At last week’s Gucci fashion show in Milan, a distinctive group of women known as the "sciure" took center stage, reflecting a growing appreciation for style among women over 60 in Italy’s fashion capital. The term "sciura" originates from the Milanese dialect and describes a woman of a certain age who invests considerable time and money in her appearance, embodying the city's commitment to sartorial elegance known as "bella figura."
Among the prominent figures featured at the event was Osanna Visconti di Modrone, 63, a sculptor connected through marriage to the aristocratic Visconti family. She was seen wearing signature Gucci pieces, including a silk scarf and leather boots evoking an equestrian heritage. Visconti’s refined presence underscored the enduring influence of the sciura, whose style is characterized by impeccable tailoring, bold patterns, quality leather goods, and traditional luxury accessories such as fine jewelry and designer sunglasses.
The sciura’s aesthetic draws heavily on timelessness rather than fleeting trends, favoring classic luxury over casual wear like hoodies or trainers, which the group typically eschews. This approach stands in contrast to the more relaxed, youth-driven fashion sector, appealing instead to an older demographic with considerable purchasing power. Gucci's creative director Demna Gvasalia acknowledged this heritage, framing the recent collection as a tribute to the original clientele who helped shape the brand’s identity before it became a global fashion powerhouse.
Other notable personalities associated with this movement appeared during the show, including actress Isabella Ferrari, 62, and socialite Naty Abascal, 83, though Abascal is Spanish and thus somewhat outside the Milanese archetype. The event’s staging, designed to resemble a grand boutique filled with fashionable shoppers, underscored the label’s attempt to rekindle its connection with an audience disenchanted by the casualization of luxury fashion.
Industry analysts see this shift as a strategic move. Gucci experienced a 22 percent drop in annual revenue in 2025, highlighting the brand’s need to reach consumers seeking elegance and sophistication over streetwear and athleisure. The rise of the sciura as a style icon offers an opportunity for luxury brands to cater to clientele who value tradition, quality craftsmanship, and a classic sense of beauty.
The resurgence of the sciura also emphasizes cultural distinctions in fashion values. According to longtime Milan residents, the concept of "bella figura" remains deeply ingrained in Italian life, where appearance and first impressions hold significant social currency. This contrasts with British preferences for understated personal expression, suggesting that the sciura’s blend of elegance, heritage, and confidence remains uniquely Italian—and increasingly influential in the world of high fashion.