Claudio Antonioli

Claudio Antonioli is the founder of one of Italy’s first and most significant multi-brand boutiques, Antonioli, located on the Via Pasquale Paoli in Milan. The 400 square-metre space stocks designers including Ann Demeulemeester , Dries van Noten, Haider Ackermann and Rick Owens , across menswear and womenswear, shoes and accessories. The store also features a dedicated entertainment and exhibition space designed by Vincenzo de Cotiis.

In addition to his work in retail, Antonioli co-founded streetwear conglomerate New Guards Group with  Marcelo Burlon and Davide de Giglio, which went on to support the launch of Off-White c/o Virgil Abloh .

In June 2008, Antonioli launched an e-commerce site, where clients can make purchases with the aid of the store’s assistants and over one million images of the collections displayed online. Aware that his access to the inner sanctum’s of fashion is part of his store’s appeal, Antonioli added interviews with designers such as Rick Owens, Kris Van Assche and Damir Doma to the website. It also gave shoppers the opportunity to see the showrooms of some of the industry’s most enigmatic designers.

Antonioli, believes that “Fashion is without definition, it changes as fast as the world changes. Rather than following fashion, find a new way to be yourself every day.” His edit allows his customers to do so, and represents some of the most selective of Italy’s independent retailing.

In March 2020, Claudio Antonioli’ s group purchased historic Antwerp brand Demeulemeester, with the mission to reposition Ann Demeulemeester as a high-end luxury designer brand, while staying faithful to its strong brand image established over the years, beginning with the Autumn/Winter 2021-2022 collection.

In June 2021, he partnered with German DJ Max Kobosil for the launch of 44 Label Group, a fashion project characterised by its strong roots in the techno subculture.

In 2023, Claudio Antonioli’s passion for lifestyle experiences and his strong love of food led him to branch out into hospitality with the opening of SOGNI, an innovative dining format in Milan merging elevated mediterranean cuisine, a curated music experience and a meticulously studied interior design.