There is a 1964 film, La vita Agra, by the director Carlo Lizzani, where we see Milan at the beginning of the economic boom and astonishment is resumed in front of the department stores of the Rinascente, one of the symbols of the nascent well-being of Milan. Since then, numerous shopping centers, large single- or multi-brand stores have flourished and the amazement has gone under the arms of a growing in size and vastness of offer. But fashion is art, first of all, even before consumerism. It is history, it is culture. You can still see it in small boutiques, among which Imarika stands out, in via Giovanni Morelli, in the elegant area of viale Piave, which has recently celebrated its 40-year history.
Imarika is a small Wunderkammer, a room of wonders born in 1979 by the Bevilaqua sisters, Benedetta and Maria, as a concept that expertly mixes catwalk trends with iconic, historical and timeless pieces. The keywords of the boutique are beauty, good taste, personality and femininity. The restaurant has recently been renovated by the skilful work of the Marcante Testa di Torino architectural studio featuring blush-colored wood, bright copper pipes that bring attention to the ceiling and stucco decorations.
The hexagonal display with shoes and bags is arranged with such geometric precision, adding a sense of artistic suggestion to the space.Imarika conveys the concept of style as a creation of her own personality and not merely just a display of clothes and accessories. Beauty as a profound value, starts from within ourselves and radiates throughout our surroundings.
Research is the cardinal principle of the boutique. It is not important how high-sounding the brands are, Imarika carefully chooses clothes for its customers, respecting the craftsmanship, the materials used and the value for money. It focuses above all on emerging brands, as shown by the collaboration with Andrea Insua, a brand that created bags made by a small community in Guatemala with sun-dried palm leaves that were later processed, or the down coats by Colonna Leddi, a Milanese artisan.
Imarika is a triumph of precious and textured fabrics such as silk, velvet and prints, Offering bright colors, geometric, pastels, designs that recall watercolor paintings and unique pieces of refined exuberance. You can find blouses, shirt-dress and ladylike dresses, with couture-effect details that make them garments with a wise sartorial taste.
Imarika’s energy is like a super-colored dress from the German brand Odeeh and joy like the polka dots printed on the marvelous Ganni fabrics. You can also get lost among other brands like Jil Sander, Miyake, Rocha, Vivetta, Comme de Garcons, Nina Ricci. The list goes on forever and is continuously being updated.
We are amazed by the suggestions and eclecticism. Understanding the value of a beautiful dress, which, yes, accompanies us on special occasions but, even before this, says something about us. It sheds light on a part of our personality and suggests traits of our character. Imarika is a wise guide in this process of “creating” ourselves.