Established by American designer Virgil Abloh, Off-White is a Milan-based fashion label rooted in current culture at a taste level particular to now. With a design studio based in Milan, Italy, the label harnesses the history and craftsmanship within the country yet offers a global perspective in terms of design and trends. With a clear vision of splicing the reality of how clothes are worn and the artistic expression of high fashion, creative director and designer Virgil Abloh explores concepts in the realm of youth culture in the contemporary context. ‘We’ve been building Off-White to be a brand designed to empower our generation and challenge the status quo,' says Abloh. It’s an attitude reflected by the brand’s flagships stores, which – through their designs and concepts – are rewriting luxury retail codes. The AMO-designed Off-White flagship in Miami, for example, pre-empts a less transactional future for physical retail and flexes between fulfilment centre, store and event space. The Paris flagship has considerable allowances made for non-retail programming, too. This flexibility steadies the relevance of the brick-and-mortar destination amid fluctuations in the sector – notably, consumers’ willingness to venture to offline stores. Several areas provide multifunctional use for concerts, art shows and parties, making the store attractive as a destination for gathering. Recently, LVMH acquired 60 percent of the Off-White label.