JordanLuca, they said yes in the middle of the parade!

What better message of love to send to the world in the middle of Fashion Week, if not a wedding celebrated during a fashion show? This is the crazy project that Luca Marchetto and Jordan Bowen dared to carry out, the inventive creative duo at the head of the Anglo-Italian label JordanLuca, one of the most interesting names of the moment, which has been showing in Milan since 2022. They got married on Saturday (January 18) at the end of their show, in front of an amused and moved audience of journalists, friends and other regulars of Milan Fashion Week. Never seen before!

The invitation to the parade, entitled “The Wedding”, serves as an invitation card for the wedding with, as a wink, a small packet of paper tissues… Gag or reality? As the celebrant dispatched from London to celebrate this civil marriage in due form immediately states, “this is not a provocation”. ​Even the Chamber of Italian Fashion (CNMI) issued a press release in the evening to highlight this unprecedented event. And the officiant welcomed, at the end of the show, the two boys in a hubbub of applause, one accompanied by his father, the other by his mother, on the podium set up at the back of the curtained room pink and gold decorated with flowers. The ceremony begins immediately, starting from the story of this love story which has lasted for fourteen years.

Luca and Jordan declare their love for each other with humor and tenderness, with moist eyes and hoarse voices. Great emotion runs through the room until the fateful yes, the exchange of rings, the kiss and the arrival of the giant wedding cake, around which models and guests gather in a joyful ruckus for a liberating finale. With simplicity and authenticity, in the middle of the usual frenzy of Fashion Week, the couple managed to transform a fashion show into a truly unique moment, which will be remembered.

“When Jordan proposed to me that we get married during the parade, I thought it was great. The idea was really to send a message of love, surrounded by our family and friends, many of whom fashion show for the occasion, for the collection, we brought together the most beautiful pieces that we have created together over the last seven years”, Luca Marchetto tells us backstage, dressed all in black in a fine banker’s suit. glittering stripes, while Jordan Bowen, at his sides, appears in a white tuxedo with red lapels.

The two met in London, where the British Jordan Bowen, a milliner by training, worked for the famous hat maker Stephen Jones, while the Italian designer Luca Marchetto, who had recently arrived in the English capital, worked at Vivienne Westwood, the house where he stayed for seven years. In 2018, they decided to launch their own fashion project, a brand of streetwear couture merging their two identities, namely subculture street London and the tailoring Italy.

The collection for autumn-winter 2025/26 reflects this hybrid and cool style with a slightly more British touch this season, not hesitating to celebrate the know-how of English and Scottish weavers, such as Harris Tweed and Marton Mills. Like this monochrome kilt in woolen cloth with fine pleats made in Scotland or this checkered throw transformed into pants. The maxi trench coats let their double rivet belt hang loose. The raincoat reinterprets the classic Barbour model, the duffle coat stands out with its XXL buchette buttons.

No more formal wear! We go to the wedding in everyday clothes, but which have character, subtly crossed by a punk spirit. The perfecto is painted with paint or cut from masculine wool. The parka plays with technical inserts, the pea coat replaces the elegant jacket. Without ever losing their humor, the newlyweds embroider the slogan “I hate love” on textured t-shirts and sweaters.

For next winter, the two designers are having a field day, drawing from their signature pieces, which they are evolving with delightful finds. We thus find the “bulldog” bomber jacket, which gives the look of an American footballer with its rounded shoulders falling forward, the pants with horizontal zip instead of the classic vertical fly, the rigid tank top with a starched appearance, whose shoulders rise from the body as if levitating. Without forgetting the double-collared shirts, triple-waisted trompe-l’oeil boxer shorts and long-lined pants, which flare out into a triangle train over the foot.

Women are chic and casual in draped or body-hugging dresses, also layering t-shirts and knits over faded jeans. Lighter outfits, in tulle and ruffles, sometimes rise above the shoulders like wings. They all parade in maxi platform shoes, available in all styles: leather covered with rivets, style shearling in goat hair and turned skin, or fully furred.

With its contemporary silhouettes full of details and its superb fabrics, JordanLuca manages to find the right balance between very good quality and a captivating design, continuing to seduce the greatest number of people, from season to season.