DoDo Jewels turns Enoteca Cotti into La SOSTA an Italian road trip ritual
DoDo Jewels brought a distinctly Italian ritual into the heart of Milan Men’s Fashion Week with La SOSTA, a one night experience that reimagined the most iconic moments of an Italian road trip inside Milan’s historic Enoteca Cotti. Set against shelves of wine and the lived-in atmosphere of a 1950s enoteca, the brand used the stopover concept as a poetic frame for its new men’s offer and A Journey of Emotions summer storytelling.
La SOSTA: an Italian road trip, rewritten
In Italian, “la sosta” is the pause the roadside stop where you stretch, share stories and reset before continuing the journey. For Milan Men’s Fashion Week SS27, DoDo Jewels took that ritual and staged it at Enoteca Cotti, a historic Milanese wine shop founded in 1952 and a long-standing reference point for the Brera neighbourhood.
The evening was conceived as “the most iconic rituals of an Italian road trip” translated…
into an intimate fashion week moment: arrivals and departures, glasses raised, quick conversations and lingering glances, all wrapped around jewellery and images rather than petrol stations and autostrade.
The choice of an enoteca not a showroom signals who DoDo sees as its customer: urban, cultured, and drawn to small, symbolic luxuries that slot into everyday rituals.
Men’s styling, curated La SOSTA also doubled as a focused showcase for DoDo’s jewels dedicated to men’s styling, threading the brand more deliberately into the menswear conversation.
Guests discovered selections of bracelets, necklaces and pendants styled with the kind of relaxed tailoring and knitwear that define today’s Milan uniform, showing how small metal and stone details can punctuate a look without overpowering it…
Members-only article
Unlock the rest of this story
Join free to keep reading RetailBoss jewelery coverage, industry analysis, and market intelligence.
Full article access
Industry analysis
Free account
Free access. No credit card required. Your account is created after you verify your email.
Discussion
0 Comments
No comments yet
Start the conversation
Share your take on this story and help shape the discussion.
Discussion
0 Comments
No comments yet
Start the conversation
Share your take on this story and help shape the discussion.
Sign in to join the discussion.