“For me, Sciura is an attitude,” said Alessia Algani, the founder of Shop the Story, a vintage store in Milan that is stocked by stylish Milanese women with lots of Prada, Romeo Gigli and Alberta Ferretti in their closets. “It’s buying things for yourself and not being overwhelmed by them. Your clothes don’t fit you.”
As a vintage buyer, Ms. Algani sees first-hand how well Milanese women, including science, take care of their clothes and accessories. “They cherished their shoemaker, seamstress, laundry, etc.,” she said.
Jenny Walton, an American artist and influencer who moved to Milan in 2021, finds this approach to dressing inspiration. “I think in general people are looking for something more sustainable, especially with all these fast-paced trends that people feel like they have to grab and buy with one click,” she said. “La Sciura is the antithesis of that because she’s built her perfectly curated wardrobe over a lifetime. And you can’t fool her. You can’t tell her to wear lime green because she won’t.”
Although the term “sciura” is a compliment or term of endearment to some, others may find it diminutive and passé. Nicoletta Santoro, a fashion stylist and creative director born and raised in Milan, where she currently resides, considers the term indicative of stuckness, of being stuck in one’s ways. In comparison, “La Signora Milanese” is “high, because it is culturally open.”
Ms. Santoro’s grandmother, Costanza dell’orto Zineroni Casati, showed her what it meant to dress like a true Milanese signora. “She cared about sobriety, elegance and refinement,” she said. “She was very into perfection in tailoring, quality fabrics and muted colors. And she was a customer of Biki.”
