Milan’s designer label food
Michelin-starred Ristorante VUN is one of several restaurants in the city to mix fashion and food.
In Milan, fashion has long taken precedence over food. Despite the Italian city’s unrivalled wealth, industrial heritage and retail power, its culinary credentials are surprisingly poor compared to the rest of the country.
Napoli is the unrivalled home of pizza, Bologna celebrates its meat-filled tortellini and mortadella sausage, and Rome and Florence have the country’s best three-star Michelin restaurants: La Pergola and Enoteca Pinchiorri. Milan may have its culinary staples – osso bucco (braised veal shanks with bone marrow) and risotto alla milanese (saffron-flavoured risotto) -- but with stiff culinary competition elsewhere, the Milanese instead choose to celebrate Armani, Gucci and Prada.
Times and tastes, however, are changing, and a growing number of cooks, cafes and concept stores in Milan are trying out new ideas in the name of culinary evolution. For instance, at Agua and Food, an innovative larder-come-luxury-boutique, cured meats and Tuscan wines sit alongside pullovers, pashminas, belts and briefcases. On one shelf you can indulge your palate with pots of golden honey from the Lombardy town of Piacenza, and on the neighbouring shelves you may find expensive Italian leather shoes. In keeping with all the best Italian enotecas (wine bistros), the ceiling is hung with a variety of dried salamis, held together with frayed strings and wax.
This somewhat incongruous relationship between food and fashion is central to the city’s new culinary vision, one that plays to the city’s traditional strengths and reputation for high design. The Milanese know what they are good at – and how to market, sell and package it – so they have just taken their flair for haute couture and relocated it to the kitchen.
To experience this partnership at its best, make a reservation at Ristorante, the show-stopping restaurant at local boy Giorgio Armani’s new Armani Hotel, where the creative team lets loose on Lombardy cuisine. Located on the seventh floor, the eatery has floor-to-ceiling windows with incredible views towards the Duomo. But if you fancy a splurge, opt for the chef’s table placed at the heart of the kitchen, from where you can watch Milan’s up-and-coming chefs sauté and soufflé while they serve your supper. It is the closest thing you can get to a chef striking a pose on a catwalk.
Designer Roberto Cavalli could not resist following in Armani’s footsteps, and he too has a fine dining restaurant, Just Cavalli Hollywood, located near the lush green Parco Sempione, the biggest park in the city centre. In typical Cavalli style, the restaurant is a celebrity magnet during the annual Milan Fashion Weeks, and the restaurant’s over-the-top interiors include kitsch faux zebra and leopard print cushions, bronzed mirrors and gaudy chandeliers. Cavalli has also put his stamp on the kitchen with twists on Italian classics. Signature dishes include fresh tagliolini pasta with white alba truffle, and paccheri (tube-shaped pasta) with fresh lobster, made to his own recipe. Only in Milan would a haute couture fashion designer believe in his ability enough to transfer his talent into the kitchen.
The designer label food trend continues across the city. Fashion houses Bulgari, Gucci and Dolce & Gabbana have got in on the act – check out D&G’s Gold restaurant near Porta Venezia (one of the historical gates of the city), where wafer-thin models order burgers topped with foie gras or beef fillet tartare with egg and edible gold leaf jelly. At the Gucci Cafe, under the dramatic shopping arcades of Galleria Vittorio Emanuele II, awe-struck tourists and Milan businessmen vie for the best terrace-side seats during lunch.