Baracuta Opens Its New Milan Flagship: Where British Heritage Meets Italian Luxury
Luxferity, 29.10.2025
WP Lavori in Corso proudly announces the opening of the new Baracuta Store in the heart of Milan, at Corso Genova 1. This milestone marks a significant chapter in the evolution of the iconic British brand under the creative direction of the Italian group renowned for curating and preserving authentic global heritage labels.
Founded in 1937 in Manchester, Baracuta has long been synonymous with effortless British sophistication — its G9 Harrington Jacket becoming an emblem of timeless style worn by generations of tastemakers, from Hollywood legends to modern-day visionaries.
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An Immersive Space Reflecting the Spirit of Baracuta
Spanning over sixty square meters, the newly expanded Baracuta flagship embodies the warmth and tradition of the brand’s DNA. The interior design merges contemporary minimalism with classic craftsmanship: wide-planked parquet flooring and custom wooden furnishings create an atmosphere of refined comfort.
Touches of the brand’s signature Fraser Tartan infuse the space with distinctive character, enveloping visitors in the world of Baracuta — where British legacy meets Milanese elegance.
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A Legacy Reinvented by WP Lavori in Corso
Since acquiring Baracuta in 2012, WP Lavori in Corso, founded in 1982 by Cristina Calori, has guided the label with passion and precision. Known for its role in championing heritage brands, WP continues to blend authenticity with innovation, reinforcing Baracuta’s position as a symbol of enduring luxury in today’s fashion landscape.
The official inauguration on October 8th celebrates not only the opening of a new store but also the ongoing success of WP Lavori in Corso’s retail vision — one rooted in research, culture, and the art of preserving originality.
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Collaborations That Redefine Heritage
Throughout the years, Baracuta’s collaborations with global icons such as Kartik, Jaguar, Noah, Needles, Junya Watanabe, and Palace have infused new life into the brand’s narrative. These creative partnerships continue to resonate with a discerning audience that values craftsmanship, culture, and contemporary relevance.
Milan — The Perfect Stage for Authentic Style
Positioned in Italy’s fashion capital, the new Baracuta store represents a harmonious dialogue between British heritageand Italian artistry. It is a space where tradition meets innovation, and where every detail pays homage to the craftsmanship that defines both nations’ sartorial excellence.
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Editorial Note:
Baracuta continues to expand its presence within Europe’s most prestigious fashion capitals, staying true to its founding spirit while evolving through modern design and global collaborations. The new Milan flagship is a testament to the enduring appeal of authentic luxury — a blend of tradition, innovation, and unmistakable style.
