In 1918, a new great shop was established in the center of Milano, just next to the most important cathedral, the Duomo. Unfortunately, in the same year, the building burned down and was completely destroyed. Some days later, the famous poet Gabriele D’Annunzio went there to look at the rubble and, as the building’s owner, he said to himself that the place would be restored and decided to give it a new name: Rinascente.

That name in Italian means renaissance or something that will be born again. During the 20th century, this great shop became one of the most important in the city, and it specialised in selling branded clothes, above all the Italian famous brands like Dolce and Gabbana, Armani, Cavalli and so on. However, the prices are lower than those of the famous fashion street not far from there, via Monte Napoleone; therefore, the clothes are pretty affordable. Usually, even if it’s in the centre of the city – so on the touristic side, it’s a place more frequented by locals. Check it out!