Rulers of the Old World

When you look at the products of the unique artistry from the past, such as monuments, sculptures, and paintings, you come across these two very often: Gods and the Rulers.

Humankind expended tremendous efforts to create the sagas of the Gods, loved them with all their hearts and won the wars for their sakes. Even though gods are seemed and believed to be eternal rulers of the worlds, most of the time they were portrayed as the human rulers of the earth and sea approve.

When you enter the City of Milano, you witness the astonishing historical heritage from the old times along with one of the most beautiful modern metropolis. Modern Milano seems to dominate the world when it comes to creating the best practices of fashion but it's not Milano's success to celebrate; the real heroes are the artisans working behind the scenes.

That's why we chose Milano to celebrate and present the new XUMU collection inspired by the legendary rulers from history. Each image, each word on the labels and giant out of box design used to remind the real rulers.

XUMU Bess, One Size Giant Puffer Jacket, Extra Long, Matte interior with special doodle pattern

XUMU Bess, One Size Giant Puffer Jacket, Extra Long, Matte interior with special doodle pattern

XUMU Bess, One Size Giant Puffer Jacket, Extra Long, Matte interior with special doodle pattern

<img alt="XUMU Bess, One Size Giant Puffer Jacket, Extra Long, Matte interior with special doodle pattern" src="//cdn.shopify.com/s/files/1/0067/9028/3317/files/XUMU_Bess_One_Size_Giant_Puffer_Jacket_4_grande.jpg?v=1570003761" style="float: none;" />

<img alt="XUMU Bess, One Size Giant Puffer Jacket, Extra Long, Matte interior with special doodle pattern" src="//cdn.shopify.com/s/files/1/0067/9028/3317/files/XUMU_Bess_One_Size_Giant_Puffer_Jacket_4_grande.jpg?v=1570003761" style="float: none;" />

<img alt="XUMU Bess, One Size Giant Puffer Jacket, Extra Long, Matte interior with special doodle pattern" src="//cdn.shopify.com/s/files/1/0067/9028/3317/files/XUMU_Bess_One_Size_Giant_Puffer_Jacket_4_grande.jpg?v=1570003761" style="float: none;" />

XUMU Bess, One Size Giant Puffer Jacket, Extra Long, Matte interior with special doodle pattern

<img alt="XUMU Bess, One Size Giant Puffer Jacket, Extra Long, Matte interior with special doodle pattern" src="//cdn.shopify.com/s/files/1/0067/9028/3317/files/XUMU_Bess_One_Size_Giant_Puffer_Jacket_4_grande.jpg?v=1570003761" style="float: none;" />

XUMU Hardknud, One Size Giant Puffer Coat, Short, Super Glossy

XUMU Hardknud, One Size Giant Puffer Coat, Short, Super Glossy

XUMU Hardknud, One Size Giant Puffer Coat, Short, Super Glossy

XUMU Hardknud, One Size Giant Puffer Coat, Short, Super Glossy

XUMU Kanun, One Size Giant Puffer - Plush Coat, Giant Rib Knitted Waist and Wrist

XUMU Kanun, One Size Giant Puffer - Plush Coat, Giant Rib Knitted Waist and Wrist

XUMU Kanun, One Size Giant Puffer - Plush Coat, Giant Rib Knitted Waist and Wrist

XUMU Kanun, One Size Giant Puffer - Plush Coat, Giant Rib Knitted Waist and Wrist

XUMU Kanun, One Size Giant Puffer - Plush Coat, Giant Rib Knitted Waist and Wrist

XUMU Kanun, One Size Giant Puffer - Plush Coat, Giant Rib Knitted Waist and Wrist

XUMU Kanun, One Size Giant Puffer - Plush Coat, Giant Rib Knitted Waist and Wrist

XUMU Kanun, One Size Giant Puffer - Plush Coat, Giant Rib Knitted Waist and Wrist

XUMU Kanun & XUMU Sultana

XUMU Kanun & XUMU Sultana

XUMU Sultana, One Size Giant Puffer - Plush Coat, Swarovski Crystals

XUMU Sultana, One Size Giant Puffer - Plush Coat, Swarovski Crystals

XUMU Pucelle, One Size Giant Puffer Coat, Short, Super Glossy

XUMU Pucelle, One Size Giant Puffer Coat, Short, Super Glossy

XUMU Pucelle, One Size Giant Puffer Coat, Short, Super Glossy

XUMU Thea, One Size Giant Puffer Jacket, Extra Long Length, Printed Collar Design

XUMU Thea, One Size Giant Puffer Jacket, Extra Long Length, Printed Collar Design

XUMU Thea, One Size Giant Puffer Jacket, Extra Long Length, Printed Collar Design

XUMU Thea, One Size Giant Puffer Jacket, Extra Long Length, Printed Collar Design

XUMU Thea, One Size Giant Puffer Jacket, Extra Long Length, Printed Collar Design

XUMU Thea, One Size Giant Puffer Jacket, Extra Long Length, Printed Collar Design

XUMU Pucelle, One Size Giant Puffer Coat, Short, Super Glossy

XUMU Pucelle, One Size Giant Puffer Coat, Short, Super Glossy

XUMU Pucelle, One Size Giant Puffer Coat, Short, Super Glossy

Creative Direction: Bodoville
Photographer: Karolina Golis
Styling: Vittoria Brachi
Mua: Gaia Dellaquila
Models: Independent Model Management

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