The Beautiful Well Done – Milano Italian Style is a motto or more simply an expression that represents the synthesis of a great reality. Milan is the emblem of Italian Style and is the capital of that system of excellence that is based on design, fashion, its cultured and concrete internationality, with a culture of hospitality and luxury tourism.

In the world it is said that a product is "beautiful and well made" when talking about Italian Fashion and Design. Excellence is here. In a wise tradition of work that knows how to combine the aesthetic and immaterial quality linked to our history, the so-called "Renaissance effect", with the quality of technical and material innovation of the products.

Italy is in fact a cultural superpower, with an excellent historical and artistic heritage. It has a universally admired lifestyle and will have the task of spreading the philosophy of making the People of the world live better. This will be possible by declining a "fil rouge" not only between the three "F" (Food-Fashion-Furnishing) but also with the culture of tourism and hospitality with luxury hotels.

The need to define this reality in a synthesis gave birth to the motto "The Beautiful Well Done”
(filed on 10/01/2008, repertoire number 2008000765 - Italian Society of Authors and Publishers - SIAE)

This expression has then become commonly used (used by Confindustria first and foremost) to describe all those products that are the basis of the quality of life: in short, clothing, living, fields in which we Italians are masters just as we are in welcoming tourists from all over the world.

Now the time has come to go beyond Il Bello Ben Fatto and the need has arisen to give body to the splendid reality represented by Milan, as described above.

The expression “Milan Italian Style” (registered trademark in the European Union) can be an emblem or rather a trademark representing all that.