniversary, the brand is also releasing a commemorative capsule collection, with the creation of four coats, two for men and two for women. A landmark brand of Made in Italy fashion, the firm is renowned for its waterproofs and jackets, made using technical fabrics and designed to withstand a variety of weather conditions, from wind to rain. In fact water is part of Herno’s DNA, thanks to the vision of the firm's founder Giuseppe Marenzi, who built his business in 1948 on the banks of the river Herno, giving the brand its name. Garments designed for this special collection include a trench coat and duvet jackets featuring a very particular fabric. It's an exclusive customised canvas, in colours which originally distinguished the firms products, such as beige for women and dark blue for men.