Plan C
Plan C is an independent Milan fashion label launched in 2018 by Carolina Castiglioni, whose family developed Marni. It makes ready-to-wear, accessories, menswear and homeware.
| Founded | 2018 |
|---|---|
| Creative director | Carolina Castiglioni |
| Base | Milan, Italy |
| First international store | Tokyo, 2019 |
| Website | plan-c.com |
What is Plan C?
Plan C is an independent Italian label founded in Milan in 2018 and led by creative director Carolina Castiglioni. Her family built Marni into a well-known label before its sale to OTB in 2015, and the family launched Plan C as a new venture, with Gianni Castiglioni as chief executive and Giovanni Castiglioni as operations director.
Products and positioning
The brand follows a small is beautiful philosophy, favouring intimate presentations over large catwalk shows. Its seasonal ready-to-wear includes tailoring, utilitarian shirting and feather-trimmed skirts, and the offer has expanded to:
- Accessories, including satchels with hand-drawn prints
- Menswear
- Homeware, including a collaboration with Serax
- Jewellery by sister label Aliita in its stores
Distribution
Plan C opened its first international flagship, about 100 square metres in Tokyo's Aoyama district, in 2019, and later a concept flagship on Via Manzoni in Milan. It is also sold through luxury e-tailers and specialist boutiques.
Why it matters
Plan C shows how a family with deep experience in Italian fashion can build a new independent brand with a deliberately intimate scale.
Frequently asked questions
Who founded Plan C?
Plan C was launched in 2018 by the Castiglioni family and is led by Carolina Castiglioni, whose family developed Marni.
Where is Plan C based?
Plan C is based in Milan, Italy, where it has a flagship store on Via Manzoni.