Catawiki partners with @sciuraglam to launch an exclusive auction celebrating Milan’s iconic “sciura” style, live from 17 to 26 October
From heirloom handbags to iconic accessories, this auction and the sciura aesthetic reframe old-world elegance for a new generation of collectors and style-lovers
Milan, 16 October 2025 - In a digital world obsessed with micro-trends and fast fashion, Gen Zers are finding inspiration in the wardrobes of the unapologetically elegant style of Milan’s grand dames, the sciure: signoras in gold statement jewellery, immaculate blow-dries, owners of carefully curated, decade-spanning, and luxury-filled closet. A symbol of defiance against throw-away culture and an embrace of fashion as narrative, the sciura appeal is not only cross-generational–it’s perpetually in season.
To celebrate this cultural shift, Catawiki, the leading online marketplace for special objects, has teamed up with @sciuraglam, the IG sensation ideated and curated by Angelo Petrocelli, and is proud to present the results: a co-curated auction that features handpicked, iconic pieces capturing the essence of the sciura aesthetic. Live from 17 to 26 October, the Sciuraglam x Catawiki auction brings together fashion pieces, watches and jewellery that reframe old-world glamour for a new generation of collectors and style lovers.
(Sciuraglam x Catawiki, 2025)
The sciura aesthetic: a symbol of emotional heritage and new-era luxury
Once considered a style reserved for Milan’s most revered fashion icons, the sciura aesthetic is being reinterpreted by younger generations. But this isn’t just nostalgia – it’s resistance to fast fashion, and a return to fashion as a personal narrative. Even on the runways, this shift is visible. Miu Miu’s Spring 2026 show echoed the same return to heritage and womanhood as quiet power. Think a Max Mara camel coat that’s lasted two lifetimes, the handbag that held decades of daily rituals, the scarf your grandmother wore on her wedding trip. These aren’t just objects: they’re emotional heirlooms.
“These pieces are a rebellion against fast-fashion in every sense,” These pieces are a rebellion against fast-fashion in every sense,” says Lorenzo Altimani, Catawiki’s Fashion Expert. “They’re made to last, they defy trend cycles, and they carry meaning. It’s fashion at its most ethical — and its most stylish.”
And Gen Z is listening. With over 400,000 followers, @sciuraglam has grown from a niche street-style page into a cross-generational cultural reference – and a clear indicator of changing fashion values. 62% of followers are under 35, with the largest group aged 25–34, and 76% identify as women, based primarily in Italy, United States, United Kingdom, Brazil and Russia: a truly global phenomenon.
“I started @sciuraglam because these women are iconic without trying”, comments Angelo. “They don’t follow fashion, they are fashion, and their wardrobes tell stories: of care, of permanence, of power. In a world obsessed with fast fashion and filters, they remind us that real style doesn’t need a trend to matter. This collaboration is about honouring that and inviting a new generation in.”
The most notable pieces in the auction are
