Milan Loves Seoul is a project aimed at uniting the creative output of two great fashion capitals, one steeped in history and the other just bursting onto the scene. It is a celebration of innovation, a globalist dream of what fashion could be.
Created to spotlight emerging Italian and Korean designers, the project aims to shine a light on the great works that can be created thanks to the power of cultural exchange.
With sustainability a central focus, Milan Loves Fashion champions artists who have ethical processes at the core of their design philosophy, presenting a utopian vision of the industry’s future where beauty and responsibility walk hand in hand.
This season we highlight three brands that embody this ethos in their own unique ways: Denisa Rad, Finoacinque, and FRANCESCA COTTONE. From reinterpretations of 60s aesthetics, to androgynous footwear and relaxed tailoring, each brand offers a refreshing perspective on what it means to be an independent brand in today’s tumultuous fashion landscape.
Together they reflect the spirit of Milan Loves Seoul, honouring tradition whilst embracing the changing tides of the industry and fighting the chaos of overconsumption.
Denisa Rad
Denisa Rad is the culmination of a decade-long journey, one borne out of a passion for precision and detail. It is a brand that values craft, sustainability, and authenticity above all. Inspired by timeless elegance, Rad looks to the styles of the 1960s, reinterpreting them for modern audiences.
Working exclusively with deadstock textiles, Rad’s work is tribute to the fabric it is made from, letting their textures, patterns and stories inspire her collections. She works to honour the materials she is using, keeping her process sustainable whilst pulling layers of storytelling from the cloth itself.
Rad’s collection under the banner of ‘Milan Loves Seoul’ will represent a thoughtful alternative to the dominance of fast-fashion – an embodiment of the phrase ‘quality over quantity’.
The Cold Magazine (CM): How would you describe your brand’s identity in a few words?
Denis Rad (DR): I would describe Denisa Rad as timeless, refined, and consciously crafted. Every piece combines elegance with purpose, designed for women who value quality, authenticity, and individuality. It’s about creating garments that are not just beautiful, but meaningful and enduring.
CM: What’s your approach to design? Do you start from an image, a fabric, a feeling…?
DR: I usually start from fabric, not sketches. I work with deadstock textiles and let their textures, patterns, and stories inspire the collection. From there, I imagine the garments, adapting shapes and lines to honor the material. This approach keeps the process sustainable, creative, and deeply connected to the materials themselves.
CM: Is there a personal story behind your brand?
DR: Sewing and creating has been a part of my life for over ten years. I started as a young designer with a passion for precision and detail, and each experience, from my first internship as a seamstress for an emerging brand to years consulting other labels, shaped my vision. Denisa Rad is the realisation of that journey: a brand that values craft, sustainability, and authenticity above all.
CM: How do you choose the materials or techniques you work with?
DR: Materials are chosen based on quality, longevity, and ethical sourcing. I prioritize fabrics that already exist, like deadstock, to reduce waste. I also focus on techniques that highlight Italian craftsmanship and create garments meant to last. Every choice is deliberate, ensuring that what I produce is responsible.
CM: Who do you imagine wearing your pieces? Who is your ideal community?
DR: I imagine my pieces being worn by women who move through life with quiet confidence and curiosity. They appreciate quality, subtle elegance, and thoughtful design, choosing garments that reflect who they are rather than what is trending. My ideal community is made of those who see fashion as a personal expression, a gentle way to celebrate individuality.
CM: What has been the biggest challenge in your journey so far?
DR: The biggest challenge in my journey so far has been balancing sustainability with the realities of production. Small-batch orders and sourcing ethical materials require time, patience, and careful planning, but they reinforce my commitment to doing things properly. I would also add that, as a young woman with limited experience, it has sometimes been difficult to be fully recognized in the industry; I’ve had to prove myself and earn credibility with patience and persistence.
CM: How do you see the future of independent fashion in the coming years?
DR: I believe the future of independent fashion lies with small brands that prioritize quality over quantity, offering a thoughtful alternative to fast fashion. It is true that, financially, it can be challenging for independent labels to keep up with all the costs of doing things properly. Yet, I firmly believe that this is the most transparent and conscious way to create, and ultimately the path worth pursuing.
Finoacinque
Finoacinque is a footwear brand founded in 2019 by designer Angela Seojung Lee and technician Hanjun Kim. Meaning ‘up to five’ in Italian, the name reflects its signature heel height – up to 5cm. The brand is rooted in balance (in both senses of the word) and androgynous self expression, combining comfort and stability with avant-garde design.
Taking inspiration from contemporary art, philosophy and the beauty of everyday life, the brand develops and produces everything in-house at their headquarters in Seoul.
With distinctive twists on timeless simplicity, Finoacinque creates shoes that are both effortlessly beautiful and endlessly wearable – prioritising natural movement and meticulous artisanal quality in every piece.
CM: Is there a personal story behind your brand?
Finoacinque (F): There’s an old proverb traced back to Plato: “Necessity is the mother of invention.” That is exactly how our brand began. When I was 19 years old, I injured my ankle and suddenly I couldn’t wear any of the heels that I loved. A few years later, I had just started dating the man who is now my husband. He comes from a family of shoemakers, and they had this beautiful factory. One day I looked at him and said, “If there’s no brand making shoes that are both truly comfortable and beautiful for someone like me, why don’t we create them ourselves?” So, we did. Finoacinque was born from the moment that we decided to create something that didn’t exist yet.
CM: How would you describe your brand’s identity in a few words?
F: Distinctive, gender-inclusive, colourful and wearable.
CM: Who do you imagine wearing your pieces? Who is your ideal community?
F: Everyone. Our designs are intentionally ambiguous because we believe they should belong to those who wear them, not a category. The heart of Finoacinque, the most essential aspect of our brand, is comfort, and I mean that in every sense of the word. Physical comfort, absolutely, but also the comfort that comes with having the confidence to walk through life on your own terms. We don’t believe in designing for a select few. Everyone deserves to feel comfortable, to walk with intention, and to be truly seen.
CM: What has been the biggest challenge in your journey so far?
F: Honestly? Everything. The entire journey has been a huge challenge. Building Finoacinque has been overwhelming and, at times, relentless, but it has also pushed me forward and allowed me to accomplish more than I ever imagined. I can’t wait to see what obstacles lie ahead; each one is nothing compared to the joy I feel when I overcome it.
CM: How do you relate to the idea of ethical or sustainable fashion?
F: I see ethical and sustainable fashion as designing for longevity. At Finoacinque, that starts with uncompromising quality. Each pair is handcrafted by skilled artisans, and my husband and I are present for every step of the process. Nothing leaves the factory without our approval. That attention to detail is how longevity becomes a real promise.
CM: What’s your long-term dream or goal for the brand?
F: In the next 10–20 years, I see Finoacinque growing into a truly timeless, global brand, known not only for refusing to bow to traditional beauty standards, but for redefining them along the way.
FRANCESCA COTTONE
Founded by Francesca Cottone after finishing her studies at Milan’s Istituto Maragoni, this brand reflects a lifelong immersion in family craftsmanship. Francesca’s eponymous label is minimal, timeless and steeped in Italian tailoring heritage.
With a strong focus on ethical processes, Cottone creates refined, androgynous collections designed to empower the wearer’s individuality. The brand stands as a counterbalance to the more buttoned up aesthetics often associated with tailoring, a perfect uniform for embracing la dolce far niente whilst remaining effortlessly chic.
CM: What concept or message drives your work?
Francesca Cottone (FC): My work is driven by the idea of balance, between tradition and innovation, structure and fluidity, timelessness and modernity. I want each piece to empower the wearer, giving them confidence while expressing individuality. Fashion, for me, is a tool to explore identity and self-expression without limits.
CM: What led you to start your brand and begin creating fashion?
FC: I was surrounded by my family’s tailoring business, which deeply shaped my understanding of craftsmanship. After studying fashion design at Istituto Marangoni in Milan, I wanted to bring together rigorous sartorial structure and a personal, modern vision, that’s how FRANCESCA COTTONE the brand was born.
CM: Is there a garment or collection you feel especially connected to? Why?
FC: Certainly, in my heart it will always be my debut collection at Rome Fashion Week: the “Maingender. Main + gender = Human” SS21 collection. It’s deeply personal because it reflects my vision of fashion beyond gender categories. Many garments were designed without thinking about gender, embracing a unisex vision. I was able to explore the world of tailoring in new ways, with structured jackets, no-season pieces, and tailored suits that combine both masculine and feminine sensibilities.
CM: What does “emerging” in today’s fashion world mean to you?
FC: To me, “emerging” means being both rooted and innovative: rooted in tradition (like my tailoring style) but unafraid to experiment and to challenge conventions. It also means being agile, global, and digitally engaged, without ever compromising craftsmanship. Of course, it’s not easy, every day is a challenge, requiring strong mental resilience and boldness.
CM: What role do you think fashion plays today in storytelling or activism?
FC: Fashion has always been a powerful medium for storytelling: it expresses identity, values, and emotion. Of course, reducing environmental impact through sustainable materials is important, but even more crucial is communicating ethics and integrity. Brands, especially the biggest ones, should focus on transparency in the production chain, fair labor practices, and avoiding exploitation. There are many areas where activism is needed because fashion is both a language and a form of revolution.
CM: Who do you imagine wearing your pieces? Who is your ideal community?
FC: My ideal customer is someone who appreciates quality, tailoring, and understated luxury, someone who values structure and minimalism, yet also cherishes individuality. My pieces appeal to a wide audience: people who don’t want to be defined by categories, but who seek elegance, confidence and versatility.
CM: What’s your long-term dream or goal for the brand?
FC: My long-term dream is to create a meaningful presence in the world’s main cities while preserving the artisanal soul of the brand. I want Francesca Cottone to be recognized as a reference for high-quality tailoring and true Italian excellence. I also hope to explore new markets. I’m working with passion to enter the Korean market and open flagship stores – always staying true to our Made in Italy commitment.
