From Novara to Chamonix, fashion retail has a family history

Novara and Chamonix: between Italia and Switzerland, separated by Mont Blanc as well as a border, IlDuomo boutiques have opened. The owner, Ercole Cellino, tells us: 'My maternal family came from Liguria and then moved to Sardinia, where they opened a first shop in Cagliari. Over time, it has come to manage over 12 shops between Cagliari, Porto Cervo and Porto Rotondo. Entrepreneurship in fashion retail is therefore a tradition for me.

La boutique di Chamonix dedicata all’uomo: tutti e tre gli store sono stati disegnati dallo Studio Baciocchi.

We took over the Novara shop in 2017: it is located under the arches of a neoclassical building adjacent to the cathedral square - hence the name - and at the time was run by an almost 90-year-old lady and her daughter. We decided to change its image and interiors by entrusting Studio Baciocchi, which also managed for us the two boutiques in Chamonix, IlDuomo Woman, opening in 2020, and IlDuomo Man, in 2022'. Which brands are you focusing on? "Definitely Moncler, which has been one of our best sellers for years, especially with the outerwear, which ranges from 1,200 to 1,500 euro," and which recently impressed with its advertising campaign with Robert De Niro and Al Pacino. "Also important for us is Brunello Cucinelli (sweaters, jackets, trousers from one thousand to eight to ten thousand euro). Among the new men's proposals, Enfants Riches Déprimés, created by Henri Alexander Levy between Los Angeles and Paris: sweaters and sweatshirts with a cool and urban aesthetic, but perfectly adaptable to the Italia context.

La boutique di Chamonix con la proposta donna.

And the Swedish brand Our Legacy, founded in Stockholm by Jockum Hallin and Cristopher Nying, later joined by Richardos Klarén (now in the Lvmh orbit). More affordable price, a strong, transversal identity'. Among the accessories, 'shoes by Berluti, as well as technical gloves by Moncler, but also by Prada, Armani and Gucci'. In women's fashion, "a strong brand is Phoebe Philo (EUR 1,500 to EUR 6,000). Among accessories, Amina Muaddi's shoes (EUR 600 to 1,200) and Roger Vivier (EUR 900 to 1,600), two very different targets. Bottega Veneta's bags, which just celebrated 50 years of intrecciato, remain a must-have (€2 to €5,000). For new proposals, the Calvin Klein Collection, designed by Veronica Leoni (former ghost designer of The Row), which has brought a breath of freshness and cleanliness to the brand'. Two shops, two completely different cities: 'To discover them, in Novara I suggest a research perfumery that I particularly love, Differenze Luxus Parfums. As restaurants: La RiMa and Tre Scalini. In Chamonix, on the other hand, which I know because it has been the destination of my winter holidays for years - which is why I chose it for my multi-brand -, I have a very long list. The Hameau Albert 1er hotel, which has two excellent restaurants, one even starred, while for the evening there are the two jointly owned Josephine and Rose du Pont, located opposite each other, as well as the Casa Nonna restaurant, which serves Italian cuisine and is also in Dubai, and Casa Valerio, my favourite place for an excellent, authentically Italian pizza with all-Italian staff'.