Marcelo Burlon is stepping down as creative director for his County of Milan label. The announcement comes at a delicate time of transition for the label’s parent company New Guards Group (NGG), on which investment fund Style Capital is said to have set its sights. NGG, which also controls labels like Palm Angels and Heron Preston, is currently owned by Farfetch. The latter was recently acquired by Korean group Coupang, which stepped in to save the British e-tailer from bankruptcy.

Burlon launched the County of Milan project in 2012, after starting out on the Milanese club scene as promoter and DJ. County of Milan began with a t-shirt collection and soon established a reputation as a streetwear brand, notably thanks to its social media presence, and to a style blending Burlon’s Argentine aesthetic with his Milanese experience.
 
The label first came to prominence in 2014, when Burlon debuted at Pitti Uomo as guest designer, and staged its maiden runway show in Milan the following year. In 2015, County of Milan reached another significant milestone, becoming part of NGG, as Burlon teamed up with Davide De Giglio and Claudio Antonioli, while staying on as the label’s creative director. Two years later, NGG was acquired by Farfetch.

In 2022, Burlon celebrated County of Milan’s tenth anniversary with a show-event in Milan at the Velodromo Vigorelli track cycling and football arena, featuring also Italian 100 m Olympic gold medallist Marcell Jacobs.