Gaya, Italy

13 September 2024

Under the acronym "Glow As You Are", and the management of the second generation, the emblematic Milanese boutique has undergone a makeover: as from April 2023, it has been welcoming customers with a new concept that brilliantly blends heritage and modern

With ten years' experience under her belt, Alice Bocola has taken over the reins of the biusiness founded by her mother, Carla Ponti, a leading figure in Milan's lingerie and swimwear sector. The store, opened in 1984, has grown over the years. Nurtured with passion its focus is expertise in comfort and fit for all body shapes. Alice was born and raised in the boutique (professionally and... literally!). Since 2019, the breast specialist has been offering an online advice service and sharing free content to promote bra culture. In 2021, she published "Tits Up", a book highlighting the importance of choosing the right bra through the stories of women she has met throughout her professional career.

With management of the renewed store, has been keeping the boutique's philosophy alive. The acronym Glow As You Are was created to remind every woman that by wearing the right model, she can shine just as she is, through her unique body (and personality). Customized advice remains at the heart of the experience, combined with a specialized offer of lingerie and swimwear in AA to J cups, now complemented by natural, organic and eco-responsible garments. Through renovation Gaya’s universe has been enhanced. The open window display, the linear, airy yet functional layouts showcasing the wide range of sizes, the retractable fitting rooms set in alcoves offering privacy when the curtains are closed, but scope and light when open: all this makes for a romantic, modern showcase... dedicated to all women!

We love the way tones of pink (evoking delicacy and femininity) and sage green (a nod to the green concept) interact on the walls, curtains and wallpaper.

Among the brands offered
Lingerie sets PrimaDonna, Freya, Fantasie, Wacoal, Anita, Rosa Faia, Vena, Marie Jo, Verdissima Nightwear Calida, Engel, Verdissima Underwear-outerwear Pierre Mantoux Swimwear Pierre Mantoux, Anita, Rosa Faia, GPM, PrimaDonna, Verdissima Thermal Underwear Engel

Sales area 540 sq.ft.
Number of stores 1 (Milan)
Online store www.gayashop.it