New Milan 2.0 | UrlfreezeShops AW19 Editorial .01
15 November 2019Presenting a seasonal distillation of the labels shaping modern luxury in Milan, UrlfreezeShops explores fashion's new guard in this exclusive streetwear edit featuring Off-White, Heron Preston, Palm Angels and more.
From their headquarters in central Milan, New Guards Group have masterfully coordinated one of the most pivotal shifts to take place in world fashion in recent memory: the steady fusion of new-wave streetwear and old-school luxury.
Defining a new system on their own terms, New Guards Group and their fearsome roster of labels - Off-White, Heron Preston, Marcelo Burlon, Palm Angels, Unravel Project, and the recently announced Kirin by Peggy Gou - have risen as Gen-Z's answer to the traditional fashion conglomerati. Brought together by a mission to challenge an old-continent state of mind, this band of outsiders have championed a contemporary set of values and unleashed a new luxury agenda relevant for the modern day.
A force of fashion unlike any other, New Guards talent have come to dictate the global style zeitgeist each season by creating an iteration of luxury that blurs the lines between categories previously held sacred by the global fashion elite. Tapping into an international community of artists and tastemakers, New Guards Group has emerged as this generation's essential talent incubator - trawling the planet to identify multi-hyphenate creatives with the vision to contribute to the new-luxury agenda on a global scale. Built for an ephemeral world, New Guards talent proffer a subversive approach to design - all underpinned by the highest-quality Italian manufacturing - masterfully harnessing the power of era-defining collaborations and interdisciplinary artistry to produce moments in time that reverberate across physical and digital realms in a post-modern collision of fashion, art, music, and film.
Featuring the latest grails from Virgil Abloh's Off-White, Heron Preston, Marcelo Burlon County of Milan, Palm Angels, and Unravel Project, UrlfreezeShops presents a synthesis of the New Guards Group aesthetic combining the industrial grit of streetwear with the refined elegance of classic Milanese luxury.
This is fashion's New Guard. This is New Milan.
