Salvatore Santoro Unveils First Directional Showroom in Milan During Fashion Week
Milan, January 20, 2026 – The Neapolitan brand Salvatore Santoro made a significant debut at Milan Men’s Fashion Week, officially inaugurating its first directional showroom. The new space, located at Via Marcona 3, covers 380 square meters across two levels and marks a pivotal moment in the brand’s rebranding strategy.
A Strategic Move for Brand Growth
Francesco Santoro, the creative director of the family label, explained that the brand was founded two decades ago by his father, Salvatore. Five years ago, Francesco and his sister Benedetta, who manages the commercial side, embarked on a rebranding initiative. This included the decision to establish their own directional space after 14 years of collaboration with the nearby Milanese showroom Marcona3.
“We wanted a location where our wholesale partners could have the necessary space and time to get to know our collection, our world,” Francesco Santoro told FashionNetwork.com. “In fact, for the inauguration, we are also exhibiting some pieces from our historical archive. But in addition to being a B2B space, we also want to give the end customer the opportunity to visit the showroom by appointment to have their custom-made garment created.”
Showroom Design and Brand Philosophy
Designed by Parisotto + Formenton Architetti, the showroom is envisioned as a place for connection and meetings. A raw metal staircase traverses the space, transforming into a path, an observatory, and a scenic device. At the center, a mirror multiplies perspectives, encouraging active visitor participation, making them an integral part of the brand’s narrative and processes. Furnishings and installations fragment the linearity of the space, while ten archival pieces on display tell the genealogy of Salvatore Santoro.
Based in the industrial area of Naples, the company, which currently employs approximately 45 people, produces all its creations in-house using Made in Italy materials. “We define ourselves as a tailoring house with industrial dynamics; obviously, we have state-of-the-art machinery, but for example, 80% of the cutting is still done by hand, because no machine can guarantee the same quality as manual cutting,” the entrepreneur clarified. “Our products are positioned in the premium luxury segment: average prices for summer collections range from 850 to 1,500 euros, while winter proposals range from 1,200 to 3,000 euros.”
Global Reach and Future Expansion
Salvatore Santoro is currently present in about 250 of the best multi-brand stores in Europe and Asia, which account for 60% and 40% of global turnover, respectively. For several years, the company’s turnover has been around 3.5 million euros.
“For the commercial summer, we have chosen to partner with the Milanese showroom 247 alongside our internal team, which we believe is particularly suitable for brands that already have their own directional space. After Milan, we will be in Paris with a sales campaign dedicated to specific countries,” the creative director added. “With the Autumn/Winter 2026-27 collection, we aim to reach approximately 330 stores, and in the long term, we do not rule out opening monobrand stores.”
Autumn/Winter 2026-27 Collection Highlights
The Autumn/Winter 2026-27 collection from Salvatore Santoro features shearling crafted in various textures-ultralight, waxed, and deep-alongside vegetable-tanned sheepskins, wool and nylon pairings, and plonge nappa leather that moves naturally. The color palette spans ochre, burgundy, deep greens, and dusty blues.
“Today, men’s and women’s sales are equally divided. In the coming seasons, we will introduce new product categories, such as knitwear, trousers, and denim. We are working on this carefully because we are known for our quality and cannot disappoint expectations,” concluded Francesco Santoro. “What distinguishes us is our ability to offer garments with a very light fit, even for the winter season, thanks to our skill in working leathers like suede and nappa, making them similar to cotton.”
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