On Via Montenapoleone, in the chicest heart of Milan, there is an institution that smells of elegance and history: the Cova pastry shop.
That day, however, something was different. Entering their garden, sweetness, denim, and declarations of love intertwined with history and elegance. It is here that Giada Benincasa chose to present her new jeans “Hello Love,” transforming the iconic pastry shop into a refined and romantic lounge.
It could have seemed like a classic five o'clock tea…
And instead, it was a snack that tasted of gentle revolution: among pastries, cookies, and carefully decorated tea cups, every detail told the ironic and sentimental universe of the brand.
A launch that went far beyond denim: a true hymn to everyday love, the kind that is written with simple words… like a “Hello Love.”