Hidden inside the very heart of the city, all these new hotels have the potential to become the next 'fashion district'

[Simona Iulini writes exclusively for VerveOnline]

Milan is for hard workers and it is well known for its aplomb and efficiency. But even if Milan is the economic engine room of Italy, it is recognised worldwide as the top design and fashion capital. Coco Chanel once said: “Fashion is architecture: it is a matter of proportions.” In fact, in the last few years a number of new hotels have been launched in Milan, like the Bulgari, Straf, The Gray, and the Petit Palais. This upcoming trend has underlined a tight relationship between the fashion world, hotel industry and design, where glamour and architecture blend seamlessly. Each hotel combines modern design and classic Italian architecture.

Hidden inside the very heart of the city, all these new hotels have the potential to become the next 'fashion district'. The Golden Quadrangle, where they are located, is one of the main shopping destinations -- both well-known brands and lesser-known high level ateliers are based in this area. Renè Caovilla's high heels, Pucci's fluttering shirts, Roberto Cavalli's evening dresses or Tod's flat sandals are ubiquitous during cocktail hours and these hotels are fast becoming places to see real Italian trends and street fashion. You'll see super-cool people with outstanding outfits here all the year round, not just during Fashion Week!

Hotel Straf and The Gray are the new ultra minimalist places where the real 'fashionistas' stay. Located in the centre of Milan, they are truly modern in design and technology. They have this new 'club' atmosphere that gives them a feeling of intimacy. After a day of pounding the Milan streets in search of the hip shops, you can relax at their stylish cocktails bars or meet fashion journalists animatedly discussing the latest show. They are both just a stone's throw from gorgeous boutiques like Dolce and Gabbana, Prada and Bottega Veneta. Dolce and Gabbana have just renewed their women's boutique. It has an outstanding design and a terrific VIP room that perfectly fits the clients' needs. You can close the door and choose your new wardrobe without anyone else interfering.

The new Bvlgari Hotel is exceptional, very cosmopolitan and chic. The jewellery and luxury goods company have chosen a marvellous location and enlisted Antonio Citterio, one of the most famous Italian architects, to design the hotel. From a former 19th century convent, he created a 52-room hotel with 6 executive suites for a highly selective clientele, a café and a restaurant. It is now the most exclusive place in town. A luxurious garden of 400 square metres reminds you more of Rome than Milan! The hotel also has a Spa with all kinds of outrageous treatments to recover from, a ''shop till you drop' day and an elegant restaurant where you can try true Italian flavours. This hotel is also right in the middle of THE places to shop -- Golden Quadragle and Brera. The latter is more picturesque and is full of traditional little shops. If you walk through Via Madonnina, Piazza del Carmine or Via Brera itself you will see lots of amazing shops off the beaten track.

Completely different from the previous hotels, Petit Palais is more of a 'residence de charme' than a hotel. It is highly recommended for longer stays. Dripping with elegance, the Palais is replete with stucco works, curtain drapes, antiques and a warm 'salotto' which is a great place to mingle. Located in the very heart of the 'old Milanese quarter', it is also in the centre of a shopping area. A more hidden one, but full of good addresses, like the Daniela de Marchi's jewellery atelier. Daniela is a young Milanese artist who has just started her career but already internationally known. She works with natural motifs combined with stones, brass, silver or bronze. Every piece can be tailored to the client's needs in order to match with her eyes, hair or simply a special dress (my clients go crazy for that!).

In Milan, hotels have never before been places 'to see and be seen' as now, and have truly become the places to get a glimpse of real Italian glamour.

After an Architectural degree in Turin, Italy, Simona moved to London where she worked for well-known interior designer Ashley Hicks. She then shifted back to Milan working first in Giorgio Armani's public relations office, then in Romeo Gigli's, in charge of foreign press. After having a baby she chose to run a personal shopping agency, choosing a job that matched her background and didn't conflict with family life.

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