New Milan | UrlfreezeShops AW18 Editorial .02

Established in 2015, New Guards Group heralded a new dawn in Milanese fashion, blurring the lines between streetwear and luxury so that the two are now inextricably intertwined.

Proferring a subversive challenge to the old-continent state of mind, New Guards Group was born of a singular mission to dismantle the esoteric structures of Italian fashion by challenging the very idea of what constitutes luxury in the digital age.

Defining a new system on their own multi-hyphenate terms, New Guards Group is the quiet umbrella movement behind the most noteworthy brands and labels of a generation: Off-White, Heron Preston, Marcelo Burlon, Palm Angels, and Unravel Project. Together this band out outsiders have championed a contemporary set of values to challenge the status quo and disrupt an industry whose agenda went unquestioned for far too long.

Founding member of New Guards Group, Marcelo Burlon surmised the fundamental truth of this new-wave fashion conglomerates raison d'etre: "we're not part of the system, we don't want to be."

A force of fashion unlike any other, New Guard members have come to dictate the global style zeitgeist season after season by creating an iteration of luxury that blurs the lines between categories previously held sacred by the analogous fashion elite, placing emphasis on the communities and collaborators that feed back into the cultures that inspired them.

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 New Guards Group aesthetic in this clean editorial for Autumn/Winter '18.

This is fashion's New Guard. This is New Milan.

Check out Applied Utility | UrlfreezeShops AW18 Editorial .01 | Analogue | UrlfreezeShops AW18 Editorial .03

Check out the New Milan 'Sculpted' Accesories Edit

Check out our Marcelo Burlon Guided Tour of Milan

Check out our Instagram DMs with Heron Preston

Check out our Instagram DMs with Francesco Ragazzi

Check out our Instagram DMs with Marcelo Burlon

Converse x Off-White Chuck Taylor 1970s Hi