The story of Martino Midali begins, almost for fun, creating a t-shirt that encloses all the passion for fashion that moves the designer. In the early 80s, Martino Midali designed a basic sweater far from the trends of the moment but very much referred to that pop culture and slightly to street style, at the moment represented by the stylised face of Rod Stewart, symbols of the Big Apple, but also by American icons like skyscrapers and yellow taxis running on 57th street.1980 - 1990
This first success is connected with one of Midali's most brilliant intuitions involving the use of jerseys to create garments, easy to wear and with fluid shapes, which find immediate support in his female target, dynamic and contemporary.
Martino Midali was born in the province of Lodi on May 4, 1952. At a young age, he moved to Milan and, after various jobs, began climbing into the world of fashion, becoming one of the leading designers on the national scene with the homonymous fashion brand. "I wanted to find a job that was a way of life, an activity that would allow me to be happy. That's why I started designing T-shirts. I certainly didn't think of setting up a company like this ".
A trendsetter in the use of knitwear and jersey to make jackets, skirts and trousers, he has always supported the elastic waistband. He has changed the perception of clothing for an increasingly large female audience.
"I don't just sell a dress, but a shape to wear and decode". "I am a romantic and an instinctive person. I love my job, and I am passionate about the women who wear my clothes ".
Today, after 40 years of absolute dedication to his work and a good dose of concreteness, he continues to create with a precise contemporary and very recognizable style, taking care of every detail.
This strength is rewarded daily by the women who call him “the King of the shirt, the Wizard of the t-shirt”.
"Is not the dress that dresses women, but it is the women who dress my dress. Logically, I propose my style, but it is a style adaptable to theirs. The women who wear Midali do not wear one of my garments, but they decode it. The same dress is different depending on the woman who dresses it ".
Suggest a taste, a philosophy, without imposing dogmas: a fashion for all women of all ages and sizes.
Every woman can be a Midali customer. The stylistic choices, the size plan (from XS to XL), the offer of fabrics, the deconstructed cuts, and the wearability adaptations̀ of the collections are the principles for which the Martino Midali collections have a referential target that ranges unconditionally by age, style, size, cultural level.
A fashion for all women. A democratic fashion.
Our communication follows the brand's multi-target approach by involving different testimonials based on the specific advertising campaign and the target audience of women. Thus, young models are supported by institutional communication with divas from the world of cinema and television: women icons and symbols of the values that have always distinguished the brand.
In these years, the label was created with his name, Martino Midali. He made his debut as a professional in the fashion industry, designing collections dedicated to women with strong personalities who choose clothes that describe their way of being.1980 - 1990
In these years, he became the precursor of the elastic waistband in jersey trousers and skirts, but only a few people know and recognise that. He took the risk of creating “one dress” dresses with no seams, no pressure, and no hard wearability. He was not afraid to make jackets and soft outerwear, whose primary task was to wrap, cover, and warm the woman without forcing her into a tailored suit.
Soon enough, his unconventional fashion conquered the most important Italian boutiques and reached some international markets giving life to an actual company and transforming the designer into a manager and entrepreneur.
From that moment, Midali Srl was a reality and based in the headquarter at Via Fratelli Bronzetti 23 Milan.
After consolidating the wholesale experience, Midali decided to invest in retail and opened the first two boutiques in Milan, in Corso di Porta Ticinese and in Brera, the first of 52 stores currently covering the entire Italian territory.1990 - 2000
Within a decade, he opened other boutiques in Milan, Genoa and Turin and the first ones abroad, two in New York (1996), one on Madison Avenue and one on Columbus Street. This is the exordium of his success and international fame, interrupted after the tragic events of 11 September, deciding to prioritise the Italian market.
In these years, Midali Srl, from its original artisanal dimensions, has reached the size of a small-medium business, thanks to the numerous employees and collaborators, mostly women. They together contribute to the development of the brand. From the research phase to the study of materials and fabrics to the creation of prototypes and attention to detail, every single production phase of the garments takes place in the headquarters in Milan.2000 - 2010
The production is managed by selected laboratories because the judgment criteria of the brand's partners are the common ground and coherence of shared values aimed at constantly putting the essence of Martino Midali's style first. The garments comfort and versatility go hand in hand with a precise tailoring hand.
Every collection has always expressed the authentic Made in Italy. The products are made in a concise supply chain, indicating the best manufacturing know-how. This all-Made in Italy supply chain allows the brand to create garments and accessories with a high standard while at the same time guaranteeing sourcing flexibility which means high customer service and promptness in distribution.
Martino Midali consolidated its retail development path to Brick and Mortar in 2012 alongside a digital one. He invested in the e-commerce channel through a website for the Italian market. The platform has experienced significant growth over the past 10 years, becoming one of the brand's leading sales and communication channels.2012 - 2015
40 years after his debut, Martino Midali still continues today, driven by that same passion for a fashion capable of respecting the individuality of women. Constantly in dialogue with them, he transforms their needs into garments to wear and feel at ease without missing femininity. His fashion reflects their customers in everyday life in which the contemporary, dynamic, sophisticated, and naturally elegant woman of today finds a style capable of representing her, simple but refined, blending passion, culture and sentiment together.2015 - 2020
The intense research on colour and the close link with art are the brand's assets characterized by a very personal and recognizable style, detached from that obsession with the novelty that moves fashion.