Marcelo Burlon is leaving the creative direction of his brand County of Milan. This announcement comes in a delicate phase of transition for the parent company New Guards Group, on which the Style Capital fund has reportedly set its sights. The fashion group, which controls brands such as Palm Angels and Heron Preston, is now owned by Farfetch, which recently passed into the hands of Korean company Coupang, which saved it from bankruptcy.
After starting out as a PR, DJ and nightlife regular, Burlon launched his County of Milan project in 2012. Initially a t-shirt brand, the brand quickly established itself, notably thanks to social networks, with its streetwear aesthetic which synthesizes the designer’s Argentinian origins and his Milanese experiences.
Consecration came in 2014 with his debut at Pitti Uomo as a guest designer, before landing on the Milanese catwalks the following year. The year 2015 marks another important step in the evolution of County of Milan, which merges with New Guards Group, born from the alliance between Burlon, Davide De Giglio and Claudio Antonioli, the Argentine designer retaining his role as creative director. Two years later, NGG will come under the wing of Farfetch.
In 2022, Marcelo Burlon celebrates the tenth anniversary of the County of Milan brand with a fashion show in Milan in the spaces of the Vigorelli velodrome, also parading the Olympic 100 meters champion Marcell Jacobs.
