XTRA tells the story of the contemporary dandy, who is not merely a devotee of appearance but an aesthete shaping his world with meticulous care. Every detail is an expression of a refined and bold soul.
Today, luxury is a whispered 360-degree sensory experience, where craftsmanship becomes the key to unveiling uniqueness, transforming objects and spaces into narratives. From Dior fragrances, which define the contemporary man, to Ferretti’s E-Luxury, blending sustainability with nautical innovation, the dandy seeks and finds harmony between classicism and avant-garde. The dining table becomes a stage with Artisia and Jérémy Galvan, where tradition meets experimentation, and the art of fine drinking is elevated to an aesthetic ritual—an experience to be savored in sophisticated home bars. Art, from Canova to Mapplethorpe, is a dialogue between perfection and provocation, a legacy that continuously renews itself.
Likewise, Missoni and Loro Piana fashion celebrate textile craftsmanship as an expression of identity, while Hausmann & Co. watchmaking invites us to rediscover the value of time, and Bang & Olufsen design personalizes the auditory experience. The contemporary dandy is a refined traveler: he finds refuge in the Missoni boutique in the heart of Milan, draws inspiration from Goethe’s legacy at The Goethe Hotel in Rome, and sips drinks at London’s Garrison Club, where the exclusive tennis court becomes a meeting place for kindred spirits. He is a visionary who, like Carlo Ratti at the Venice Biennale, intertwines natural and artificial intelligence for a sustainable future.
An elegant rebel who, like Vincent Cassel, embodies autonomy and confidence. In a world in constant flux, the craftsmanship and timeless elegance of the dandy remain a beacon—an invitation to live with passion and transform every moment into an extraordinary experience.
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